Consumer Willingness-to-Pay for Local Food in Alternative Restaurant Formats

Mahla Zare Mehrjerdi, Timothy Woods

Research output: Contribution to journalArticlepeer-review


Recent U.S. National Restaurant Surveys show four out of ten hot trending concepts from the consumers’ point of view are concepts relating to local sourcing, including hyper-local, locally sourced meat and seafood, locally sourced produce, and farm/estate branded items. Consumers are signaling that they value locally sourced food; therefore, restaurants need to establish a legitimate and efficient way to assure consumers that they are offering a verifiable local sourcing value proposition. In this study, we apply a “tractor” symbol index system designed for a local restaurant tourism directory to understand consumer willingness-to-pay (WTP) for local sourcing intensity signaled by restaurants and measure choice variables across alternative restaurant formats. Stated preference data and a discrete choice experiment (DCE) survey were conducted in Kentucky on over 1600 consumers. Results of the latent class analysis show there is a significant interest in local sourcing within each restaurant format.

Original languageEnglish
JournalJournal of International Food and Agribusiness Marketing
StateAccepted/In press - 2022

Bibliographical note

Publisher Copyright:
© 2022 Taylor & Francis Group, LLC.


  • Conjoint choice experiment
  • latent class model
  • legitimacy
  • local food
  • restaurants
  • willingness-to-pay

ASJC Scopus subject areas

  • Business and International Management
  • Food Science
  • Marketing


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