Local and Organic Preference: Logo versus Text

Michael Katz, Benjamin Campbell, Yizao Liu

Research output: Contribution to journalArticlepeer-review

11 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)328-347
Number of pages20
JournalJournal of Agricultural and Applied Economics
Issue number2
StatePublished - May 1 2019

All Science Journal Classification (ASJC) codes

  • Agricultural and Biological Sciences (miscellaneous)
  • Economics and Econometrics


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