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

Maria L. Loureiro and Wendy J. Umberger
Journal of Agricultural and Resource Economics
Vol. 28, No. 2 (August 2003), pp. 287-301
Stable URL: http://www.jstor.org/stable/40987187
Page Count: 15
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Estimating Consumer Willingness to Pay for Country-of-Origin Labeling
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Abstract

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.

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