Consumer attitudes toward locally grown produce

Abstract

Surveyed shoppers preferred to buy produce labeled as "local," but were unwilling to pay more for it. Can small farmers in California achieve greater profits through promotion of "locally grown" pro-duce? Interviews and sales data indicate that consumers are attracted to locally grown produce, but not if the quality is poor or the price is more than they are used to spending. When markets advertise high-quality, locally grown produce at a fair price, produce sales increase.