A choice experiment was conducted concurrently with eye-tracking technology to examine consumer preferences for local and organic produce, notably effects of logo- versus text-labeling formats. We find consumers prefer local to nonlocal, but some consumers will pay a higher premium for logo-labeled produce compared with text-labeled produce. Additionally, we find evidence that a local logo tends to attract attention quicker and hold attention longer compared with a text label. The organic text label was preferred by some consumers compared with the USDA certified organic logo, even with though consumers looked at the logo longer and more often.
All Science Journal Classification (ASJC) codes
- Agricultural and Biological Sciences (miscellaneous)
- Economics and Econometrics