Dr. Jung's research question focused primarily on state of origin labeling and and how it affects the purchasing decisions of buyers. Previous research has shown links between country of origin and purchasing preferences; Dr. Jung wondered whether a state of origin label would produce a similar effect. For this research project, Dr. Jung used the state logos of two products, one from North Dakota and the other from ohio. Using university students as test participants, surveys were administered to assess purchasing preferences based on the state affiliation. Surveys showed that the students did prefer local foods, and when local foods were not available, they showed preferences by region.
Dr. Jung's research is intended to provide some marketing guidance to the state government, farmers, food processors and entrepreneurs to develop sustainable marketing programs that are locally based. These programs would encourage people to buy local produce and reduce the number of food miles (the distance products travel from farms to the stores and markets that sell them). If there proves to be a strong correlation between the state of origin labeling and an increase in local food purchasing, it should provide strong evidence that more informative labeling could help reduce the transportation of food and associated greenhouse gas emissions and, in turn, benefit the sustainability movement.
