Consumer preferences for three dimensions of country of origin of a processed food product

Purpose The production process of processed food products may involve several countries. This multi-dimensionality of the country of origin (COO) may affect consumer preferences for the products. We apply Case 2 best-worst scaling to measure Japanese consumers' preferences for three dimensions of the COO of a vegetable juice product. Design/methodology/approach The three dimensions of the COO include these: the country where the raw materials of the product were grown (the country of growing), the country where the raw materials were processed (the country of processing) and the country where the food company producing the product is headquartered (the country of the company). Japan, Australia, Thailand and China are the countries considered for the three COO-related attributes. Sixteen juice products (profiles) were created from the three four-level attributes. A survey queried 416 consumers to select the best and worst ones from among the three attribute levels shown in each profile. Findings The average utility of the country of growing is the highest among those of the three COO-related attributes. However, consumers evaluate the country of growing as the least preferred among the three attributes with respect to a country with a negative food quality reputation. Originality/value This is the first Case 2 best-worst scaling study to measure consumer preferences for the three dimensions of the COO of processed food products. It suggests marketing strategies for domestic and international juice companies.