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Assessing Consumer Preferences for Country-of-Origin Labeling

Published online by Cambridge University Press:  28 April 2005

Maria L. Loureiro  and
Wendy J. Umberger
Maria L. Loureiro
Affiliation:
IDEGA-Universidade de Santiago de Compostela, Spain
Wendy J. Umberger
Affiliation:
Department of Agricultural and Resource Economics, Colorado State University, Fort Collins, CO
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Abstract

In this paper, we assess consumer willingness to pay for a mandatory country-of-origin labeling (COOL) program applied to beef ribeye steaks, chicken breasts, and pork chops, all labeled as “Certified U.S.” products. A consumer survey was mailed in spring and early summer 2003 to households in the continental United States. Results indicate that consumers are in general very concerned about food safety issues, viewing U.S. meat as the safest among the selection of countries considered. Nevertheless, consumer willingness to pay for Certified U.S. products is relatively small, although above the expected implementation costs associated with a mandatory labeling program. This finding coincides with the fact that only 36% of the sample favored consumers paying directly for the costs related to a mandatory COOL program.

Keywords

beefconsumer preferencescountry-of-origin labelingdichotomous choicewillingness to payD12Q13
Type
Articles
Information
Journal of Agricultural and Applied Economics , Volume 37 , Issue 1 , April 2005 , pp. 49 - 63
Copyright
Copyright © Southern Agricultural Economics Association 2005

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