Consumer preferences for country of origin labeling: Bridging the gap between research estimates and real-world behavior

Bachir Kassas, Xiang Cao, Zhifeng Gao, Lisa House and Zhengfei Guan

Journal of choice modelling, 2023, vol. 48, issue C

Abstract: Studies investigating preferences for country-of-origin labeling (COOL) often overemphasize this attribute, which risks inflating estimated market value. We address this issue by studying consumer preferences for Florida versus Mexico tomatoes in a shopping environment that allows freedom to notice or ignore COOL when making decisions. A significant portion of subjects failed to notice COOL in the study, despite expressing a preference for COOL and a habit of looking at COOL when shopping. We find a significant difference in preferences between subjects who noticed COOL and subjects who did not, which points to a potential mismatch between research results and real-world behavior.

Keywords: Consumer attention; Country of origin; Tomatoes; Willingness-to-pay (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:eejocm:v:48:y:2023:i:c:s1755534523000301

DOI: 10.1016/j.jocm.2023.100429

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