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Availability, Attitudes and Willingness to Pay for Local Foods: Results of a Preliminary Survey

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  • Adams, Damian C.
  • Adams, Alison E.

Abstract

This paper presents the results of a preliminary intercept survey of consumers at farmers' markets in Gainesville, Florida in 2007. We developed survey questions to identify: (1) how much fruit and vegetable produce respondents buy from local sources; (2) attitudes regarding local foods; (3) definitions of local by distance and ownership; (4) WTP for local foods; (5) perceptions of the availability and cost of local products; and (6) demographic information. In addition to WTP, we employed several tools- a Likert scale, a cost/availability matrix, and other investigatory and demographic questions - to analyze factors affecting purchasing decisions. These include relative cost, accessibility, attitudes and perceptions of the term 'local.' We report and describe the results of the survey, including a regression analysis of WTP as a function of attitudinal, behavioral, and demographic variables. Given the small sample size, the results are largely not statistically significant. Yet, they are useful for refining the survey instrument for a larger study.

Suggested Citation

  • Adams, Damian C. & Adams, Alison E., 2008. "Availability, Attitudes and Willingness to Pay for Local Foods: Results of a Preliminary Survey," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6237, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea08:6237
    DOI: 10.22004/ag.econ.6237
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    References listed on IDEAS

    as
    1. Darby, Kim & Batte, Marvin T. & Ernst, Stanley C. & Roe, Brian E., 2006. "Willingness to pay for locally produced foods: A customer intercept study of direct market and grocery store shoppers," 2006 Annual meeting, July 23-26, Long Beach, CA 21336, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Burchardi, Henrike & Schroeder, Carsten & Thiele, Holger D., 2005. "Willingness-To-Pay for Food of the Own Region: Empirical Estimates from Hypothetical and Incentive Compatible Settings," 2005 Annual meeting, July 24-27, Providence, RI 19365, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
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    Cited by:

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    2. Yang, Shang-Ho & Woods, Timothy, 2014. "The Divergence of Defining Local Food – Consumer Co-op versus Conventional Grocery Shoppers," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170480, Agricultural and Applied Economics Association.
    3. Robert Fonner, 2015. "Willingness to Pay for Multiple Seafood Labels in a Niche Market," Marine Resource Economics, University of Chicago Press, vol. 30(1), pages 51-70.
    4. Panchalingam, Thadchaigeni & Howard, Gregory & Allen Klaiber, H. & Roe, Brian E., 2023. "Food choice behavior of adolescents under parent-child interaction in the context of US school lunch programs," Food Policy, Elsevier, vol. 115(C).
    5. Pozo, Veronica F. & Saak, Alexander E. & Hanawa-Peterson, Hikaru, 2009. "Product Origin and Reputation for Quality: the Case of Organic Foods," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49503, Agricultural and Applied Economics Association.

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