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Does the country-of-origin (COO) of food products influence consumer evaluations? An empirical examination of ham and cheese


  • Krystallis, Athanasios
  • Chryssochoidis, George M.


The present study attempts to assess the impact of the COO effect on the evaluation of specific food products by Greek consumers. This issue has been examined exhaustively in the international literature, albeit very few studies concern food products. A particular effort is geared towards measuring consumers' ethnocentric tendency as antecedent to the appearance of the COO effect and examining the level at which the latter is activated (product or attribute- specific). In this respect, consumer attitude (dis)similarities towards product types are analysed with exploratory and confirmatory factor analyses. Data were collected though personal interviews with a sample of 274 respondents, which compared two food products of Greek origin (ham and yellow cheese) to their counterparts from Italy and the Netherlands. Results indicate that respondents exhibit a marginally ethnocentric tendency. Overall, although the present study reveals the existence of COO effect activated at the product - level, a more thorough analysis justified only minor differences between the competing products at the attribute level.

Suggested Citation

  • Krystallis, Athanasios & Chryssochoidis, George M., 2006. "Does the country-of-origin (COO) of food products influence consumer evaluations? An empirical examination of ham and cheese," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10027, European Association of Agricultural Economists.
  • Handle: RePEc:ags:eaae98:10027

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    References listed on IDEAS

    1. Ulrich R. Orth & Zuzana Firbasov√°, 2003. "The role of consumer ethnocentrism in food product evaluation," Agribusiness, John Wiley & Sons, Ltd., vol. 19(2), pages 137-153.
    2. Moon, B. J. & Jain, S. C., 2002. "Consumer processing of foreign advertisements: roles of country-of-origin perceptions, consumer ethnocentrism, and country attitude," International Business Review, Elsevier, vol. 11(2), pages 117-138, April.
    3. Victor V Cordell, 1992. "Effects of Consumer Preferences for Foreign Sourced Products," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(2), pages 251-269, June.
    4. Javalgi, Rajshekhar G. & Khare, Virginie Pioche & Gross, Andrew C. & Scherer, Robert F., 2005. "An application of the consumer ethnocentrism model to French consumers," International Business Review, Elsevier, vol. 14(3), pages 325-344, June.
    5. Maheswaran, Durairaj, 1994. " Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations," Journal of Consumer Research, Oxford University Press, vol. 21(2), pages 354-365, September.
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    Cited by:

    1. repec:vul:omefvu:v:9:y:2017:i:2:id:232 is not listed on IDEAS
    2. Gedikoglu, Haluk & Parcell, Joe L., 2014. "Variation of Consumer Preferences Between Domestic and Imported Food: The Case of Artisan Cheese," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(2), July.


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