UNDERSTANDING CONSUMERS' PERCEPTIONS TOWARD BIOTECHNOLOGY AND LABELING

Risk perceptions about biotechnology and genetically modified (GM) foods drive the choices made by many consumers. In this paper, we address two important issues; namely, consumer preferences for mandatory labeling of products using biotechnology, as well as consumer response toward three different types of genetically modified processes (biotechnology applications to increase the nutritional content of potatoes, increase potato flavor, and a decrease in pesticide use). We identify socio-demographic characteristics that affect consumer preference for mandatory labeling as well as the support level that might be associated with biotechnology techniques that could improve upon potato characteristics identified as important by the consumer.Research and Development/Tech Change/Emerging Technologies,

Estimating Consumer Willingness to Pay for Country-of-Origin Labeling

Consumer willingness to pay for a mandatory country-of-origin labeling program is assessed. A consumer survey was conducted during 2002 in several grocery stores in Boulder, Denver, and Fort Collins, Colorado. Econometric results indicate that surveyed consumers are willing to pay an average of $184 per household annually for a mandatory country-of-origin labeling program. Respondents were also willing to pay an average of$1.53 and $0.70 per pound more for steak and hamburger labeled as "U.S. Certified Steak" and "U.S. Certified Hamburger," which is equivalent to an increase of 38% and 58%, respectively, over the initial given price.beef, consumer preferences, country-of-origin labeling, dichotomous choice, willingness to pay, Consumer/Household Economics,

ESTIMATING CONSUMER WILLINGNESS-TO-PAY FOR COUNTRY OF-ORIGIN-LABELS FOR BEEF PRODUCTS

Country-of-origin labeling is now being considered as an alternative by the U.S. Senate. Research is still needed to determine what attributes consumers value in domestic versus imported beef, and to quantify the value that consumers place on country-of-origin labels. Preliminary results suggest that U.S. consumers perceived domestic beef as being safer than imported beef, and overall they are willing to pay a premium to obtain U.S. certified beef.Consumer/Household Economics, Food Consumption/Nutrition/Food Safety,

DISCOVERING NICHE MARKETS: A COMPARISON OF CONSUMER WILLINGNESS TO PAY FOR LOCAL (COLORADO GROWN), ORGANIC, AND GMO-FREE PRODUCTS

Demand for value-added products is highly segmented among different types of consumers. In this article, we assess consumer preferences for local, organic, and GMO-free potatoes in order to discover their potential niche markets. We identify sociodemographic characteristics that affect consumer preferences and compare the effects of different attributes on consumers' willingness to pay. Results suggest that the attribute "Colorado grown" carries a higher willingness to pay than organic and GMO-free attributes.Colorado grown, GMO-free, local product, niche market, organics, payment card, willingness to pay, Consumer/Household Economics, D12, Q13,

A CHOICE EXPERIMENT MODEL FOR BEEF ATTRIBUTES: WHAT CONSUMER PREFERENCES TELL US

This paper reports the main findings obtained from a U.S. consumer choice experiment regarding perceptions of food safety and meat attributes, and to the extent to which these attitudes translate into willingness-to-pay (WTP) for labeled ribeye steaks. The results indicate that USDA food safety inspection labels, labels indicating that the steak is tender, or the ability to trace back the animal to the farm are more important to consumers than country of origin labeling.Consumer/Household Economics, Food Consumption/Nutrition/Food Safety,

CONSUMER PREFERENCES AND WILLINGNESS TO PAY FOR FOOD LABELING: A DISCUSSION OF EMPIRICAL STUDIES

We discuss empirical research on consumer preferences and willingness to pay for several types of food quality or attribute labeling. The selected categories we include are eco-labels, GM food labels, U.S. state agricultural-product labels and European Protected Geographical Indication labels, BSE-tested-beef labels, and “"Fair Trade”" labels. We discuss generalizations that can be drawn from the studies as a group. Most importantly, we find that consumers must perceive high quality in order for the food product to command a premium. Furthermore, the perception of quality may sometimes differ across consumers.Consumer/Household Economics,

DISCOVERING NICHE MARKETS: A COMPARISON OF CONSUMER WILLINGNESS TO PAY FOR A LOCAL (COLORADO GROWN), ORGANIC, AND GMO-FREE PRODUCT

Demand for value-added products is highly segmented among different types of consumers. In this paper, we assess consumer preferences for local, organic, and GMO-free potatoes in order to discover their potential niche markets. We identify socio-demographic characteristics that affect consumer preferences and compare the effects of different attributes on consumers' willingness to pay. Results suggest that the attribute "Colorado-Grown" carries a higher premium than organic and GMO-free attributes.GMO-free, local product, organics, payment card, willingness to pay, Consumer/Household Economics,

INTERVIEWER EFFECTS ON THE VALUATION OF GOODS WITH ETHICAL AND ENVIRONMENTAL ATTRIBUTES

This paper investigates the impact of interviewer effects on willingness to pay (WTP) estimates. Face-to-face surveys were conducted with two interviewers. Both interviewers used a transcript and conducted the survey at the same location and at same time. We found that responses to the WTP questions differ across eco-labeled products and by interviewer. This interviewer effect is particularly relevant when we analyze the impact on WTP estimates for eco-labeled products grown in countries associated with the origin of one of the interviewers.Environmental Economics and Policy,

Obesity Rates in OECD Countries: An International Perspective

Food Consumption/Nutrition/Food Safety,

Obesity Rates in OECD Countries: An International Perspective

Obesity is a growing concern. New World Health Organization (WHO) figures indicate that obesity is spreading around the world as a "global epidemic." According to the WHO, there are more people suffering overweight related problems than malnutrition. Globally there are more than 1 billion adults who are overweight and at least 300 million of them are clinically obese, while 800 million suffer malnutrition (WHO 2004). The body mass index (BMI) is a common and accepted measure to report obesity rates (see WHO 1997). BMI is measured as weight in kilograms divided by height in meters squared. Recommended BMI levels are generally between a numerical value of 20 and 25. An individual with a BMI between 25 and 30 is considered overweight, while an individual with a BMI above 30 is considered obese. Individuals with BMIs below 20 are considered thin.Food Consumption/Nutrition/Food Safety,