October 24, 2010/University Park, Pa./Company Press Release -- Not only are restaurant patrons willing to pay more for meals prepared with produce and meat from local providers, the proportion of customers preferring local meals actually increases, when the price increases, according to a team of international researchers.
A recent study of how customers perceive and value local food shows restaurant patrons prefer meals made with local ingredients, when they are priced slightly higher than meals made with non-local ingredients, said Amit Sharma, assistant professor, School of Hospitality Management, Penn State. The research will appear in the fall/winter issue of the International Journal of Revenue Management.