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Consumer Response To Country-Of-Origin Labeling Program In The Context Of Heterogenous Preferences

Author

Listed:
  • Loureiro, Maria L.
  • Umberger, Wendy J.

Abstract

Consumer willingness to pay for a mandatory country-of-origin labeling program is assessed. A consumer survey was conducted during 2002 in several grocery stores in Boulder, Denver, and Fort Collins, Colorado. Econometric results indicate that surveyed consumers are willing to pay an average of $184 per household annually for a mandatory country-of-origin labeling program. Respondents were also willing to pay an average of $1.53 and $0.70 per pound more for steak and hamburger labeled as "U.S. Certified Steak" and "U.S. Certified Hamburger," which is equivalent to a 38% and 58%, respectively, over the initial given price.

Suggested Citation

  • Loureiro, Maria L. & Umberger, Wendy J., 2003. "Consumer Response To Country-Of-Origin Labeling Program In The Context Of Heterogenous Preferences," 2003 Annual meeting, July 27-30, Montreal, Canada 22129, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  • Handle: RePEc:ags:aaea03:22129
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    File URL: http://purl.umn.edu/22129
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    References listed on IDEAS

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    1. Schupp, Alvin R. & Gillespie, Jeffrey M., 2001. "Consumer Attitudes Toward Potential Country-Of-Origin Labeling Of Fresh Or Frozen Beef," Journal of Food Distribution Research, Food Distribution Research Society, vol. 32(03), November.
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    3. Schupp, Alvin & Gillespie, Jeffrey, 2001. "Handler Reactions to Potential Compulsory Country-of-Origin Labeling of Fresh or Frozen Beef," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 33(01), pages 161-171, April.
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    7. Caswell, Julie A., 1998. "How Labeling of Safety and Process Attributes Affects Markets for Food," Agricultural and Resource Economics Review, Cambridge University Press, vol. 27(02), pages 151-158, October.
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    Cited by:

    1. Henseleit, Meike & Kubitzki, Sabine & Teuber, Ramona, 2007. "Determinants of Consumer Preferences for Regional Food," 105th Seminar, March 8-10, 2007, Bologna, Italy 7871, European Association of Agricultural Economists.
    2. Sterns, James A. & House, Lisa & VanSickle, John J. & Wysocki, Allen F., 2004. "Cool And Consumers' Willingness To Pay In The Fresh Produce Industry - Some Initial Impressions From The Field," 2004 Annual Meeting, February 14-18, 2004, Tulsa, Oklahoma 34780, Southern Agricultural Economics Association.

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