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Importance of EU Label Requirements: An Application of Ordered Probit Models to Belgium Beef Labels

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  • Verbeke, Wim
  • Ward, Ronald W.

Abstract

The objective of this paper is to determine which information cues related to quality and origin really attract consumer interest, specified as the level of attention paid to and perceived importance attached to label cues. The focus is (1) on indications of quality through quality marks, (2) on indications referring to the mandatory European beef labelling regulation, and (3) on indications reflecting origin. Data are collected from a sample of 278 beef consumers in Belgium. Ordered probit models are specified and estimated to assess the impact of household characteristics and a beef labeling information campaign. Findings reveal that consumer interest is generally low for traceability, moderate for origin and high for direct indications of quality. Interest in label cues is specifically low among younger males. Further, the publicity campaign had a measurable positive impact on consumer's attention to direct indications of quality and origin. Strategies including traceability for backing up on-label indications of quality are recommended.

Suggested Citation

  • Verbeke, Wim & Ward, Ronald W., 2003. "Importance of EU Label Requirements: An Application of Ordered Probit Models to Belgium Beef Labels," 2003 Annual meeting, July 27-30, Montreal, Canada 22077, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  • Handle: RePEc:ags:aaea03:22077
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    File URL: http://ageconsearch.umn.edu/record/22077/files/sp03ve02.pdf
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    References listed on IDEAS

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    Cited by:

    1. 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.
    2. Vandermersch, Mieke & Mathijs, Erik, 2004. "Consumer Willingness To Pay For Domestic Milk," Working Papers 31829, Katholieke Universiteit Leuven, Centre for Agricultural and Food Economics.
    3. Henneberry, Shida Rastegari & Armbruster, Walter J., 2003. "Emerging Roles For Food Labels: Inform, Protect, Persuade," Journal of Food Distribution Research, Food Distribution Research Society, vol. 0(Number 3), pages 1-8, November.
    4. Loureiro, Maria L. & Umberger, Wendy J., 2007. "A choice experiment model for beef: What US consumer responses tell us about relative preferences for food safety, country-of-origin labeling and traceability," Food Policy, Elsevier, vol. 32(4), pages 496-514, August.
    5. Gracia, Azucena & Zeballos, Gabriela, 2005. "Attitudes of Retailers and Consumers toward the EU Traceability and Labeling System for Beef," Journal of Food Distribution Research, Food Distribution Research Society, vol. 0(Number 3), pages 1-12, November.
    6. Uwamariya, Beatrice, 2014. "Assessment of Consumer Awareness and Preferences for Quality Certification and Origin-Labeling in Fruit Salads in Kigali,Rwanda," Research Theses 198512, Collaborative Masters Program in Agricultural and Applied Economics.

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