How do consumer perceptions of â€œlocalâ€ production benefits influence their visual attention to state marketing programs?
Alicia Rihn (),
Benjamin Campbell (),
Bridget Behe and
Agribusiness, 2018, vol. 34, issue 2, 390-406
With increasing market potential due to consumer interest in locally sourced foods, state marketing promotional campaigns are becoming increasingly popular. We quantify consumersâ€™ perceptions of local production benefits and assess the impact of Florida's state agricultural promotional campaign on consumer preferences for and visual attention to fruitâ€ producing plants. A ratingâ€ based experiment and eye tracking measures were integrated to investigate the relationship between consumersâ€™ perceived benefits of local production, purchase likelihood, and visual attention. Local economy benefits were perceived as the most beneficial (compared to environmental or product quality benefits) with participantsâ€™ demographics influencing their perceptions of those benefits. Visual attention to the agricultural promotional campaign logo increased consumersâ€™ purchase likelihood if they perceived locally grown plants as benefiting the local economy. The local production attribute had a positive impact even though consumers who became familiar with the visual stimulus (after repetitive exposures) spent relatively less time visually attending to the campaign logo. [EconLit citations: M3].
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