The Home Cooking Movement: Analyzing Consumer Willingness to Pay and Regulatory Influences on Home Kitchen Operations

The rise of the Home Cooking Movement (HCM) reflects growing consumer interest in locally sourced, value-added foods and a desire for closer ties to food origins. Legislative reforms in states like California, Utah, Iowa, and Wyoming have introduced varied regulatory frameworks—from strict licensing to full exemptions— which may influence consumer trust and behavior towards home kitchens. To examine how these regulatory differences and consumer values shape willingness to pay (WTP) and purchasing decisions, we designed a discrete choice experiment (DCE) with five key attributes: price, customer reviews, establishment type (licensed/exempt home kitchens or traditional restaurants), liability insurance, and certifications. Using a betweensubjects design, respondents were randomly assigned to one of three information treatments: control, altruistic, or egoistic. A random parameter logit (RPL) model was used to capture preference heterogeneity. Results show strong, consistent WTP for food safety credentials ($3.60–$5.95). However, framing plays a critical role: egoistically framed consumers required steep discounts to choose either licensed (−$3.46) or exempt (−$3.82) home kitchens, whereas altruistic messaging significantly reduced resistance and broadened acceptance. These findings highlight the importance of value-aligned messaging and credible food safety practices in fostering consumer acceptance of home kitchens.