The controversy surrounding the Mandatory Country-of-Origin Labeling (COOL) has attracted research attentions. A number of studies have reported consumers are willing to pay more for beef labeled with U.S. origin versus beef from unknown or other origins. Despite that, relatively little is known...

The mandatory Country of Origin Labeling (COOL) troubles beef exporters to the U.S. This study evaluates the extent that U.S. consumers are receptive to imported steak and their perception of food safety level of beef from various countries. In addition, using conjoint analysis, willingness to...

Recent studies shows that marketing potential for BSE-tested and traceable beef might exist (Abidoye, et al. 2011, Bailey, et al. 2005, Dickinson and Bailey 2002, Dickinson and Bailey 2005, Loureiro and Umberger 2007). Although consumers’ willingness to pay for is a necessary condition for...

Results from a choice experiment of the Canadian population reveal consumers were indifferent between product labeled as “Local” and “Local: from within 160 km”;. Despite the present stricter regulation in place for local food, our results suggest that transition from 50 km limit to 160...