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Consumer Preferences for Tomatoes: The Influence of Local, Organic, and State Program Promotions by Purchasing Venue

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  • Carroll, Kathryn A.
  • Bernard, John C.
  • Pesek, John D. Jr.

Abstract

A choice experiment of consumers from five Mid-Atlantic states was conducted to compare marginal willingness to pay for fresh tomatoes with the attributes locally grown, state marketing program promoted, and organic from either a grocery store or farmers’ market. Data were analyzed using a mixed logit model. Results show that consumers in Maryland, Pennsylvania, and Virginia prefer local tomatoes, while those in Delaware and New Jersey prefer state program versions. Unexpectedly, price premiums for organic over conventional tomatoes were only exhibited in Maryland, and Virginia was the only state with a significant premium for the farmers’ market venue.

Suggested Citation

  • Carroll, Kathryn A. & Bernard, John C. & Pesek, John D. Jr., 2013. "Consumer Preferences for Tomatoes: The Influence of Local, Organic, and State Program Promotions by Purchasing Venue," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(3), pages 1-18.
    • Handle: RePEc:ags:jlaare:165934
    DOI: 10.22004/ag.econ.165934
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    Cited by:

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    2. John Stanton & Ferdinand F Wirth & Yingdao Dao, 2018. "An Analysis of Consumers’ Preferences between Locally Grown/Processed Food and Organic Food," Current Investigations in Agriculture and Current Research, Lupine Publishers, LLC, vol. 4(1), pages 480-490, August.
    3. De Salvo, Maria & Scarpa, Riccardo & Capitello, Roberta & Begalli, Diego, 2020. "Multi-country stated preferences choice analysis for fresh tomatoes," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 9(3), December.
    4. repec:zbw:bofitp:2017_001 is not listed on IDEAS
    5. Corsi, Alessandro & Frontuto, Vito & Novelli, Silvia, 2022. "Relational goods and direct purchase from farmers: estimating the value of the relationship between consumers and producers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(2), March.
    6. Printezis, Iryna & Grebitus, Carola, 2018. "Marketing Channels for Local Food," Ecological Economics, Elsevier, vol. 152(C), pages 161-171.
    7. Iryna Printezis & Carola Grebitus & Stefan Hirsch, 2019. "The price is right!? A meta-regression analysis on willingness to pay for local food," PLOS ONE, Public Library of Science, vol. 14(5), pages 1-23, May.
    8. Zaffou, Madiha & Rihn, Alicia L. & Campbell, Benjamin L. & Khachatryan, Hayk & Hoke, Omer, 2017. "Influence of product type and individuals’ perceptions on the geographic boundary for local products," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 20(3), January.
    9. Elisa Giampietri & Dieter B. A. Koemle & Xiaohua Yu & Adele Finco, 2016. "Consumers’ Sense of Farmers’ Markets: Tasting Sustainability or Just Purchasing Food?," Sustainability, MDPI, vol. 8(11), pages 1-14, November.
    10. Corsi, Alessandro & Novelli, Silvia, 2015. "The value of direct farmers-consumers relationships as determinants of consumers' purchase choices," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202749, European Association of Agricultural Economists.
    11. Jingjing Wang & Chengyan Yue & Karina Gallardo & Vicki McCracken & James Luby & Jim McFerson, 2017. "What Consumers Are Looking for in Strawberries: Implications from Market Segmentation Analysis," Agribusiness, John Wiley & Sons, Ltd., vol. 33(1), pages 56-69, January.
    12. Enthoven, Laura & Van den Broeck, Goedele, 2021. "Local food systems: Reviewing two decades of research," Agricultural Systems, Elsevier, vol. 193(C).
    13. Yiwen Yang & PingSun Leung & Chu‐wei Tseng, 2022. "Price premium or price discount for locally produced food products? A 5W1H approach in meta‐analysis," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(6), pages 2261-2274, September.
    14. Koen Schoors & Maria Semenova & Andrey Zubanov, 2016. "Depositor Discipline in Russian Regions: Flight to Familiarity or Trust in Local Authorities?," HSE Working papers WP BRP 58/FE/2016, National Research University Higher School of Economics.
    15. András István Kun & Marietta Kiss, 2021. "On the Mechanics of the Organic Label Effect: How Does Organic Labeling Change Consumer Evaluation of Food Products?," Sustainability, MDPI, vol. 13(3), pages 1-25, January.
    16. Schoors, Koen & Semenova, Maria & Zubanov, Andrey, 2019. "Depositor discipline during crisis: Flight to familiarity or trust in local authorities?," Journal of Financial Stability, Elsevier, vol. 43(C), pages 25-39.
    17. Duke, Joshua M. & Bernard, John C. & Vitz, Gregory, 2021. "A new food label to aid farmland preservation programs: Evidence from a field experiment," Food Policy, Elsevier, vol. 99(C).
    18. Grashuis, Jasper & Su, Ye, 2023. "Consumer Preferences for State-Sponsored Designations: The Case of the Missouri Grown Label," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 48(1), January.
    19. Azucena Gracia & Ana María Sánchez & Francesc Jurado & Cristina Mallor, 2020. "Making Use of Sustainable Local Plant Genetic Resources: Would Consumers Support the Recovery of a Traditional Purple Carrot?," Sustainability, MDPI, vol. 12(16), pages 1-17, August.

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