The Direct and Indirect Effects of â€˜Locally Grownâ€™ on Consumersâ€™ Attitudes towards Agri-Food Products
AbstractRecent agricultural economics literature has largely analyzed consumersâ€™ willingness to pay (WTP) for many credence attributes, including place of origin, organic, locally grown, environment friendly, fair trade, and animal welfare. In this study, we instead attempt to analyze why consumers value â€œlocally grown,â€ which is a credence attribute receiving increasing attention in the market. Specifically, we propose a distinction between the direct effect and the indirect effect of â€œlocally grownâ€ on consumersâ€™ attitudes towards agri-food products to explain consumersâ€™ preferences for locally grown products. We collect data from an experiment with university students and analyze the data with a structural equation modeling methodology.
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Bibliographic InfoArticle provided by Northeastern Agricultural and Resource Economics Association in its journal Agricultural and Resource Economics Review.
Volume (Year): 38 (2009)
Issue (Month): 3 (December)
credence attributes; locally grown; inferences; attitudes; Marketing;
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