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Measuring the relative importance of preferences for country of origin in China, France, Niger, and the United States

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  • Mariah D. Ehmke
  • Jayson L. Lusk
  • Wallace Tyner

Abstract

Recent labeling policies in developed countries place new focus on origin labeling, especially country of origin labeling, for a variety of food products. It is not clear if this new emphasis on origin is the result of more ethnocentric consumer preferences for food. We measure consumer preferences for country of origin in four different international locations and one domestic control location using a conjoint experiment to test the null hypotheses that consumers do not have stronger own‐country preferences. In addition, we compare the relative importance of consumer preferences for origin to their preferences for genetically modified food and pesticide‐free production using attribute coefficients from within location ordered probit models. The study was conducted in China, France, Niger, and the United States. We find consumers tend to prefer food from their own location indicating ethnocentric tendencies do play a role in shaping country‐of‐origin preferences. Country of origin is generally less important to consumers than genetically modified food content and pesticide use in food production.

Suggested Citation

  • Mariah D. Ehmke & Jayson L. Lusk & Wallace Tyner, 2008. "Measuring the relative importance of preferences for country of origin in China, France, Niger, and the United States," Agricultural Economics, International Association of Agricultural Economists, vol. 38(3), pages 277-285, May.
    • Handle: RePEc:bla:agecon:v:38:y:2008:i:3:p:277-285
    DOI: 10.1111/j.1574-0862.2008.00299.x
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    1. Kushwaha, Saket & Musa, A.S. & Lowenberg-DeBoer, James & Fulton, Joan R., 2004. "Consumer Acceptance Of Gmo Cowpeas In Sub-Sahara Africa," 2004 Annual meeting, August 1-4, Denver, CO 20216, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
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    1. Xie, Jing & Hyeyoung, Kim & House, Lisa, 2014. "Valuing Information on GM Foods in the presence of Country-of-Origin Labels," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 4(3), pages 1-14, February.
    2. Lagerkvist, Carl Johan & Hess, Sebastian & Okello, Julius & Hansson, Helena & Karanja, Nancy, 2013. "Food health risk perceptions among consumers, farmers, and traders of leafy vegetables in Nairobi," Food Policy, Elsevier, vol. 38(C), pages 92-104.
    3. Kilders, Valerie & Caputo, Vincenzina & Liverpool-Tasie, Lenis Saweda O., 2021. "Consumer ethnocentric behavior and food choices in developing countries: The case of Nigeria," Food Policy, Elsevier, vol. 99(C).
    4. Demont, Matty & Rutsaert, Pieter & Ndour, Maimouna & Verbeke, Wim, 2013. "Reversing Urban Bias in African Rice Markets: Evidence from Senegal," World Development, Elsevier, vol. 45(C), pages 63-74.
    5. Baba, Yasmina & Kallas, Zein & Gil, Jose M. & Realini, Carolina, 2015. "Impact of hedonic evaluation on consumers’ preferences for beef enriched with Omega 3: A Generalized Multinomial Logit Model approach," 2015 Conference, August 9-14, 2015, Milan, Italy 211191, International Association of Agricultural Economists.
    6. 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.
    7. Zheng, Qiujie & Wang, H. Holly, 2016. "Chinese preferences for sustainable attributes for food away from home: A rank-ordered model," China Economic Review, Elsevier, vol. 41(C), pages 148-158.
    8. Lewis, Karen E. & Grebitus, Carola & Nayga, Rodolfo M., 2016. "U.S. consumers’ preferences for imported and genetically modified sugar: Examining policy consequentiality in a choice experiment," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 65(C), pages 1-8.
    9. Kassas, Bachir & Cao, Xiang & Gao, Zhifeng & House, Lisa A. & Guan, Zhengfei, 2023. "Consumer preferences for country of origin labeling: Bridging the gap between research estimates and real-world behavior," Journal of choice modelling, Elsevier, vol. 48(C).
    10. Devesh Roy & Ekin Birol & Katharina Deffner & Bhushana Karandikar, 2010. "Developing Country Consumers’ Demand for Food Safety and Quality: Is Mumbai Ready for Certified and Organic Fruits?," Chapters, in: Jeff Bennett & Ekin Birol (ed.), Choice Experiments in Developing Countries, chapter 15, Edward Elgar Publishing.
    11. Lagerkvist, Carl Johan & Hess, Sebastian & Ngigi, Marther W. & Okello, Julius Juma, 2011. "Consumers’ Willingness to Pay for Food Safety in Nairobi: The Case of Fresh Vegetables," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114409, European Association of Agricultural Economists.
    12. Birol, Ekin & Roy, Devesh & Torero, Maximo, 2010. "How safe is my food?: Assessing the effect of information and credible certification on consumer demand for food safety in developing countries," IFPRI discussion papers 1029, International Food Policy Research Institute (IFPRI).
    13. Peterson, Hikaru Hanawa & Burbidge, Linda D., 2012. "Japanese Consumers’ Valuation of U.S. Beef and Pork Products after the Beef Trade Ban," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 37(1), pages 1-19, April.
    14. Glynn T. Tonsor & Ted C. Schroeder & Jayson L. Lusk, 2013. "Consumer Valuation of Alternative Meat Origin Labels," Journal of Agricultural Economics, Wiley Blackwell, vol. 64(3), pages 676-692, September.
    15. Elliott, Greg & Tam, Charles Chin Chiu, 2014. "Does culture matter to Chinese consumers? Empirical evidence," Australasian marketing journal, Elsevier, vol. 22(4), pages 314-324.
    16. repec:ags:jrapmc:122305 is not listed on IDEAS
    17. Feyaerts, Hendrik & Maertens, Miet, 2021. "The Market for Onions or Lemons? Import Substitution and Consumer Preferences in Senegal," 2021 Conference, August 17-31, 2021, Virtual 315170, International Association of Agricultural Economists.
    18. Lavoie, Nathalie & Joseph, Siny, 2020. "Trade War and Incomplete Labeling Regulation: Lose-Lose Situation for U.S. Consumers," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304645, Agricultural and Applied Economics Association.
    19. 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 49503, Agricultural and Applied Economics Association.

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