Is local all that matters? An experiment on Canadian consumers’ preferences for produce

The dataset is in csv format. It includes rows of individual participants' data with columns of each of the variables (i.e. bids, age, BDM market price). The data was collected in July of 2024. This dataset has been used as part of a Master's Thesis completed at The University of Guelph. This data was gathered through an incentivized field experiment to better understand how consumers perceive different production methods and local labelling. Through the Becker-DeGroot-Marschak mechanism, we elicited participants true WTP for six products: Local Greenhouse Grown Lettuce, Local Field Grown Lettuce, Local Vertically Farmed Lettuce, Non-Local Greenhouse Grown Lettuce, Non-Local Field Grown Lettuce, and Non-Local Vertically Farmed Lettuce. There were 3 different nudge treatments, along with a control group where no message is given to the participant, which were randomly assigned. The data shows the participant ID, the timing of their bids (WTP), answers to the practice questions, treatment and cluster orders, their WTP bids, and all the answers to the survey questions. Further description and information can be found in Gibson (2025), the link can be found below.