Journal
FOOD POLICY
Volume 64, Issue -, Pages 49-62Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.foodpol.2016.09.008
Keywords
Country of origin; Mandatory; Voluntary; Discrete choice experiment
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Funding
- UK Department for Environment, Food and Rural Affairs (Defra) [FA0156]
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Despite the growing use of country of origin (CoO) information and labels on food, the extent to which consumers really value this information is unclear. In an effort to understand this issue we present results of a hypothetical discrete choice experiment examining consumer willingness-to-pay for CoO information about meat and meat products. Our results reveal that CoO information is positively valued for all the food products we consider. However, it is relatively less important compared to other food attributes for a large number of products such as bacon, pizza and ready meals. Our results suggest that consumers do not value very highly CoO information for many of the food products examined. Therefore, if the associated costs of mandatory CoO implementation are sufficiently high this raises questions about the inclusion of this information on food labels. (C) 2016 Elsevier Ltd. All rights reserved.
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