PurposeThis paper measures German customers' label-depending preference and willingness to pay for organic and local food.Design/methodology/approachThe sample covers 325 survey respondents from 12 out of the 16 German federal states. Data was collected through convenience sampling in December 2019. A choice-based conjoint analysis was operated.FindingsCustomers value local food from their federal state most, thereby accepting a price premium of no less than 200%. The label moderates the influence of organic production conditions on price acceptance significantly.Research limitations/implicationsBased on self-reported data from a convenience sample, the demographic distribution of the sample differs from that of the German population. Moreover, the willingness to pay was found to be product-specific, limiting general applicability.Practical implicationsMarketers should focus on local and local organic food in the assortment. Marketing strategies should include information campaigns. Producers may sell their products regionally or cooperate with local retailers. Introducing a separate official “local organic” label is suggested.Originality/valueThe study provides detailed evidence on the preference of German costumers and suggests a significantly higher willingness to pay for organic and local food than previous literatures.

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Fourteen per cent of the global food produced is wasted every, posing an environmental, ecological, and social problem. Digital monetary food sharing platforms have been proposed to reduce food waste by a more efficient use of resources. Yet, literature did not inquire the motivation of consumers to use the platforms. Hence, this paper intends to fill the gap by contributing to the literature on a (food) sharing economy. This study is the first that empirically investigates motives to use monetary food sharing platforms in Germany. We use an exploratory sequential mixedmethod approach combining in-depth interviews with a quantitative online survey. Our results suggest that intrinsic motives have a stronger influence than extrinsic motives: the desire to explore new food was more strongly correlated to the behavioural intention to use the platforms than perceived economic benefit and sustainable motives. Concluding, the research deduces theoretical and managerial implications for different stakeholders.