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Signalling Origin: Consumer Willngness to Pay for Dairy Products with the "100% Canadian Milk" Label

Author

Listed:
  • Forbes-Brown, Shelicia
  • Mcheels, Eric
  • Hobbs, Jill

Abstract

In Canada, all fluid milk and cream products must be sourced from Canadian producers under the supply management policy governing the Canadian dairy sector, while other processed dairy products, such as cheese, yogurt, and ice cream can be made using imported milk components. Recently, the Dairy Farmers of Canada launched a 100% Canadian Milk label for products that contain only milk and milk ingredients produced in Canada. This paper uses a Discrete Choice Experiment from a Canada-wide survey of dairy consumers to elicit their willingness-to-pay for ice cream carrying the 100% Canadian Milk label. The results show that Canadian consumers are willing to pay more for ice cream products that carry the label. Consumer knowledge of the dairy sector affects their willingness to pay for this labelling information. Implications for the use of the Canadian origin label and suggestions for further research are discussed.

Suggested Citation

  • Forbes-Brown, Shelicia & Mcheels, Eric & Hobbs, Jill, 2015. "Signalling Origin: Consumer Willngness to Pay for Dairy Products with the "100% Canadian Milk" Label," 2015 Conference, August 9-14, 2015, Milan, Italy 211636, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae15:211636
    DOI: 10.22004/ag.econ.211636
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    References listed on IDEAS

    as
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    Cited by:

    1. Salamon, Petra & Weible, Daniela & Weber, Sascha & Christoph-Schulz, Inken, 2016. "Pros and Cons of Introducing a Mandatory Country of Origin Labelling for Dairy Products in Germany," 2016 International European Forum (151st EAAE Seminar), February 15-19, 2016, Innsbruck-Igls, Austria 244520, International European Forum on System Dynamics and Innovation in Food Networks.

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    Keywords

    Consumer/Household Economics; Food Consumption/Nutrition/Food Safety;

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