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A Taste for Safer Beef? How Much Does Consumers’ Perceived Risk Influence Willingness to Pay for Country‐of‐Origin Labeled Beef

Author

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  • Kar H. Lim
  • Wuyang Hu
  • Leigh J. Maynard
  • Ellen Goddard

Abstract

ABSTRACT Past studies have shown that country of origin labeling (COOL) affects consumers’ demand for food products. However, besides the rationale of ethnocentrism or the desire to support domestic farmers, the underlying motivation for such behavior is not well understood. This study assesses consumers’ preferences for imported and domestic beef through a choice experiment. We found that willingness to pay for country‐of‐origin labeled imported beefsteak is associated with (a) consumers’ perceptions of the categorical risk from consuming beef, (b) consumers’ risk aversion to risks from beef consumption, and (c) consumers’ perceptions of the food‐safety level of imported beef. Results from this study suggest that the advantage of domestic beef over imported beef can be partly explained by consumers’ risk handling behavior. [EconLit citations: Q130].

Suggested Citation

  • Kar H. Lim & Wuyang Hu & Leigh J. Maynard & Ellen Goddard, 2014. "A Taste for Safer Beef? How Much Does Consumers’ Perceived Risk Influence Willingness to Pay for Country‐of‐Origin Labeled Beef," Agribusiness, John Wiley & Sons, Ltd., vol. 30(1), pages 17-30, January.
    • Handle: RePEc:wly:agribz:v:30:y:2014:i:1:p:17-30
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    File URL: http://hdl.handle.net/10.1002/agr.21365
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    Cited by:

    1. Zhou, Li & Turvey, Calum G. & Hu, Wuyang & Ying, Ruiyao, 2016. "Fear and trust: How risk perceptions of avian influenza affect Chinese consumers’ demand for chicken," China Economic Review, Elsevier, vol. 40(C), pages 91-104.
    2. Kar Ho Lim & Michael Vassalos & Michael Reed, 2018. "Point-of-Sale Specific Willingness to Pay for Quality-Differentiated Beef," Sustainability, MDPI, vol. 10(7), pages 1-13, July.
    3. Keith Walley & Paul Custance & Tan Feng & Xu Yang & Li Cheng & Sandra Turner, 2014. "The Influence of Country of Origin on Chinese Food Consumers," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 2(2), pages 78-98, October.
    4. Balcombe, Kelvin & Bradley, Dylan & Fraser, Iain & Hussein, Mohamud, 2016. "Consumer preferences regarding country of origin for multiple meat products," Food Policy, Elsevier, vol. 64(C), pages 49-62.
    5. Wenjing Nie & David Abler & Liqun Zhu & Taiping Li & Guanghua Lin, 2018. "Consumer Preferences and Welfare Evaluation under Current Food Inspection Measures in China: Evidence from Real Experiment Choice of Rice Labels," Sustainability, MDPI, vol. 10(11), pages 1-15, November.
    6. Xuqi Chen & Yan Heng & Zhifeng Gao & Yuan Jiang, 2022. "Impacts of duo‐regional generic advertising of social media on consumer preference," Agribusiness, John Wiley & Sons, Ltd., vol. 38(1), pages 21-44, January.
    7. Linhai Wu & Xiaoru Gong & Shasha Qin & Xiujuan Chen & Dian Zhu & Wuyang Hu & Qingguang Li, 2017. "Consumer preferences for pork attributes related to traceability, information certification, and origin labeling: Based on China's Jiangsu Province," Agribusiness, John Wiley & Sons, Ltd., vol. 33(3), pages 424-442, June.
    8. Menegaki, Angeliki, N. & Olsen, Søren Bøye & Tsagarakis, Konstantinos P., 2016. "Towards a common standard – A reporting checklist for web-based stated preference valuation surveys and a critique for mode surveys," Journal of choice modelling, Elsevier, vol. 18(C), pages 18-50.
    9. Ali Eldesouky & Francisco J. Mesias & Miguel Escribano, 2020. "Consumer Assessment of Sustainability Traits in Meat Production. A Choice Experiment Study in Spain," Sustainability, MDPI, vol. 12(10), pages 1-16, May.
    10. Oliver Meixner & Felix Katt, 2020. "Assessing the Impact of COVID-19 on Consumer Food Safety Perceptions—A Choice-Based Willingness to Pay Study," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    11. Lai, John & Wang, H. Holly, 2016. "Producers’ Willingness to Adopt an Alternative Technology: Market Opportunities to Export Pork to China," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236054, Agricultural and Applied Economics Association.
    12. Kar H. Lim & Wuyang Hu, 2016. "How Local Is Local? A Reflection on Canadian Local Food Labeling Policy from Consumer Preference," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 64(1), pages 71-88, March.
    13. Fabio Boncinelli & Andrea Dominici & Federico Bondioni & Enrico Marone, 2024. "Consumers bahavior towards the country of origin labeling policy: The case of the pasta market in Italy," Agribusiness, John Wiley & Sons, Ltd., vol. 40(1), pages 46-69, January.
    14. Bo Hou & Jing Hou & Linhai Wu, 2019. "Consumer Preferences for Traceable Food with Different Functions of Safety Information Attributes: Evidence from a Menu-Based Choice Experiment in China," IJERPH, MDPI, vol. 17(1), pages 1-18, December.
    15. Zhihua Xu & Jingzhu Shan, 2018. "The effect of risk perception on willingness to pay for reductions in the health risks posed by particulate matter 2.5: A case study of Beijing, China," Energy & Environment, , vol. 29(8), pages 1319-1337, December.
    16. Amanda Norris & John Cranfield, 2019. "Consumer Preferences for Country‐of‐Origin Labeling in Protected Markets: Evidence from the Canadian Dairy Market," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 41(3), pages 391-403, September.
    17. Wang, Yiqin & Wang, Jingbin & Han, Dan & Lv, Shanshan & Chen, Mo & Yin, Shijiu, 2022. "The interaction relationships among agricultural certification labels or brands: evidence from Chinese consumer preference for fresh produce," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(2), March.
    18. Simone Cerroni & Rodolfo M Nayga & Gioacchino Pappalardo & Wei Yang, 2022. "Malleability of food values amid the COVID-19 pandemic [Experimental methods: when and why contextual instructions are important]," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 49(2), pages 472-498.

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