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Can COO Labeling be a Means of Pepper Differentiation: Quality Expectation and Taste Experience


  • Kloeckner, Heike
  • Langen, Nina
  • Hartmann, Monika


Country of Origin (COO) labeling has been shown in several studies to be an important extrinsic cue for consumers in their quality evaluation of food products such as olive oil. COO has not been discussed in the context of pepper; a spice which’s quality is highly dependant on its heritage. This is the first study that combines face-to-face interviews regarding attitudes, image and knowledge with a bind tasting of pepper and an investigation of consumer's WTP for pepper from different origins and processing characteristics. The study reveals that organic consumes are able to experience taste differences to due COO. They expect taste differences. But also concerned and involved consumers are not to that extent informed about COO that they rely in their purchase decision on COO information. As a result consumers are not willing to pay a significant higher price for COO labeled pepper.

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  • Kloeckner, Heike & Langen, Nina & Hartmann, Monika, 2011. "Can COO Labeling be a Means of Pepper Differentiation: Quality Expectation and Taste Experience," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 115963, European Association of Agricultural Economists.
  • Handle: RePEc:ags:eaae11:115963

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    6. Klaus G. Grunert, 2005. "Food quality and safety: consumer perception and demand," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 32(3), pages 369-391, September.
    7. Cembalo, Luigi & Cicia, Gianni & Del Giudice, Teresa, 2009. "The influence of country of origin on German consumer preferences for peaches: a latent class choice model," 113th Seminar, September 3-6, 2009, Chania, Crete, Greece 57997, European Association of Agricultural Economists.
    8. Richard T. Carson, 2011. "Contingent Valuation," Books, Edward Elgar Publishing, number 2489.
    9. 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.
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    Food Consumption/Nutrition/Food Safety;

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