Consumer preferences regarding country of origin for multiple meat products

Abstract

Despite the growing use of country of origin (CoO) information and labels on food, the extent to which consumers really value this information is unclear. In an effort to understand this issue we present results of a hypothetical discrete choice experiment examining consumer willingness-topay for CoO information about meat and meat products. Our results reveal that CoO information is positively valued for all the food products we consider. However, it is relatively less important compared to other food attributes for a large number of products such as bacon, pizza and ready meals. Our results suggest that consumers do not value very highly CoO information for many of the food products examined. Therefore, if the associated costs of mandatory CoO implementation are sufficiently high this raises questions about the inclusion of this information on food labels.

Wrapped in the Flag: Food Choice and Country of Origin Labelling

“…For example, Balcombe et al . () examined various fresh and processed meat products and found that although COO was positively valued for all products it was not the most highly valued product attribute for the majority. Interestingly, it was the most important attribute for most fresh meat products, but not for processed products.…”

Hedonic Analysis of Consumers' Valuation of Country of Origin of Meat in the United Kingdom

“…In a recent review of this literature, Balcombe et al . () note that consumers, across countries, appear to place a positive value on CoOL for meat, though there is limited research conducted in the UK. One exception is Meas et al .…”

“…This research has been conducted in many countries and much of the literature has focussed on beef. In a recent review of this literature, Balcombe et al (2016) note that consumers, across countries, appear to place a positive value on CoOL for meat, though there is limited research conducted in the UK. One exception is Meas et al (2014) who used a discrete choice experiment (DCE) to assess British consumers' preferences for domestic and imported beef.…”

“…They found a strong preference for domestic beef in autumn 2013, which might partly reflect the effects of the horsemeat incident. Balcombe et al (2016) also report the results of an extensive DCE for 12 meat products. In keeping with the existing literature they also report positive estimates of willingness to pay for CoOL, although the strength of preferences was much greater for fresh meat compared to processed products such as chicken curry and pepperoni pizza.…”

Economic Integration Reconsidered*

“…Country of origin labels are generally poor quality indicators. Not surprisingly, Balcombe et al () show that other attributes are more highly valued by consumers than country of origin information.…”