Consumer support for minority entrepreneur farmers

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.