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.
|Journal||Journal of International Food and Agribusiness Marketing|
|State||Accepted/In press - 2022|
Bibliographical notePublisher Copyright:
© 2022 Taylor & Francis Group, LLC.
- Conjoint choice experiment
- latent class model
- local food
ASJC Scopus subject areas
- Business and International Management
- Food Science