Local and Organic Food

Food Labels

Consumer Willingness to Pay (WTP) for Local Agricultural Marketing Logos: Design, Complexity, and the Role of Consumer Awareness

Kathryn A. Carroll and Lydia Zepeda (advisor)


Currently, some form of state-sponsored agricultural marketing program can be found in all 50 states, each with their own logo in place (Onken & Bernard, 2010). These program logos vary greatly in terms of both design complexity and the amount of state referencing present in the visual image. Since 2009, already programs in states such as Georgia and Delaware have modified the visual image of their logo.

It would be helpful then to producers and state agencies to explore whether consumers have differing preferences for various local origin designations: state program, generic-local, and regional. With such a wide variety of local labels being used, the question remains whether these logos are meeting consumer demand. Also of interest is determining consumer willingness to pay (WTP) for these differing local origin designations: generic-local, state-specific, and regional, as well as uncovering preference for simple vs. complex logo designs, and certified vs. non-certified products. Additional research goals include exploring the possible effect of the amount of state referencing present in the image, as well as the influence of increased consumer awareness of these programs on preference.