How Do Restaurants Benefit from Various Components of a Regional Promotion Campaign?

Ran Xie, Olga Isengildina-Massa and Carlos Carpio
Authors registered in the RePEc Author Service: Olga Isengildina Massa

No 123921, 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington from Agricultural and Applied Economics Association

Abstract: This study analyses the economic value of various components of the Certified South Carolina Grown Campaign from the perspective of participating restaurants. A stated-preference choice experiment was conducted as part of the restaurant survey to estimate the willingness to pay (WTP) for each campaign component using a mixed logit model. Individual level WTP was calculated in order to explore the relationship between WTP and characteristics of restaurants. Results indicate that three existing components--Labeling, Multimedia Advertising, and "Fresh on the Menu" have significant positive economic value.

Keywords: Agribusiness; Agricultural and Food Policy; Political Economy; Production Economics; Research Methods/Statistical Methods (search for similar items in EconPapers)
Pages: 2
Date: 2012
New Economics Papers: this item is included in nep-dcm and nep-tur
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea12:123921

DOI: 10.22004/ag.econ.123921

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