Can a Local Food Label Nudge Consumer Behavior? Implications of an Eye-tracking Study of Honey Products Academic Article uri icon

abstract

  • AbstractThis study presents an eye-tracking experiment to investigate consumer responses toward local Texas honey. Honey adulteration news was used as a treatment along with product attributes, such as a certified Texas honey seal, price, organic, and product reviews. The eye-tracking technology was applied to examine the effect of attribute-non-attendance to measure the treatment effects more robustly. The results show that honey adulteration information increases consumers willingness to pay (WTP) for some quality-related attributes. The results also show that negative product reviews have a much larger reduction in the magnitude of WTP than the increase produced by positive product reviews.

published proceedings

  • Journal of Agricultural and Applied Economics

author list (cited authors)

  • Huang, Y., Palma, M. A., & Rangel, J.

complete list of authors

  • Huang, Yu-Kai||Palma, Marco A||Rangel, Juliana

publication date

  • February 2024