Revisiting consumers’ valuation for local versus organic food using a non-hypothetical choice experiment: Does personality matter?

摘要: Abstract We investigate consumers’ preferences and willingness to pay (WTP) for local organic foods using a non-hypothetical choice experiment. Past studies have observed that beliefs attitudes affect productions claims. However, in psychology, personality is an important factor explaining individuals’ behavior, since traits are stable features which capture how individuals think, feel, behave. To the best of our knowledge, this first study interaction between both food products. used applesauce as product question, we implemented MIDI (Midlife Development Inventory) scale respondents’ personalities. focused on “Big Five” traits: openness experience, conscientiousness, extraversion, agreeableness neuroticism. find can be sources heterogeneity locally produced, but not applesauce.