Work

Consumer support for minority entrepreneur farmers

Year: 2026

Type: article

Abstract: This study examines whether beginning farmers’ race and gender influence consumer support, measured through monetary contributions, voluntary effort, and willingness to pay for agricultural products. Using an incentivized online experiment with 1459 U.S. consumers, we exogenously manipulate the farmer’s race (White, Hispanic, and Black) and gender (male and female) on product labels. We do not detect statistically significant effects of race or gender across the three support outcomes. Overall, our findings indicate broadly similar levels of consumer support across the racial and gender groups studied, while not ruling out smaller or context-dependent forms of discrimination. These findings have implications for the economic viability of beginning farmers.

Source: Journal of Economic Behavior & Organization

DOI: 10.1016/j.jebo.2026.107765

Authors: Michelle S. Segovia, Shuoli Zhao, Marco A. Palma, Rodolfo M. Nayga, Ron L. Rainey

Institutions: University of Delaware, University of Kentucky, Texas A&M University, Korea University, University of Arkansas at Fayetteville

Language: English

Topic: Names, Identity, and Discrimination Research

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDGs: Reduced inequalities, Gender equality, Decent work and economic growth, Zero hunger

Open Access status: hybrid

Estimated APC paid: $3,180