Consumer perceptions and the effects of country of origin labeling on purchasing decisions and welfare

The study develops a general analytical framework of heterogeneous consumer preferences to examine the effects of country of origin labeling (COOL) regulation on consumer purchasing decisions and welfare. We show that while differences in consumer perceptions about COOL information, namely, whether it is viewed as an attribute that differentiates products vertically or horizontally, do not alter the nature of the market and consumer welfare effects of mandatory COOL, the relative strength of consumer preferences for COOL are shown to be important in determining the magnitude of these effects. In addition, our results show that the benchmark used (a no COOL versus a voluntary COOL regime) is critical in evaluating the effects of the policy. We show that, under both horizontal and vertical product differentiation, a change from a no COOL to a mandatory COOL regime decreases (increases) the welfare of consumers with weak (strong) preference for COOL while a change from a voluntary to a mandatory COOL regime leads to an unambiguous loss in consumer welfare.     

On mandatory labeling of animal welfare attributes

This paper assesses US resident support for mandatory labeling of animal welfare information on pork and egg products and outlines policy considerations for assessment prior to implementing any mandatory labeling policies regarding animal welfare practices. Results suggest consumers support mandatory labeling indicating use of gestation crates (stalls) and laying hen cages. Estimates suggest consumers would be willing to pay about 20% higher pork and egg prices to obtain this production practice information. Demographic and latent perception drivers of this support are highlighted. Multiple issues that warrant consideration prior to imposing mandatory labeling are discussed revealing lines of corresponding future research.     

Cursed Consumers and the Effectiveness of Consumer Protection Policies*

We model firms' quality disclosure and pricing in the presence of cursed consumers, who fail to be sufficiently skeptical about undisclosed quality. We show that cursed consumers are exploited in duopoly if firms are vertically differentiated, if there are few cursed consumers, and if average product quality is high. Three common consumer protection policies that work under monopoly, that is, mandatory disclosure, third party disclosure and consumer education, may all increase exploitation and decrease welfare. Even where these policies improve welfare, they often lead to a reduction in consumer surplus. Our conclusions hold in extensions with endogenous quality and horizontal differentiation.     

Benefit evaluation of the country of origin labeling in Taiwan: Results from an auction experiment

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 (COOL). The study used Vickrey second-price sealed-bid auction to elicit the consumer’s willingness to pay (WTP) for products under COOL. The study compared the bid functions estimated with Tobit model and the premium functions estimated with ordinary least squares (OLS). Due to price affiliation, it is more reliable to use the estimated premium functions. The estimated premiums are 67.5%, 84.7% and 99% for Taiwan products over their alternatives of China olives, China oolong tea, and Vietnam oolong tea, respectively. The study concludes that enacting and rigorously enforcing a COOL law would increase economic benefits to consumers in Taiwan, and at the same time, placing the imported products in the leveled playing field.     

Consumer inference and the regulation of consumer information

When consumers are uncertain about the importance of a product attribute, mandatory disclosures have two effects: directly communicating attributes, and an inferential effect that changes how much weight consumers put on product attributes. I model a signaling game between regulators and consumers in which regulators perfectly reveal their private information about the importance of an attribute through the intensive margin of regulation. The model has empirical predictions that distinguish it from traditional models of mandatory disclosure. I also examine inferential mistakes that can lead to over or under-regulation and consumer over or under-estimates of the importance of product attributes.     

资源投入与产品质量策略的匹配性研究 ——基于收益效应和福利效应的比较分析

在产品差异化市场中,企业可能为获取高端消费者而向高质量产品投入更多资源,却在一定程度上减少低质量产品的资源投入,造成资源投入与产出质量配比失调现象。为解决此类问题,针对实施垂直差异化策略的垄断企业应用优化理论、反证法对此问题进行了论证,通过数值仿真分析验证了结论的合理性。研究结果表明:1)追求福利最大化的企业实施垂直差异化策略所获得的利益高于追求收益最大化的企业;2)在资源有限的情形下,以收益最大化为目标的企业所提供的产品质量低于福利最大化的企业;3)收益最大化者在生产高质量产品上过度分配资源,对低质量产品的资源投入不足;4)随着预期的消费者到达市场的数量增加到无穷大,二者都会表现为平等分配资源。研究结果为企业运用差异化策略进行产品线设计提供了依据,对运营管理者改进产品线设计思路、节约企业成本、提高客户满意度具有借鉴意义。     

