IDEAS home Printed from https://ideas.repec.org/a/taf/applec/v47y2015i41p4377-4394.html
   My bibliography  Save this article

Consumer demand for local honey

Author

Listed:
  • Shang Wu
  • Jacob R. Fooks
  • Kent D. Messer
  • Deborah Delaney

Abstract

How to best target and attract niche market consumers is an important marketing problem for producers of specialty agricultural products. It is particularly an issue in the honey market where consumers increasingly face media messages regarding threats to honey bee health, honey adulteration and health benefits of locally produced honey. Using auction experiments, this research evaluates consumer behaviour related to informational messages about honey that is produced locally, domestically and internationally. Results from 115 adult consumers show that consumers' demand for honey varies significantly based on the geographic location of the honey's production, product packaging and the information they have about the product. Consumers demonstrate greater demand for locally produced honey, especially when provided information about negative aspects of internationally produced honey that include adulteration. This shows that such negative media attention on specialty products offers small producers an opportunity to increase profitability by marketing themselves as a specialized niche alternative.

Suggested Citation

  • Shang Wu & Jacob R. Fooks & Kent D. Messer & Deborah Delaney, 2015. "Consumer demand for local honey," Applied Economics, Taylor & Francis Journals, vol. 47(41), pages 4377-4394, September.
    • Handle: RePEc:taf:applec:v:47:y:2015:i:41:p:4377-4394
    DOI: 10.1080/00036846.2015.1030564
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/00036846.2015.1030564
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/00036846.2015.1030564?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Martinez, Steve & Hand, Michael & Da Pra, Michelle & Pollack, Susan & Ralston, Katherine & Smith, Travis & Vogel, Stephen & Clarke, Shellye & Lohr, Luanne & Low, Sarah & Newman, Constance, 2010. "Local food systems: concepts, impacts, and issues," MPRA Paper 24313, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Thøgersen, John, 2023. "How does origin labelling on food packaging influence consumer product evaluation and choices? A systematic literature review," Food Policy, Elsevier, vol. 119(C).
    2. Mi Zeng & Wei Yu Yan & Zhi Jiang Zeng, 2023. "Analysis of Consumers’ Willingness to Pay for Honey in China," Sustainability, MDPI, vol. 15(2), pages 1-10, January.
    3. Kecinski, Maik & Messer, Kent D. & Peo, Audrey J., 2018. "When Cleaning Too Much Pollution Can Be a Bad Thing: A Field Experiment of Consumer Demand for Oysters," Ecological Economics, Elsevier, vol. 146(C), pages 686-695.
    4. Kent D. Messer & Marco Costanigro & Harry M. Kaiser, 2017. "Labeling Food Processes: The Good, the Bad and the Ugly," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 39(3), pages 407-427.
    5. Jerrod Penn & Wuyang Hu & Hannah J. Penn, 2019. "Support for Solitary Bee Conservation among the Public versus Beekeepers," American Journal of Agricultural Economics, John Wiley & Sons, vol. 101(5), pages 1386-1400, October.
    6. Ritten, Chian Jones & Thunstrom, Linda & Ehmke, Mariah & Beiermann, Jenny & McLeod, Donald, 2019. "International honey laundering and consumer willingness to pay a premium for local honey: an experimental study," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 63(4), October.
    7. Kecinski, Maik & Kerley Keisner, Deborah & Messer, Kent D. & Schulze, William D., 2016. "Stigma mitigation and the importance of redundant treatments," Journal of Economic Psychology, Elsevier, vol. 54(C), pages 44-52.
    8. Juma, Charity Nabwire & Otieno, David Jakinda & Oluouch-Kosura, Willis & Gyau, Amos & Oduol, Judith Auma, 2016. "A survey of consumer perceptions and preferences for geographical indication and quality attributes of honey in Kenya," 2016 Fifth International Conference, September 23-26, 2016, Addis Ababa, Ethiopia 246915, African Association of Agricultural Economists (AAAE).
