Consumer Demand for Local Honey: An Artefactual Field Experiment

Author(s)Wu, Shang
Author(s)Fooks, Jacob
Author(s)Messer, Kent D.
Author(s)Delaney, Deborah
Date Accessioned2015-10-12T18:29:43Z
Date Available2015-10-12T18:29:43Z
Publication Date2014-05
AbstractHow to best target and attract niche market consumers is an important marketing problem for producers of specialty agricultural products. It is particularly an issue in the honey market where consumers increasingly face media messages regarding threats to honey bee health, honey adulteration, and health benefits of locally produced honey. Using auction experiments, this research evaluates consumer behavior related to informational messages about honey that is produced locally, domestically, and internationally. Results from 115 adult consumers show that consumers’ demand for honey varies significantly based on the geographic location of the honey’s production, product packaging, and the information they have about the product. Consumers demonstrate greater demand for locally produced honey, especially when provided information about negative aspects of internationally produced honey that include adulteration. This shows that such negative media attention on specialty products offers small producers an opportunity to increase profitability by marketing themselves as a specialized niche alternative.en_US
URLhttp://udspace.udel.edu/handle/19716/17131
Languageen_USen_US
PublisherDepartment of Applied Economics and Statistics, University of Delaware, Newark, DE.en_US
Part of SeriesRR14-08
KeywordsLocal foodsen_US
KeywordsFood safety
KeywordsExperimental economics
KeywordsConsumer behavior
TitleConsumer Demand for Local Honey: An Artefactual Field Experimenten_US
TypeResearch Reporten_US
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