Estimating Consumer Willingness to Pay for Country-of-Origin Labeling
By: Loureiro, Maria L.; Umberger, Wendy J.
Loureiro, Maria L.; Umberger, Wendy J., Estimating Consumer Willingness to Pay for Country-of-Origin Labeling, Journal of Agricultural and Resource Economics, Volume 28, Issue 2, August 2003, Pages 287-301
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.