    9. Monica Vercelli & Luca Croce & Teresina Mancuso, 2020. "An Economic Approach to Assess the Annual Stock in Beekeeping Farms: The Honey Bee Colony Inventory Tool," Sustainability, MDPI, vol. 12(21), pages 1-14, November.
    10. Teresina Mancuso & Luca Croce & Monica Vercelli, 2020. "Total Brood Removal and Other Biotechniques for the Sustainable Control of Varroa Mites in Honey Bee Colonies: Economic Impact in Beekeeping Farm Case Studies in Northwestern Italy," Sustainability, MDPI, vol. 12(6), pages 1-16, March.
    11. Nadia Palmieri & Walter Stefanoni & Francesco Latterini & Luigi Pari, 2022. "Italian Consumer Preferences for Eucalyptus Honey: An Exploratory Study," Sustainability, MDPI, vol. 14(13), pages 1-11, June.
    12. Kallas, Zein & Alba, Martin Federico & Casellas, Karina & Berges, Miriam & Degreef, Gustavo & Gil, José M., 2021. "The development of short food supply chain for locally produced honey. Understanding consumers' opinions and willingness to pay in Argentina," Nülan. Deposited Documents 3234, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    13. Herrmann, R. & Bissinger, K. & Krandick, L., 2018. "Implicit Prices of Sustainability Characteristics in Foods: the Case of the German Online Market for Honey," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277079, International Association of Agricultural Economists.
    14. Li, Tongzhe & Fooks, Jacob & Messer, Kent D., 2017. "Residents’ Preferences in Adopting Water Runoff Management Practices: Examining the Effect of Behavioral Nudges in a Field Experiment," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 259127, Agricultural and Applied Economics Association.
    15. Jelena Vapa-Tankosić & Svetlana Ignjatijević & Jelena Kiurski & Jovana Milenković & Irena Milojević, 2020. "Analysis of Consumers’ Willingness to Pay for Organic and Local Honey in Serbia," Sustainability, MDPI, vol. 12(11), pages 1-23, June.
    16. Petjon Ballco & Fatma Jaafer & Tiziana de Magistris, 2022. "Investigating the price effects of honey quality attributes in a European country: Evidence from a hedonic price approach," Agribusiness, John Wiley & Sons, Ltd., vol. 38(4), pages 885-904, October.
    17. Herrmann, Roland & Bissinger, Katharina & Krandick, Lisa, 2018. "Price Premia for Sustainability Characteristics in Foods: Measurement Matters!," 2018 International European Forum (163rd EAAE Seminar), February 5-9, 2018, Innsbruck-Igls, Austria 276855, International European Forum on System Dynamics and Innovation in Food Networks.
    18. Muhammad Bello & Awudu Abdulai, 2016. "Measuring heterogeneity, survey engagement and response quality in preferences for organic products in Nigeria," Applied Economics, Taylor & Francis Journals, vol. 48(13), pages 1159-1171, March.
    19. Riccardo Testa & Antonio Asciuto & Giorgio Schifani & Emanuele Schimmenti & Giuseppina Migliore, 2019. "Quality Determinants and Effect of Therapeutic Properties in Honey Consumption. An Exploratory Study on Italian Consumers," Agriculture, MDPI, vol. 9(8), pages 1-12, August.
    20. Thunström, Linda & Gilbert, Ben & Ritten, Chian Jones, 2018. "Nudges that hurt those already hurting – distributional and unintended effects of salience nudges," Journal of Economic Behavior & Organization, Elsevier, vol. 153(C), pages 267-282.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bartlett, Jannette R. & Tackie, Nii O. & Jahan, Mst Nusrat & Adu-Gyamfi, Akua & Quarcoo, Francisca A., 2015. "An Analysis of the Characteristics and Practices of Selected Alabama Small Livestock Producers: A Focus on Economics and Marketing," Professional Agricultural Workers Journal (PAWJ), Professional Agricultural Workers Conference, vol. 3(1), pages 1-25.
    2. Carpio, Carlos E. & Mathews, Leah G. & Boonsaeng, Tullaya & Perrett, Allison & Descieux, Katie, 2015. "Evaluating the Marketing Impact of a Regional Branding Program Using Contingent Valuation Methods: The Case of the Appalachian Grown™ Branding Program," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205800, Agricultural and Applied Economics Association.
    3. Shawn A. Trivette, 2017. "Invoices on scraps of paper: trust and reciprocity in local food systems," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 34(3), pages 529-542, September.
