DETERMINING CONSUMER’S WILLINGNESS TO PAY FOR LOCALLY GROWN PRODUCE For: Dr. Econohero
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DETERMINING CONSUMER’S WILLINGNESS TO PAY FOR LOCALLY GROWN PRODUCE
For: Dr. Econohero
VARIABLES
Dependent Variable: Willingness to Pay for Locally Grown Produce
Independent Variable: Survey Questions
SURVEY QUESTIONS: DISSECTED
Higher likelihood for WTP for LGP
Lower likelihood for WTP for LGP
Determined via Secondary Research
Use of Likert Scale
INTRODUCTION
Since the 1980s ,
Local food has become necessary to sustain acceptable standards for
• Food Security
• Nutrition
• Food Affordability
In order to maintain durable competitive advantage in a global agricultural market.
PREVALENCE
FARMER’S MARKET DISPERSION
REGIONAL FARMER’S MARKET HUBS
Southern Florida lacks a regional hub and may benefit from such establishment
Locally Grown Food is now a $4.8 billion business in the USA.
LOCAL FOOD BENEFITS
•Improving Local Economy
•Improving Overall Health
•Improving Lifestyles
GOAL OF THE STUDY
Expedite the growth of the local food movement.
MOTIVATION
To promote local food, one must know what influences consumers to buy local food.
SPECIFIC OBJECTIVES
• Determine factors influencing consumers’ decisions on purchasing locally grown produce
• Draw policy insights for promoting the consumption of locally grown produce
STUDY AREA
ANALYTICAL METHOD
ConceptualConceptual Model
Design Survey
- Secondary Research
- Identifying Variables- Variable
Justification
Conduct Survey
- Target Locations- Surveying Techniques
Analyze Data
- Microsoft Excel- Stata Software
- Probit Regression Model
LITERATURE CITED
1 - Piyasiri, A.G.S.A., and A. Ariyawardana. Market Potentials and Willingness to Pay for Selected Organic Vegetables in Kandy. Sri Lankan Journal of Agricultural Economics, 2002. Pdf.
2 - Hamilton, Morgan. A Rotten Food System: How the Local Food Movement Is Creating Alternatives. University of Louisville, 2010. Pdf.3 - Dimitri, Carolyn, and Lydia Oberholtzer. Marketing U.S. Organic Foods Recent Trends From Farms to Consumers. Economic Research
Service, 2009. Pdf.4 - Martinez, Steve, Michael Hand, Michelle Da Pra, Susan Pollack, Katherine Ralston, Travis Smith, Stephen Vogel, Shellye Clark, Luanne
Lohr, Sarah Low, and Constance Newman. Local Food Systems Concepts, Impacts, and Issues. Economic Research Service, 2010. Pdf.
5 - http://www.teenaspridecsa.com/6 - Varian, Hal R. How to Build an Economic Model in Your Spare Time. UC Berkley, 1997. Pdf.7 - Makatouni, Aikaterini. What Motivates Consumers to Buy Organic Food in the UK? Results from a Qualitative Study. British Food
Journal, 2002. Pdf.8 - Sykes, Alan. An Introduction to Regression Analysis. University of Chicago, 1990. Pdf.9 - Skuras, Dimitris, and Aleka Vakrou. Consumers’ Willingness to Pay for Origin Labelled Wine A Greek Case Study. British Food Journal,
2002. Pdf.10 - Millock, Katrin, Lans G. Hansen, Mette Wier, and Laura M. Andersen. Willingness to Pay for Organic Foods: A Comparison between
Survey Data and Panel Data from Denmark. CIRED, 2000. Pdf.11 - Prog, Rich, and Nick McCann. Is Local Food More Expensive? A Consumer Price Perspective on Local and Non-Local Foods Purchased in
Iowa. Iowa State University, 2009. Pdf.
GO LOCAL
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