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Buying Local: Diverging Consumer Motivations and Concerns

Author

Listed:
  • Curtis, Kynda R.
  • Cowee, Margaret W.

Abstract

The increased utilization of local direct markets has been dramatic in the last decade, but consumer motivations for buying local are not well understood. This study uses survey data collected at farmers' markets to compare consumer willingness to pay (WTP) premiums for organic and locally grown produce. Results illustrate a clear division in consumer motivations for purchasing through local direct markets. Demographics such as age and education level, concerns regarding food safety, environmental issues, and product origin, as well as the importance of supporting local growers and production methods differentiate consumers. Study results support the continued need for third-party labeling and certification programs.

Suggested Citation

  • Curtis, Kynda R. & Cowee, Margaret W., 2011. "Buying Local: Diverging Consumer Motivations and Concerns," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 29(1).
    • Handle: RePEc:ags:jloagb:260144
    DOI: 10.22004/ag.econ.260144
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    Citations

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    Cited by:

    1. Gumirakiza, Jean Dominique & Curtis, Kynda R. & Bosworth, Ryan C., 2014. "Who Attends Farmers’ Markets and Why? Understanding Consumers and their Motivations," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(2), pages 1-18, May.
    2. Chenyi He & Ruifeng Liu & Zhifeng Gao & Xin Zhao & Charles A. Sims & Rodolfo M. Nayga, 2021. "Does local label bias consumer taste buds and preference? Evidence of a strawberry sensory experiment," Agribusiness, John Wiley & Sons, Ltd., vol. 37(3), pages 550-568, July.
    3. Curtis, Kynda R. & Yeager, Irvin & Black, Brent & Drost, Daniel & Ward, Ruby, 2014. "Market and Pricing Potential for Extended Season Fresh Produce Sales: An Intermountain West Example," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(2), pages 1-20, July.
    4. Curtis, Kynda R. & Gumirakiza, J. Dominique & Bosworth, Ryan C., 2014. "Consumer Preferences and Willingness to Pay for Multi-Labeled Produce at Farmers' Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(1), pages 1-7, March.

    More about this item

    Keywords

    Agricultural Finance;

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