An Examination of Consumer Willingness to Pay for Local Products
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This paper uses stated and revealed preference data from a choice-based conjoint survey instrument to estimate willingness to pay for distance-based local food products. The survey was administered to three different groups of respondents: members of a consumer buying club, a random sample of Maryland residents, and suburban Maryland grocery store shoppers. We find that both the random sample of Maryland residents and the grocery store shoppers are willing to pay a premium for local products, but view locality and production method as substitutes. Conversely, more selective shoppers, members of a consumer buying club, are willing to pay less for local than their counterparts, but do not conflate local with other premium attributes, such as grass-fed production.