Over the past couple of decades, consumers have begun to increase purchasing of locally labeled products. However, research has shown their definition of local production is not always accurate and varies by product category. This study investigates consumers’ perceptions of the geographic boundary for local fruits/vegetables and ornamental plants. A multinomial logit model is used to assess how consumers’ perceptions and perceived characteristics of local product attributes/factors (e.g. freshness, support local community, etc.) influence their understanding of geographic boundaries of local. Results are applicable to producers and retailers in their efforts to obtain portions of the local market. They are also pertinent to policy makers as they determine relevant regulations and definitions of local products.

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International Food and Agribusiness Management Review

International Food and Agribusiness Management Review

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Online ISSN: 1559-2448

Journal Impact IFAMR: 1.515

2021 CiteScore