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Consumer Heterogeneity in the Willingness to Pay for Local and Organic Food

Due to growth and changing distribution channels for organic food in Germany, there is some concern that organic food is losing authenticity. Contrarily, local food production is seen as a new trend and is gaining market share. This article analyzes whether those alternative concepts of organic and local food production rather support or threaten each other in consumers’ choice. Results of a Bavarian survey, including a choice experiment for bread, beer, and milk on the attributes price, brand, local, and organic, are analyzed using a mixed logit model. Willingness-to-pay estimations confirm the importance of local production to the surveyed consumers, especially in interaction with organic production, leading to the conclusion that the two production methods can support each other in achieving price premiums. The estimated standard deviations show significant heterogeneity of the parameters for all three products for most attributes.