Logan Britton

Britton's research focuses on consumer demand and market behavior in food and agricultural systems. Much of his work examines how consumers evaluate food technologies, labeling, and risk, and how those perceptions translate into purchasing decisions. His studies often use consumer surveys and choice experiments to measure willingness to pay and identify how information affects demand for food products. This work has examined issues such as consumer perceptions of livestock disease risks, demand for meat products with different attributes, and attitudes toward technologies used in food production. He also works with colleagues in food science, horticulture, and engineering on interdisciplinary projects related to food safety and agricultural production. In these collaborations, Britton focuses on the economic side of new technologies, including questions about cost, adoption, and market acceptance. These projects help connect technical innovations with the economic realities faced by producers, processors, and other businesses in the food supply chain.