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The objective of this research is to identify Chilean consumer attitudes towards COO (Country-of-Origin) labeling, determine the importance of COO, and identify consumers who are most likely to buy COO-labeled beef products from Uruguay. The results suggest that age, number of children at home, whether the interviewee was the primary person responsible for meal selection, and whether interviewees purchased beef from different countries were significant determinants of whether a Chilean interviewee regarded COO as important. Age, income level, beef purchase frequency, and homemaker were significant determinants of whether an interviewee would purchase COO-labeled beef from Uruguay. These results suggest that COO is not a particularly important variable to consumers surveyed in this study.


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