Japanese consumers' valuation of rice and pork from domestic, U.S., and other origins

Hikaru H Peterson, John C. Bernard, John A. Fox, Jeffrey M Peterson

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

Adoption of country-of-origin-labeling (COOL) has important implications for U.S. food exports. We assess the impact of COOL on imported rice and pork for Japanese female consumers using an auction experiment. In a first round based only on taste, U.S., Japanese, and third country products were valued similarly. In a second round with information only on product origin, bids for domestic products increased while bids for U.S. and other foreign products declined. Allowing participants to taste products of known origin in a final round did not significantly change an approximate 40% valuation discount for products of U.S. origin.

Original languageEnglish (US)
Pages (from-to)93-106
Number of pages14
JournalJournal of Agricultural and Resource Economics
Volume38
Issue number1
StatePublished - Apr 1 2013

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country of origin labeling
pork
rice
auctions
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Keywords

  • Country-of-origin labeling
  • Experimental auctions
  • Pork
  • Rice

Cite this

Japanese consumers' valuation of rice and pork from domestic, U.S., and other origins. / Peterson, Hikaru H; Bernard, John C.; Fox, John A.; Peterson, Jeffrey M.

In: Journal of Agricultural and Resource Economics, Vol. 38, No. 1, 01.04.2013, p. 93-106.

Research output: Contribution to journalArticle

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