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Assessing Consumer Preferences for Country-of-Origin Labeling

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  • Loureiro, Maria L.
  • Umberger, Wendy J.

Abstract

In this paper, we assess consumer willingness to pay for a mandatory country-of-origin labeling (COOL) program applied to beef ribeye steaks, chicken breasts, and pork chops, all labeled as “Certified U.S.†products. A consumer survey was mailed in spring and early summer 2003 to households in the continental United States. Results indicate that consumers are in general very concerned about food safety issues, viewing U.S. meats as the safest among the selection of countries considered. Nevertheless, consumer willingness to pay for Certified U.S. products is relatively small, although above the expected implementation costs associated with a mandatory labeling program. This finding coincides with the fact that only 36% of the sample favored consumers paying directly for the costs related to a mandatory COOL program.

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Bibliographic Info

Article provided by Southern Agricultural Economics Association in its journal Journal of Agricultural and Applied Economics.

Volume (Year): 37 (2005)
Issue (Month): 01 (April)
Pages:

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Handle: RePEc:ags:joaaec:43712

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Web page: http://www.saea.org/jaae/jaae.htm
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Related research

Keywords: beef; consumer preferences; country-of-origin labeling; dichotomous choice; willingness to pay; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; D12; Q13;

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References

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  1. Maria Luz Loureiro & Jill J. McCluskey, 2000. "Assessing consumer response to protected geographical identification labeling," Agribusiness, John Wiley & Sons, Ltd., vol. 16(3), pages 309-320.
  2. Plain, Ronald L. & Grimes, Glenn, 2003. "Benefits Of Cool To The Cattle Industry," Working Papers, University of Missouri Columbia, Department of Agricultural Economics 26048, University of Missouri Columbia, Department of Agricultural Economics.
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  4. Loureiro, Maria L. & Umberger, Wendy J., 2003. "Estimating Consumer Willingness to Pay for Country-of-Origin Labeling," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 28(02), August.
  5. Timothy C. Haab & Ju-Chin Huang & John C. Whitehead, . "Are Hypothetical Referenda Incentive Compatible? A Comment," Working Papers 9708, East Carolina University, Department of Economics.
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Citations

