A study was conducted by Utah State University (USU) in the fall of 2024 to determine western U.S. consumer preferences and willingness to pay (WTP) (i.e., pricing) for regionally sourced processed food products. Study data were collected via an online survey of consumers using the
Qualtrics response system. A total of 1,282 responses were collected from all U.S. western states and territories.
Qualtrics recruited respondents to ensure that sample averages for age, education level, and annual household income were representative of the region’s demographics.
