Substitutes or Complements? Consumer Preference for Local and Organic Food Attributes

This research examines consumer preference and compares their willingness‐to‐pay for a host of value‐added attributes of processed blackberry jam, and focuses on various organic and local production location designations. Instead of being treated as a binary attribute, three levels of USDA organic are considered: 100% organic, at least 95% organic, and made with organic ingredients (at least 70% organic). For local production, three levels are...