The purpose of this study is to evaluate the economic benefits of country of origin labeling (COOL) regulation by estimating the consumer’s willingness to pay (WTP) for Taiwan products vs. other imported products if clearly labeled with their countries of origin. We employ the Vickrey...

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...