Analysis of Country of Origin Labeling for Food Products in Taiwan using Auction Experiment
The purpose of this study is to evaluate the economic benefits of country of origin labeling (COOL) regulation by estimating the consumer's willingness to pay (WTP) for Taiwan products vs. other imported products if clearly labeled with their countries of origin. We employ the Vickrey second-price sealed bid auction and conducted auctions in three major cities in Taiwan in 2009. Charcoal-smoked plums from Taiwan and China and oolong teas from Taiwan, China, and Vietnam are auctioned products. One important feature of our experimental design is to investigate the impacts of product tasting on bidding behavior. We estimated Tobit bid models and the OLS premium functions. The regression results show that product tasting affected the participants' WTP positively or negatively depending on products. Specifically, tasting raised bids for Taiwan and China teas, but lowered bids for Vietnam tea. The econometric results show very high premiums for Taiwan products, ranging from 83% to 109% for tea and 55% to 66% for charcoal-smoked plum. These findings clearly show strong preference of Taiwanese consumers over food and agricultural products produced domestically. It is very important to have rigorous COOL regulation in Taiwan. If all foods and agricultural products are clearly labeled with their countries of origin, Taiwanese consumers and food producers stand to benefit greatly with COOL. The COOL would be one of the best instruments to reduce the negative impacts of agricultural trade liberalization under WTO or ECFA.
|Date of creation:||Aug 2010|
|Contact details of provider:|| Postal: 6-1 Mihogaoka, Ibaraki, Osaka 567-0047|
Web page: http://www.iser.osaka-u.ac.jp/index-e.html
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Jay R. Corrigan & Matthew C. Rousu, 2006.
"Posted Prices and Bid Affiliation: Evidence from Experimental Auctions,"
American Journal of Agricultural Economics,
Agricultural and Applied Economics Association, vol. 88(4), pages 1078-1090.
- Jay R. Corrigan & Matthew C. Rousu, 2006. "Posted Prices and Bid Affiliation: Evidence from Experimental Auctions," Working Papers 0602, Kenyon College, Department of Economics.
- Colin Carter & Barry Krissoff & Alix Peterson Zwane, 2006. "Can Country-of-Origin Labeling Succeed as a Marketing Tool for Produce? Lessons from Three Case Studies," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 54(4), pages 513-530, December.
- John A. List & Jason F. Shogren, 1999. "Price Information and Bidding Behavior in Repeated Second-Price Auctions," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 81(4), pages 942-949.
- John List & Jason Shogren, 1999. "Price Information and Bidding Behavior in Repeated Second-Price Auctions," Natural Field Experiments 00526, The Field Experiments Website.
When requesting a correction, please mention this item's handle: RePEc:dpr:wpaper:0788. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Fumiko Matsumoto)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.