Will Consumers Pay a Premium for Country-of-Origin Labeled Meat?
نویسنده
چکیده
Wendy J. Umberger Proponents of mandatory country-of-origin labeling (COOL) of meat argue that COOL would provide US producers with a competitive advantage in the marketplace. They contend that US consumers perceive domestic meat products to be higher quality than imported meat products. Therefore, because of its higher perceived quality, U.S.-labeled meat will garner a premium over imported meat. Advocates of mandatory COOL draw on the results of several recent academic studies to attest that US consumers support and are willing to pay for certified US products. Are the COOL advocates’ assumptions regarding the higher perceived quality of US meat and subsequent premiums justified?
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