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Cited by:
  1. Pouliot, Sébastien & Sumner, Daniel A., 2012. "Differential Impacts of Country of Origin Labeling: COOL Econometric Evidence from Cattle Markets," Working Papers, Structure and Performance of Agriculture and Agri-products Industry (SPAA) 148593, Structure and Performance of Agriculture and Agri-products Industry (SPAA).
  2. Bolliger, Conradin & Reviron, Sophie, 2008. "Consumer Willingness to Pay for Swiss Chicken Meat: An In-store Survey to Link Stated and Revealed Buying Behaviour," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44155, European Association of Agricultural Economists.
  3. Grebitus, Carola & Colson, Gregory & Menapace, Luisa, 2012. "A comparison of hypothetical survey rankings with consumer shopping behavior and product knowledge," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, Southern Agricultural Economics Association, vol. 44(01), February.
  4. Anders, Sven & Caswell, Julie A., 2009. "The Benefits and Costs of Proliferation of Geographical Labeling for Developing Countries," Estey Centre Journal of International Law and Trade Policy, Estey Centre for Law and Economics in International Trade, vol. 10(1).
  5. Brian Mennecke & Anthony Townsend & Dermot J. Hayes & Steven M. Lonergan, 2006. "Study of the Factors that Influence Consumer Attitudes Toward Beef Products Using the Conjoint Market Analysis Tool, A," Center for Agricultural and Rural Development (CARD) Publications 06-wp425, Center for Agricultural and Rural Development (CARD) at Iowa State University.
  6. Henseleit, Meike & Kubitzki, Sabine & Teuber, Ramona, 2007. "Determinants of Consumer Preferences for Regional Food," 105th Seminar, March 8-10, 2007, Bologna, Italy 7871, European Association of Agricultural Economists.
  7. Tonsor, Glynn T. & Wolf, Christopher A., 2011. "On mandatory labeling of animal welfare attributes," Food Policy, Elsevier, Elsevier, vol. 36(3), pages 430-437, June.
  8. Wendy J. Umberger & Dawn D. Thilmany McFadden & Amanda R. Smith, 2009. "Does altruism play a role in determining U.S. consumer preferences and willingness to pay for natural and regionally produced beef?," Agribusiness, John Wiley & Sons, Ltd., vol. 25(2), pages 268-285.
  9. Travisi, Chiara Maria & Nijkamp, Peter, 2008. "Valuing environmental and health risk in agriculture: A choice experiment approach to pesticides in Italy," Ecological Economics, Elsevier, vol. 67(4), pages 598-607, November.
  10. Mennecke, Brian & Townsend, Anthony & Hayes, Dermot J. & Lonergan, Steven, 2006. "A Study of the Factors That Influence Consumer Attitudes Toward Beef Products Using the Conjoint Market Analysis Tool," Staff General Research Papers 12650, Iowa State University, Department of Economics.
  11. Awada, Lana & Yiannaka, Amalia, 2012. "Consumer perceptions and the effects of country of origin labeling on purchasing decisions and welfare," Food Policy, Elsevier, Elsevier, vol. 37(1), pages 21-30.
  12. Iimi, Atsushi, 2007. "Infrastructure and trade preferences for the livestock sector : empirical evidence from the beef industry in Africa," Policy Research Working Paper Series 4201, The World Bank.
  13. Lusk, Jayson L. & Norwood, F. Bailey, 2006. "Social Desirability Bias in Willingness-to-Pay for Products with Normative Attributes," 2006 Annual meeting, July 23-26, Long Beach, CA 21428, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  14. Loureiro, Maria L. & Umberger, Wendy J., 2007. "A choice experiment model for beef: What US consumer responses tell us about relative preferences for food safety, country-of-origin labeling and traceability," Food Policy, Elsevier, Elsevier, vol. 32(4), pages 496-514, August.
  15. Dinopoulos, Elias & Livanis, Grigorios & West, Carol, 2010. "Country of Origin Labeling (C.O.O.L.): How cool is it?," International Review of Economics & Finance, Elsevier, Elsevier, vol. 19(4), pages 575-589, October.
  16. Violette, William J. & Harou, Aurélie P. & Upton, Joanna B. & Bell, Samuel D. & Barrett, Christopher B. & Gómez, Miguel I. & Lentz, Erin C., 2013. "Recipients’ Satisfaction with Locally Procured Food Aid Rations: Comparative Evidence from a Three Country Matched Survey," World Development, Elsevier, vol. 49(C), pages 30-43.
  17. Lewis, Karen E. & Grebitus, Carola, 2013. "Consumers’ Attitudes towards Country of Origin Labeling for Sugar," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C., Agricultural and Applied Economics Association 150162, Agricultural and Applied Economics Association.
  18. Fred Kuchler & Barry Krissoff & David Harvey, 2010. "Do Consumers Respond to Country-of-Origin Labelling?," Journal of Consumer Policy, Springer, Springer, vol. 33(4), pages 323-337, December.
  19. Scozzafava, Gabriele & Casini, Leonardo & Marinelli, Nicola, 2012. "Modern Distribution vs. Specialised Shop: a Study on beef consumer behaviour," 2012 XX Convegno Annuale SIEA, Siracusa, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA) 130448, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA).
  20. Zepeda, Lydia & Li, Jinghan, 2006. "Who Buys Local Food?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 37(03), November.
  21. Pozo, Veronica F. & Saak, Alexander E. & Hanawa-Peterson, Hikaru, 2009. "Product Origin and Reputation for Quality: the Case of Organic Foods," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin, Agricultural and Applied Economics Association 49503, Agricultural and Applied Economics Association.
  22. Bolliger, Conradin, 2011. "Assessing Consumers' Cognitive, Affective and Normative Associations on Willingness-to-pay for Domestic Foods," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland, European Association of Agricultural Economists 114259, European Association of Agricultural Economists.
  23. Donatella Baiardi & Riccardo Puglisi & Simona Scabrosetti, 2012. "Individual Attitudes on Food Quality and Safety: Empirical Evidence on EU Countries," DEM Working Papers Series 014, University of Pavia, Department of Economics and Management.

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