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Factors Influencing Consumers Familiarity with State Branded Programs: A Case Study for South Carolina

Bailee N. Hawkins, Michael Vassalos and Marzieh Motallebi

Journal of Food Distribution Research, 2019, vol. 50, issue 2

Abstract: Previous studies often highlight that consumers are willing to pay price premiums for products with state brands. However, limited research exists regarding the factors influencing consumers’ level of familiarity with state-branded logos. This study evaluates the impact of South Carolinians’ demographic characteristics and food shopping behaviors on their degree of familiarity with the “Certified South Carolina Product” logo. Data were obtained from an online survey. Results reveal that respondents who purchase fresh products from direct marketing outlets and have lived longer in South Carolina are more likely to be familiar with the logo. Marketing recommendations are also discussed.

Keywords: Agricultural and Food Policy; Food Consumption/Nutrition/Food Safety; Marketing (search for similar items in EconPapers)
Date: 2019
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DOI: 10.22004/ag.econ.300077

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