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Research Report: Are State Branded Products Local? A Case in Missouri

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  • Tran, Lan
  • Su, Ye

Abstract

This study aims to analyze consumer perceptions and preferences for local and state-sponsored labels and how consumers’ familiarity with the state brand affects their willingness to pay for the labeled products using the case of Missouri. We found that the local label and state brand differ from the consumer perspective. Consumers familiar with the Missouri Grown brand and who support farms in Missouri were willing to pay a higher premium for the state brand than the local label.

Suggested Citation

  • Tran, Lan & Su, Ye, 2023. "Research Report: Are State Branded Products Local? A Case in Missouri," Journal of Food Distribution Research, Food Distribution Research Society, vol. 54(01), March.
    • Handle: RePEc:ags:jlofdr:339700
    DOI: 10.22004/ag.econ.339700
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    File URL: https://ageconsearch.umn.edu/record/339700/files/Tran.pdf
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    References listed on IDEAS

    as
    1. Thong Meas & Wuyang Hu & Marvin T. Batte & Timothy A. Woods & Stan Ernst, 2015. "Substitutes or Complements? Consumer Preference for Local and Organic Food Attributes," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 97(4), pages 1044-1071.
    2. 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.
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    1. Tran, Lan T. & Su, Ye & McCann, Laura M., 2023. "How do local food producers participate in state-sponsored marketing programs? Evidence from real choice data in Missouri," 2023 Annual Meeting, July 23-25, Washington D.C. 335979, Agricultural and Applied Economics Association.

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