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Consumer willingness to pay for locally grown products: the case of South Carolina

Author

Listed:
  • Carlos E. Carpio

    (Department of Applied Economics & Statistics, Clemson University, Clemson, SC 29634-0313)

  • Olga Isengildina-Massa

    (Department of Applied Economics & Statistics, Clemson University, Clemson, SC 29634-0313)

Abstract

A contingent valuation framework is used to evaluate South Carolina consumers' willingness to pay for the “locally grown” characteristic (defined here as South Carolina grown) in produce and animal products and to identify the sociodemographic characteristics affecting consumer preferences for this characteristic. Findings show that South Carolina consumers are willing to pay an average premium of 27% for local produce and 23% for local animal products. Premiums for local products are influenced by age, gender, and income as well as by perceived product quality, a desire to support the local economy, patronage of farmers markets, and consumer ties to agriculture. [JEL Categories: D12, Q13]. © 2009 Wiley Periodicals, Inc.

Suggested Citation

  • Carlos E. Carpio & Olga Isengildina-Massa, 2009. "Consumer willingness to pay for locally grown products: the case of South Carolina," Agribusiness, John Wiley & Sons, Ltd., vol. 25(3), pages 412-426.
    • Handle: RePEc:wly:agribz:v:25:y:2009:i:3:p:412-426
    DOI: 10.1002/agr.20210
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    More about this item

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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