Abstract
This study investigated how consumers evaluate and are motivated to purchase locally produced agricultural products (LPAP) at supermarkets using semantic differential (SD) and best–worst scaling (BWS). The result from the structural equation modeling estimation of SD scales demonstrates that the past purchasing experience of LPAP affects how consumers evaluate them. However, regarding the preference parameter for LPAP purchasing motivation, the random parameter logit estimation on BWS reveals significant effects of understanding relevant key words related to environmental friendly measures in agriculture.
