Research Report: Are State Branded Products Local? A Case in Missouri

This study aims to analyze consumer perceptions and preferences for local and state-sponsored labels and how consumers’ familiarity with the state brand affects their willingness to pay for the labeled products using the case of Missouri. We found that the local label and state brand differ from the consumer perspective. Consumers familiar with the Missouri Grown brand and who support farms in Missouri were willing to pay a higher premium for the state brand than the local label.