    4. An, Henry & Pouliot, Sebastien & Volpe, Richard J., III, 2012. "Local, Organic, Inexpensive and Safe: Can Large Retailers Do It All?," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 124754, Agricultural and Applied Economics Association.
    5. Antoinette Pole & Margaret Gray, 2013. "Farming alone? What’s up with the “C” in community supported agriculture," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 30(1), pages 85-100, March.
    6. Philippe Fleury & Larry Lev & Hélène Brives & Carole Chazoule & Mathieu Désolé, 2016. "Developing Mid-Tier Supply Chains (France) and Values-Based Food Supply Chains (USA): A Comparison of Motivations, Achievements, Barriers and Limitations," Agriculture, MDPI, vol. 6(3), pages 1-13, August.
    7. Adalja, Aaron & Hanson, James & Towe, Charles & Tselepidakis, Elina, 2015. "An Examination of Consumer Willingness to Pay for Local Products," Agricultural and Resource Economics Review, Cambridge University Press, vol. 44(3), pages 253-274, December.
    8. Ran, Tao & Yue, Chengyan & Rihn, Alicia, 2015. "Are Grocery Shoppers of Households with Weight-Concerned Members Willing to Pay More for Nutritional Information on Food?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), pages 1-18, November.
    9. Thilmany, Dawn & Tegegne, Eyosiyas & Hines, Brett, 2012. "Farmers Markets and Direct Marketing in the Western US: Market Trends and Linkages with Food System Issues," Western Economics Forum, Western Agricultural Economics Association, vol. 11(2), pages 1-9.
    10. Tiffanie F. Stone & Janette R. Thompson & Kurt A. Rosentrater & Ajay Nair, 2021. "A Life Cycle Assessment Approach for Vegetables in Large-, Mid-, and Small-Scale Food Systems in the Midwest US," Sustainability, MDPI, vol. 13(20), pages 1-20, October.
    11. Michelle Dunne & Angela Wright, 2017. "Irish local and artisan foods: Multiples make space!," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1324242-132, January.
    12. Petra Šánová & Jitka Svobodová & Adriana Laputková, 2017. "Using Multiple Correspondence Analysis to Evaluate Selected Aspects of Behaviour of Consumers Purchasing Local Food Products," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(6), pages 2083-2093.
    13. O'Hara, Jeffrey K. & Benson, Matthew, 2017. "Local Food Production and Farm to School Expenditures," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 252669, Southern Agricultural Economics Association.
    14. Thorn, Alexandra M. & Baker, Michael J. & Peters, Christian J., 2021. "Estimating biological capacity for grass-finished ruminant meat production in New England and New York," Agricultural Systems, Elsevier, vol. 189(C).
    15. Stefan Bojnec & Dacinia Crina Petrescu & Ruxandra Malina Petrescu-Mag & Carmen Valentina Radulescu, 2019. "Locally Produced Organic Food: Consumer Preferences," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 21(50), pages 209-209, February.
    16. Onyango, Benjamin & Govindasamy, Ramu & Alsup-Egbers, Clydette Michelle, 2015. "Uncovering Success Attributes for Direct Farmers’ Markets and Agri-Tourism in the Mid-Atlantic Region of the United States," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(2), pages 1-16, May.
    17. Rachel Corry & Jessica Holt & Alexa J. Lamm & Abigail Borron, 2023. "Do You Really Want to Know? Exploring Desired Information Transparency for Local Food Products," Sustainability, MDPI, vol. 15(24), pages 1-16, December.
    18. Brune, Sara & Vilá, Olivia & Knollenberg, Whitney, 2023. "Family farms' resilience under the COVID-19 crisis: Challenges and opportunities with agritourism," Land Use Policy, Elsevier, vol. 134(C).
    19. Omar Alsetoohy & Baker Ayoun & Mahmoud Abou-Kamar, 2021. "COVID-19 Pandemic Is a Wake-Up Call for Sustainable Local Food Supply Chains: Evidence from Green Restaurants in the USA," Sustainability, MDPI, vol. 13(16), pages 1-24, August.
    20. Stewart, Hayden & Dong, Diansheng, 2018. "How strong is the demand for food through direct-to-consumer outlets?," Food Policy, Elsevier, vol. 79(C), pages 35-43.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:applec:v:47:y:2015:i:41:p:4377-4394. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RAEC20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.