Can local be the new organic? Food choice motives and willingness to pay

Due to growth and changing distribution channels for organic food in Germany, there is some concern that organic food will lose against local food in the competition for conscious consumers. In this paper we will present the results of a survey in Bavaria searching for consumer motives and label recognition. A choice experiment using different prices, brands and labels is conducted for bread, beer and milk. Results show the importance of local production to the surveyed consumers, similarly for conventional as for organic products