To Fund or Not to Fund: Assessment of the Potential Impact of a Regional Promotion Campaign

This paper develops a framework for assessing the potential economic impact of a regional promotion campaign combining contingent valuation methods with a partial displacement equilibrium model. The proposed approach is applied to the evaluation of the potential economic impact of the locally grown campaign in South Carolina. Results reveal that the first season of the promotion campaign increased consumer willingness to pay for produce by 3.4%. The change in consumer preferences and the corresponding shift in demand increased producer surplus by $3.09 million. This economic benefit, combined with the 2007 promotion campaign investment, resulted in a benefit-cost ratio of 6.18.


Issue Date:
2010-08
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/93214
Published in:
Journal of Agricultural and Resource Economics, Volume 35, Number 2
Page range:
245-260
Total Pages:
16




 Record created 2017-04-01, last modified 2017-08-25

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