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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=320) to estimate willingness to pay for COOL. Preliminary findings suggest, on average, consumers value COOL, are not homogenous, 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," Working Papers 15644, University of Florida, International Agricultural Trade and Policy Center.
  • Handle: RePEc:ags:uflowp:15644
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    File URL: http://purl.umn.edu/15644
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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.
    2. John A. Fox & Jason F. Shogren & Dermot J. Hayes & James B. Kliebenstein, 1998. "CVM-X: Calibrating Contingent Values with Experimental Auction Markets," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 80(3), pages 455-465.
    3. 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).
    4. Grier, Kevin & Kohl, David M., 2003. "Impacts Of U.S. Country Of Origin Labeling On U.S. Hog Producers," Final Reports 18146, George Morris Center.
    5. Jason F. Shogren & Dermot J. Hayes & James B. Kliebenstein & John A. Fox, 1994. "Bid Sensitivity and the Structure of the Vickrey Auction," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 76(5), pages 1089-1095.
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    Citations

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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. 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.
    3. 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, Foundation for the European Review of Agricultural Economics, vol. 38(2), pages 193-212, June.
    4. 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.
    5. 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), June.

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