Zia Taqueria is a full-service restaurant in Durango, Colorado whose owners have steadily increased the proportion of local vegetables, grains and meats they source and serve to their customers. They created new supply chains that add value to heritage products grown in the Four Corners area,...

Differentiating products through labeling has been shown to be an effective strategy for increasing market share and pricing over undifferentiated products. This study examines consumer willingness to pay for multiple labeled (by both production type and origin) differentiated produce among...

An Internet survey was administered (14-17 May 2010) to 1210 consumers who had active Facebook, Twitter, or blog accounts to investigate their use of social networks and their attitudes towards direct marketers who utilize these tools. Overall, 94% of participants have an active Facebook account...

We conduct an experiment with grocery store shoppers using an onsite survey to examine the effectiveness of nutrition labels provided on grocery store shelves. We measure effectiveness of the nutrition labels in terms of how well the labels attract attention and if they affect shopper behavior....

This paper compares willingness-to-pay (WTP) estimates elicited using three separate methods: in-store experimental auctions, a mailed survey with a cheap talk script included, and the same survey with no script. The products in question were four steaks bearing hypothetical brands representing...

Most of the empirical work addressing imperfect competition in international agricultural trade has focused on grains and meats. The present study is an attempt to help fill the gap by assessing market competitiveness in the US fresh papaya market, which can be characterized as oligopolistic...

With increasing frequency consumer studies are supplementing demographic and price variables with responses to an extended set of Likert-scale questions to elicit information on consumer motivations and attitudes. Principal compo­nent analysis (PCA) is a statistical tool that reduces a large...

This study uses survey data collected in-person at farmers markets across Nevada to compare the demographics, preferences, and lifestyle habits of fresh vegetable consumers to contribute to the exist­ing body of work examining organic and local food consumption patterns. Specifically, we...