COOL AND CONSUMERS' WILLINGNESS TO PAY IN THE FRESH PRODUCE INDUSTRY - SOME INITIAL IMPRESSIONS FROM THE FIELD
James A. Sterns,
John J. VanSickle and
Allen Wysocki ()
No 34780, 2004 Annual Meeting, February 14-18, 2004, Tulsa, Oklahoma from Southern Agricultural Economics Association
The debate about Country-of-Origin labeling (COOL) has centered on the projected benefits and costs of its implementation. This study uses data from a Vickery auction (n=200) to estimate willingness to pay for COOL. Preliminary findings suggest, on average, consumers value COOL, are not homogeneous, and prefer fresh produce grown in the U.S.
Keywords: Consumer/Household; Economics (search for similar items in EconPapers)
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Working Paper: COOL and Consumers' Willingness to Pay in the Fresh Produce Industry - Some Initial Impressions from the Field (2004)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:saeaft:34780
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