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

Abstract

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,