Linking Buyers' Attributes with Labeling Preferences for Georgia's Local Fresh Produce

Project Type: Research and Education
Funds awarded in 2021: $128,373.00
Projected End Date: 03/31/2024
Grant Recipients: University of Georgia; Georgia Organics; Athens Land Trust; Georgia Farmers Market Association ; Augusta Locally Grown
Region: Southern
State: Georgia
Principal Investigator:
Vanessa Shonkwiler
University of Georgia
Dr. Julie Campbell
Department of Horticulture, University of Georgia
Dr. Cesar Escalante
University of Georgia
Direct market shoppers value credence dimensions more in their food buying decisions (Naasz, Jablonski and Thilmany, 2018). In past economic studies, locally grown has been highlighted as the most important production attribute by “Direct Primary purchasers” (Bond, Thilmany and Bond, 2006). Meas et al. (2014) (cited in Jensen et al., 2019) found strong substitution between organic and local production claims in consumers’ willingness to pay for these products. Furthermore, they underscored that consumers associate products from small-scale producers with some of the same features as local and organic. Sponsored by Southern Sustainable Agriculture Research and Education (SSARE), our study focuses on a further understanding of buyers’ preferences and perceptions on labeling and co-labeling strategies in the South when purchasing fruits and vegetables with a particular emphasis on direct marketing from local farms. This study is part of a bigger project aimed at increasing small producers’ long-term profitability and buyers’ retention.
Conference/Presentation Material
Target audiences:
Farmers/Ranchers; Educators; Researchers; Consumers
Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture or SARE.