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- All Subjects: Communication
- All Subjects: Local foods
- Member of: Theses and Dissertations
- Resource Type: Text
Description
Consumers can purchase local food through intermediated marketing channels, such as grocery stores, or through direct-to-consumer marketing channels, for instance, farmers markets. While the number of farms that utilize direct-to-consumer outlets keeps increasing, the direct-to-consumer sales remain lower than intermediated sales. If consumers prefer to purchase local food through intermediated channels, then policies designed to support direct channels may be misguided. Using a variety of experiments, this dissertation investigates consumer preferences for local food and their demand differentiated by marketing channel. In the first essay, I examine the existing literature on consumer preferences for local food by applying meta-regression analysis to a set of eligible research papers. My analysis provides evidence of statistically significant willingness to pay for local food products. Moreover, I find that a methodological approach and study-specific characteristics have a significant influence on the reported estimates for local attribute. By separating the demand for local from the demand for a particular channel, the second essay attempts to disentangle consumers’ preferences for marketing channels and the local-attribute in their food purchases. Using an online choice experiment, I find that consumers are willing to pay a premium for local food. However, they are not willing to pay premiums for local food that is sold at farmers markets relative to supermarkets. Therefore, in the third essay I seek to explain the rise in intermediated local by investigating local food shopping behavior. I develop a model of channel-selection in a nested context and apply it to the primary data gathered through an online food diary. I find that, while some consumers enjoy shopping at farmers markets to meet their objectives, such as socialization with farmers, the majority of consumers buy local food from supermarkets because they offer convenient settings where a variety of products can be bought as one basket. My overall results suggest that, if the goal is to increase the sales of local food, regardless of the channel, then existing supply-chain relationships in the local food channel appear to be performing well.
ContributorsPrintezis, Iryna (Author) / Richards, Timothy J. (Thesis advisor) / Grebitus, Carola (Committee member) / Schmitz, Troy (Committee member) / Arizona State University (Publisher)
Created2018
Description
This project analyzes the large array of managerial leadership research in congruence with the wide field of workplace communication to attempt to determine the importance of refining communication channels between managers and employees as well as articulate the core competencies a manager should exhibit when practicing exemplary communication in their respective work environment. The preliminary sections of this thesis will establish the currently existing foundations utilized and narrow the wide range of research available to applicable information regarding positive workplace communication, influencing factors in a feedback loop from the employee’s perspective, as well as leadership aspects and actions a manager can alter or initiate to improve their workplace’s environment through communicational refinement. This research is supplemented with a survey that was administered to Arizona State University student leaders who were involved in coordinating the Regional Business Conference on the Polytechnic campus. The survey data is designed to either confirm or contradict the findings of the literature. The objective of this project is to synthesize an overview of a manager’s responsibilities and recommend actions to tailor and improve workplace communication
ContributorsWhelan-Gonzales, Luke Andrew (Author) / Schmitz, Troy (Thesis director) / Pegg, TJ (Committee member) / Historical, Philosophical & Religious Studies (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05