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Buying Local: Diverging Consumer Motivations and Concerns
Journal of Agribusiness (2011)
  • Kynda R. Curtis, Utah State University
  • M. W. Cowee
The increased utilization of local direct markets has been dramatic in the last decade, but consumer motivations for buying local are not well understood. This study uses survey data collected at farmers’ markets to compare consumer willingness to pay (WTP) premiums for organic and locally grown produce. Results illustrate a clear division in consumer motivations for purchasing through local direct markets. Demographics such as age and education level, concerns regarding food safety, environmental issues, and product origin, as well as the importance of supporting local growers and production methods differentiate consumers. Study results support the continued need for third-party labeling and certification programs.
  • credence characteristics,
  • direct markets,
  • food safety,
  • local,
  • organic,
  • supporting local farms
Publication Date
Citation Information
Kynda R. Curtis and M. W. Cowee. "Buying Local: Diverging Consumer Motivations and Concerns" Journal of Agribusiness Vol. 29 Iss. 1 (2011)
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