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UBC Undergraduate Research

Intervention to encourage consumer’s choice and willingness to pay for local food Kale University Sun, Yumeng; Cao, Haiqing; Guo, Wei; Lehman, Spencer; Duan, Wenjia

Abstract

This study intends to show how informative posters influence consumers' choice and willingness to pay for food products. To operate the study, we hypothesized the poster with transportation and GHG emissions will have the greatest impact on increasing willingness to buy and choose local foods. The study is a between-subject group design, participants (N=252) were randomly assigned to three conditions: No-Framing condition, GHG Emission condition, and GHG Emission plus Transportation Distance condition, providing them informative posters with different types of local and remote food types. We used an online survey to measure if exposure of informative posters increases the participant’s willingness to pay for local food. The data analysis demonstrates that more people would choose local Steak and cheese after seeing information of transport distance and GHG emissions, which supports our hypothesis. Furthermore, the results in our study showed a significant effect of the variable on location of cheese, consumers have a preference for remote cheese over local cheese, regardless of the descriptive transportation information, that did not support our hypothesis and provided itself as a limitation on our study and a piece for consideration to improve upon meeting sustainability goals on UBC’s campus in the foods department. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

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Attribution-NonCommercial-NoDerivatives 4.0 International