Nudging local: Do information treatments work?

Abstract

This study examines how information nudges shape consumer preferences for locally grown foods. Using an online discrete choice experiment with blueberries, we assess the effectiveness of tailored information emphasizing local economy support, quality, and environmental benefits in increasing consumer valuation of state-branded products. Results indicate that consumers respond positively to all information treatments, with quality—particularly freshness—having the strongest effect. State ethnocentrism plays a key role, as consumers with higher state ethnocentrism exhibit greater willingness to pay for the state-branded logo across all treatments. These findings provide insights for improving local food marketing strategies and strengthening state-level marketing programs.