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Do ‘locally grown’ claims influence artisanal food purchase? Evidence from a natural field experiment

Author

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  • Menapace, Luisa
  • Raffaelli, Roberta

Abstract

We conducted a natural field experiment in an artisanal sit-down ice-cream shop in Italy to investigate whether consumer choices are affected by information regarding locally grown products. Two aspects of locally grown products are investigated: (i) quality due to terroir (i.e., quality with a link to the territory) and (ii) reduced carbon emissions due to short transportation distance. Contrary to the evidence emerging from the majority of the stated-preference literature, our results suggest that consumer behavior is not significantly affected by information regarding quality due to terroir. We also find that consumers positively respond to information concerning reduced carbon emissions, although the estimated average WTP is small (10 Euro cents). Finally, we offer a contribution to the literature on sustainable food consumption by documenting a gender gap and a cohort effect and by providing evidence that social pressure, as proxied by the size of the party and the presence of kids at the table, fosters environmentally friendly consumption.

Suggested Citation

  • Menapace, Luisa & Raffaelli, Roberta, 2013. "Do ‘locally grown’ claims influence artisanal food purchase? Evidence from a natural field experiment," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150282, Agricultural and Applied Economics Association.
  • Handle: RePEc:ags:aaea13:150282
    DOI: 10.22004/ag.econ.150282
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    File URL: http://ageconsearch.umn.edu/record/150282/files/MenapaceRaffaelli2013AAEAR.pdf
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    References listed on IDEAS

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    Cited by:

    1. Caterina Contini & Caterina Romano & Fabio Boncinelli & Gabriele Scozzafava & Leonardo Casini, 2017. "Does ‘local’ matter in restaurant choice? Results of a discrete choice experiment targeting German and Italian consumers," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 5(1), pages 1-15, December.

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    Keywords

    Consumer/Household Economics; Crop Production/Industries; Food Consumption/Nutrition/Food Safety;

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