Recently, there has been considerable interest in estimating food demand structure in China due to its huge market for food products. Previous literature has focused on the primary food products such as grains and meats, but studies on fruits and vegetables are limited. To fulfill this gap, this...

This study attempts to evaluate the economic benefits of the country of origin labeling (COOL) in Taiwan. A Vickrey second-price sealed-bid auction was conducted to estimate the consumer’s willingness to pay for Taiwan products vs. those from China and Vietnam. Our experiment was designed to...

This research is aimed at investigating the consumer’s preference for food produced in Taiwan and the economic benefits for the country of origin labeling. The study uses both experimental auction and contingent valuation method (CVM) to investigate factors that affect the consumer’s...