Customers' willingness to pay premium for locally sourced menu items

@inproceedings{Ortiz2010CustomersWT,
  title={Customers' willingness to pay premium for locally sourced menu items},
  author={A. Ortiz},
  year={2010}
}
While some studies have indicated consumers‟ intentions and willingness to pay a premium for local foods, little research has studied what pricing premiums customers will actually pay in restaurant settings. The purpose of this study was to identify perceptions of customers in one educational dining facility about what influenced their willingness to pay a premium price for a promoted, locally sourced menu option, and assess their commitment to pay such a premium. A short questionnaire was used… Expand
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