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Local and Organic Preference: Logo versus Text

Author

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  • Katz, Michael
  • Campbell, Benjamin
  • Liu, Yizao

Abstract

A choice experiment was conducted concurrently with eye-tracking technology to examine consumer preferences for local and organic produce, notably effects of logo- versus text-labeling formats. We find consumers prefer local to nonlocal, but some consumers will pay a higher premium for logo-labeled produce compared with text-labeled produce. Additionally, we find evidence that a local logo tends to attract attention quicker and hold attention longer compared with a text label. The organic text label was preferred by some consumers compared with the USDA certified organic logo, even with though consumers looked at the logo longer and more often.

Suggested Citation

  • Katz, Michael & Campbell, Benjamin & Liu, Yizao, 2019. "Local and Organic Preference: Logo versus Text," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 51(2), pages 328-347, May.
    • Handle: RePEc:cup:jagaec:v:51:y:2019:i:02:p:328-347_00
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    Cited by:

    1. Philip Garland Gayle & Jin Wang & Shengnan Fang, 2023. "The Organic food price premium and its susceptibility to news media coverage: evidence from the US milk industry," Applied Economics, Taylor & Francis Journals, vol. 55(28), pages 3296-3315, June.
    2. Migena Proi & Emilia Cubero Dudinskaya & Simona Naspetti & Emel Ozturk & Raffaele Zanoli, 2023. "The Role of Eco-Labels in Making Environmentally Friendly Choices: An Eye-Tracking Study on Aquaculture Products with Italian Consumers," Sustainability, MDPI, vol. 15(5), pages 1-15, March.
    3. Tavárez, Héctor & Álamo, Carmen & Cortés,Mildred, 2020. "Differentiated coffees and their potential markets in Puerto Rico: An economic valuation approach," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 20(02), December.

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