Country-of-Origin Labeling of Beef Products: U.S. Consumers' Perceptions
Journal of Food Distribution Research
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.
Umberger, W.J., D.M. Feuz, C.R. Calkins and B.M. Sitz. 2003 "Country-of-Origin Labeling of Beef Products: U.S. Consumers' Perceptions" Journal of Food Distribution Research 34(3):103-116. ARD J Series #14386.