Is local all that matters? An experiment on Canadian consumers’ preferences for produce

It includes rows of individual participants' data with columns of each of the variables (i.e. bids, age, BDM market price). The data was collected in July of 2024.

This dataset has been used as part of a Master's Thesis completed at The University of Guelph. This data was gathered through an incentivized field experiment to better understand how consumers perceive different production methods and local labelling. Through the Becker-DeGroot-Marschak mechanism, we elicited participants true WTP for six products: Local Greenhouse Grown Lettuce, Local Field Grown Lettuce, Local Vertically Farmed Lettuce, Non-Local Greenhouse Grown Lettuce, Non-Local Field Grown Lettuce, and Non-Local Vertically Farmed Lettuce.