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Local and Organic Preference: Logo versus Text

  • Michael Katz (a1), Benjamin Campbell (a2) and Yizao Liu (a3)

Abstract

A choice experiment was conducted concurrently with eye-tracking technology to examine consumer preferences for local and organic produce, notably effects of logo- versus text-labeling formats. We find consumers prefer local to nonlocal, but some consumers will pay a higher premium for logo-labeled produce compared with text-labeled produce. Additionally, we find evidence that a local logo tends to attract attention quicker and hold attention longer compared with a text label. The organic text label was preferred by some consumers compared with the USDA certified organic logo, even with though consumers looked at the logo longer and more often.

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Copyright

This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted re-use, distribution, and reproduction in any medium, provided the original work is properly cited.

Corresponding author

*Corresponding author. Email: bencamp@uga.edu

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Keywords

Local and Organic Preference: Logo versus Text

  • Michael Katz (a1), Benjamin Campbell (a2) and Yizao Liu (a3)

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