COOL and Consumers' Willingness to Pay in the Fresh Produce Industry - Some Initial Impressions from the Field

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.


Issue Date:
2004
Publication Type:
Working or Discussion Paper
PURL Identifier:
http://purl.umn.edu/15644
Total Pages:
17
Series Statement:
Working Paper WPTC 04-01




 Record created 2017-04-01, last modified 2017-08-23

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