Perception of Risks and Preferences for Locally Grown Produce: A Marketing System Approach

William E. Nganje, Renee Hughner, Paul M. Patterson

Research output: Contribution to journalArticlepeer-review

5 Scopus citations


In recent years, the "buy local" movement has escalated in popularity. This trend is redefining how value along the food chain is shared between producers, retailers, and consumers. A theoretical model was developed and used to evaluate how consumers formulate preferences for locally grown attributes, with an emphasis on consumers' perceptions of food safety risk. Linkages between locally grown produce attributes, perceived macro outcomes, and value allocation to consumers are then examined using random utility discrete choice models. While results were mixed depending on frequency of purchasing locally grown produce, they do indicate that consumer preferences are driven by perceived food safety risk and other macro outcomes. For example, consumers who frequently purchase locally grown produce perceive these products to be environmentally friendly and to improve their quality of life.

Original languageEnglish (US)
Pages (from-to)196-214
Number of pages19
JournalJournal of Food Products Marketing
Issue number2
StatePublished - Mar 2014


  • consumer preferences
  • locally grown
  • produce marketing systems
  • risk perception

ASJC Scopus subject areas

  • Business and International Management
  • Food Science
  • Marketing


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