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Can a Local Food Label Nudge Consumer Behavior? Implications of an Eye-tracking Study of Honey Products

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  • Huang, Yu-Kai
  • Palma, Marco A.
  • Rangel, Juliana

Abstract

This study presents an eye-tracking experiment to investigate consumer responses toward local Texas honey. Honey adulteration news was used as a treatment along with product attributes, such as a certified Texas honey seal, price, organic, and product reviews. The eye-tracking technology was applied to examine the effect of attribute-non-attendance to measure the treatment effects more robustly. The results show that honey adulteration information increases consumers’ willingness to pay (WTP) for some quality-related attributes. The results also show that negative product reviews have a much larger reduction in the magnitude of WTP than the increase produced by positive product reviews.

Suggested Citation

  • Huang, Yu-Kai & Palma, Marco A. & Rangel, Juliana, 2024. "Can a Local Food Label Nudge Consumer Behavior? Implications of an Eye-tracking Study of Honey Products," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 56(1), pages 101-119, February.
    • Handle: RePEc:cup:jagaec:v:56:y:2024:i:1:p:101-119_6
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