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Country-Of-Origin Labeling Of Beef Products: U.S. Consumers' Perceptions

Author

Listed:
  • Umberger, Wendy J.
  • Feuz, Dillon M.
  • Calkins, Chris R.
  • Sitz, Bethany M.

Abstract

In 2002, Chicago and Denver consumers were surveyed and participated in an experimental auction to elicit willingness to pay for country-of-origin labeling (COOL) of beef. Survey results indicate the majority of consumers (73%) were willing to pay an 11% and 24% premium for COOL of steak and hamburger, respectively. In the auction, consumers were willing to pay a 19% premium for steak labeled "U.S.A. Guaranteed: Born and Raised in the U.S." Food-safety concerns, preferences for labeling source and origin information, a strong desire to support U.S. producers, and beliefs that U.S. beef was of higher quality were reasons consumers preferred COOL.

Suggested Citation

  • Umberger, Wendy J. & Feuz, Dillon M. & Calkins, Chris R. & Sitz, Bethany M., 2003. "Country-Of-Origin Labeling Of Beef Products: U.S. Consumers' Perceptions," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(3), pages 1-14, November.
  • Handle: RePEc:ags:jlofdr:27050
    DOI: 10.22004/ag.econ.27050
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    References listed on IDEAS

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