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Cool And Consumers' Willingness To Pay In The Fresh Produce Industry - Some Initial Impressions From The Field

Author

Listed:
  • Sterns, James A.
  • House, Lisa
  • VanSickle, John J.
  • Wysocki, Allen F.

Abstract

The debate about Country-of-Origin labeling (COOL) has centered on the projected benefits and costs of its implementation. This study uses data from a Vickery auction (n=200) to estimate willingness to pay for COOL. Preliminary findings suggest, on average, consumers value COOL, are not homogeneous, and prefer fresh produce grown in the U.S.

Suggested Citation

  • 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.
    • Handle: RePEc:ags:saeaft:34780
    DOI: 10.22004/ag.econ.34780
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    Cited by:

    1. Awada, Lana & Yiannaka, Amalia, 2006. "Consumer purchasing decisions and welfare under country of origin. Labelling regulation," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10038, European Association of Agricultural Economists.
    2. Awada, Lana & Yiannaka, Amalia, 2012. "Consumer perceptions and the effects of country of origin labeling on purchasing decisions and welfare," Food Policy, Elsevier, vol. 37(1), pages 21-30.
    3. Zulug, Aslı & Miran, Bülent & Tsakiridou, Efthimia, 2015. "Consumer Preferences and Willingness to Pay for Country of Origin Labeled Product in Istanbul," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 16(2), pages 1-10.
    4. Luisa Menapace & Gregory Colson & Carola Grebitus & Maria Facendola, 2011. "Consumers' preferences for geographical origin labels: evidence from the Canadian olive oil market," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 38(2), pages 193-212, June.
    5. 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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