Estimating Consumer Willingness to Pay for Country-of-Origin Labeling

Consumer willingness to pay for a mandatory country-of-origin labeling program is assessed. A consumer survey was conducted during 2002 in several grocery stores in Boulder, Denver, and Fort Collins, Colorado. Econometric results indicate that surveyed consumers are willing to pay an average of $184...

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Bibliographic Details
Published inJournal of Agricultural and Resource Economics Vol. 28; no. 2; pp. 287 - 301
Main Authors Loureiro, Maria L., Umberger, Wendy J.
Format Journal Article
LanguageEnglish
Published Logan Western Agricultural Economics Association 01.08.2003
Edition1835
Subjects
Agriculture
Beef
Consumer economics
consumer preferences
Consumer research
Consumer surveys
Consumer/Household Economics
Consumers
Costs
country-of-origin labeling
Debates
dichotomous choice
Food labeling
Food safety
Grocery stores
Halo effect
Hamburgers
International trade
Labeling
Meat industry
Meat products
Perceptions
Polls & surveys
Price premiums
Product labeling
Product quality
Steak
Willingness to pay
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Summary:Consumer willingness to pay for a mandatory country-of-origin labeling program is assessed. A consumer survey was conducted during 2002 in several grocery stores in Boulder, Denver, and Fort Collins, Colorado. Econometric results indicate that surveyed consumers are willing to pay an average of $184 per household annually for a mandatory country-of-origin labeling program. Respondents were also willing to pay an average of $1.53 and $0.70 per pound more for steak and hamburger labeled as "U.S. Certified Steak" and "U.S. Certified Hamburger," which is equivalent to an increase of 38% and 58%, respectively, over the initial given price.
Bibliography:ObjectType-Article-2
SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 23
ISSN:1068-5502
2327-8285
DOI:10.22004/ag.econ.31091