U.S. Consumers’ Preference and Willingness to Pay for Country-of-Origin-Labeled Beef Steak and Food Safety Enhancements

Abstract

The mandatory Country of Origin Labeling (COOL) troubles beef exporters to the U.S. This study evaluates the extent that U.S. consumers are receptive to imported steak and their perception of food safety level of beef from various countries. In addition, using conjoint analysis, willingness to pay for strip loin steak from Australia, Canada and the United States is estimated along with several increasingly important food safeties and quality attributes in beef. We find that on average U.S. consumers are willing to pay significantly less for imported steaks.beef, consumer preferences, country-of-origin labeling, conjoint experiment, willingness to pay, Agribusiness, Agricultural and Food Policy, Consumer/Household Economics, Demand and Price Analysis, International Relations/Trade, Livestock Production/Industries,