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Abstract
We conducted a natural field experiment in an artisanal sit-down ice-cream shop in Italy to
investigate whether consumer choices are affected by information regarding locally grown
products. Two aspects of locally grown products are investigated: (i) quality due to terroir
(i.e., quality with a link to the territory) and (ii) reduced carbon emissions due to short
transportation distance. Contrary to the evidence emerging from the majority of the stated-preference
literature, our results suggest that consumer behavior is not significantly affected
by information regarding quality due to terroir. We also find that consumers positively
respond to information concerning reduced carbon emissions, although the estimated average
WTP is small (10 Euro cents). Finally, we offer a contribution to the literature on sustainable
food consumption by documenting a gender gap and a cohort effect and by providing
evidence that social pressure, as proxied by the size of the party and the presence of kids at
the table, fosters environmentally friendly consumption.