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Analysis of Country of Origin Labeling for Food Products in Taiwan Using Auction Experiment with Tasting

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  • Chern, Wen S.
  • Lin, Huei-Ching

Abstract

This study attempts to evaluate the economic benefits of the country of origin labeling (COOL) in Taiwan. A Vickrey second-price sealed-bid auction was conducted to estimate the consumer’s willingness to pay for Taiwan products vs. those from China and Vietnam. Our experiment was designed to investigate the impacts of product tasting on bidding behavior. The regression results show that tasting raised bids for Taiwan and China teas, but lowered bids for Vietnam tea. The econometric results show very high premiums for Taiwan products. Taiwanese consumers and food producers stand to benefit greatly with COOL.

Suggested Citation

  • Chern, Wen S. & Lin, Huei-Ching, 2011. "Analysis of Country of Origin Labeling for Food Products in Taiwan Using Auction Experiment with Tasting," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103219, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea11:103219
    DOI: 10.22004/ag.econ.103219
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