COUNTRY-OF-ORIGIN LABELING OF BEEF PRODUCTS: U.S. CONSUMERS' PERCEPTIONS

In 2002, Chicago and Denver consumers were surveyed and participated in an experimental auction to elicit willingness to pay for country-of-origin labeling (COOL) of beef. Survey results indicate the majority of consumers (73%) were willing to pay an 11% and 24% premium for COOL of steak and hamburger, respectively. In the auction, consumers were willing to pay a 19% premium for steak labeled “"U.S.A. Guaranteed: Born and Raised in the U.S.”" Food-safety concerns, preferences for labeling source and origin information, a strong desire to support U.S. producers, and beliefs that U.S. beef was of higher quality were reasons consumers preferred COOL.


Issue Date:
2003-11
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/27050
Published in:
Journal of Food Distribution Research, Volume 34, Number 3
Page range:
103-116
Total Pages:
14




 Record created 2017-04-01, last modified 2018-01-11

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