Abstract
State branding programs have become an integral part of many food marketing efforts throughout the United States. State pride may play a role in consumers’ demands for local food products that satisfy desires for connectedness through the food supply chain.However, little research has studied measures of consumers’ state pride, i.e.ethnocentrism. In this study, we develop and calculate consumers’ state pride scores based on survey responses from consumers across an eight-state region. We find that most consumers do not have extremely high or low levels of state pride, but the probability of choosing one’s own state brand is predominately affected by their state pride score.
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