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How Do Restaurants Benefit from Various Components of a Regional Promotion Campaign?

Author

Listed:
  • Xie, Ran
  • Isengildina-Massa, Olga
  • Carpio, Carlos E.

Abstract

This study analyses the economic value of various components of the Certified South Carolina Grown Campaign from the perspective of participating restaurants. A stated-preference choice experiment was conducted as part of the restaurant survey to estimate the willingness to pay (WTP) for each campaign component using a mixed logit model. Individual level WTP was calculated in order to explore the relationship between WTP and characteristics of restaurants. Results indicate that three existing components--Labeling, Multimedia Advertising, and "Fresh on the Menu" have significant positive economic value.

Suggested Citation

  • Xie, Ran & Isengildina-Massa, Olga & Carpio, Carlos E., 2012. "How Do Restaurants Benefit from Various Components of a Regional Promotion Campaign?," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 123921, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea12:123921
    DOI: 10.22004/ag.econ.123921
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    Keywords

    Agribusiness; Agricultural and Food Policy; Political Economy; Production Economics; Research Methods/ Statistical Methods;
    All these keywords.

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