To capitalize on potential opportunities presented by growing consumer demand for locally grown foods, farmers need insight into significant motivations and behavioral characteristics of consumers in their region. This article aims to evaluate the characteristics of southeastern urban consumers...

The willingness to plant identity preserved (IP) crops was examined using Mississippi soybean producers as an example. A contingent valuation framework was used to assess the impacts of offered premiums on a producer's probability of planting IP soybeans. Findings suggest that offered premiums...