The role of consumer purchase and post-purchase decision-making in sustainable seafood consumption. A Spanish case study using carbon footprinting

Sustainable consumption in the food sector is a desirable goal which is often difficult to achieve depending as it does on the interaction of a broad set of factors, such as market prices or consumer preferences. In the current study, a distinction has been made between pre-purchase consumer decision-making, on the one hand, and purchase and post-purchase consumer decision-making, on the other. Purchase and post-purchase decisions are those that affect their actions directly. These include vehicle selection to purchase the products, shelf-time in the household or the cooking method employed. The main goal of this study was to evaluate the environmental profile in terms of carbon footprint (CF), of a range of scenarios with varying direct environmental decisions performed by consumers. More specifically, the CF of an iconic frozen seafood product in Spain (one package of frozen fish sticks of Patagonian grenadier) was modeled for a total of 24 scenarios of fish sticks consumption. Results showed a high variance in environmental impacts depending on the scenario chosen, proving the high variability in CF that the consumption of frozen seafood can show depending on consumer choices or needs. Additionally, results showed the relative importance of the consumption stage within the entire supply chain in terms of GHG emissions. Hence, important reductions may be achieved in the diet of an individual merely by improving the behavioral traits when purchasing and consuming food products. Consequently, consumers, if given the correct environmental guidelines through awareness campaigns, can play an active and relevant role in the reduction of the environmental profile of seafood products through behavioral modifications when purchasing and consuming them.     

Will they buy it? The potential for marketing organic vegetables in the food vending sector to strengthen vegetable safety: A choice experiment study in three West African cities

Considering the hazardous use of synthetic pesticides in vegetable production in urban West Africa, this research investigated the marketing potential of organic vegetables in the food vending sector of Cotonou (Benin), Accra (Ghana) and Ouagadougou (Burkina Faso). Certified organic production and marketing was examined as a potential strategy to improve chemical food safety. A stratified random sampling strategy was applied to study the preferences of food vendors (n = 180) and consumers (n = 360); vegetable use, risk perception, choice preferences and willingness-to-pay (WTP) for organic certification were specifically analyzed. The results showed that awareness of chemical contamination risks was generally low. Appearance of a product was central to vendor choice; consumers attributed similar utility to taste and organic certification. Consumer WTP was calculated to be a premium of 1.04 USD (per plate) if the food served contained only certified organic vegetables. In restaurants, this would mean an average premium of 19% for a meal. If certified organic vegetable production is to make a positive impact on food safety in urban West Africa, we suggest concentrating marketing efforts on the educated “elite” who frequent restaurants. However, considering that restaurant owners exhibited a lower preference for organic certification than lower class food vendors, the marketing situation is difficult. We therefore conclude that demand from the food vending sector alone will not institutionalize domestic certification mechanisms; this underlines the need for public commitment to facilitating such change.     

Oligopoly under incomplete information: On the welfare effects of price discrimination

We study competition by firms that simultaneously post (potentially nonlinear) tariffs to consumers who are privately informed about their tastes. Market power stems from informational frictions, in that consumers are heterogeneously informed about firms’ offers. In the absence of regulation, all firms offer quantity discounts. As a result, relative to Bertrand pricing, imperfect competition benefits disproportionately more consumers whose willingness to pay is high, rather than low. Regulation imposing linear pricing hurts the former but benefits the latter consumers. While consumer surplus increases, firms’ profits decrease, enough to drive down utilitarian welfare. By contrast, improvements in market transparency increase utilitarian welfare, and achieve similar gains on consumer surplus as imposing linear pricing, although with limited distributive impact. On normative grounds, our analysis suggests that banning price discrimination is warranted only if its distributive benefits have a weight on the societal objective.     

Access regulation and geographic deployment of a new generation infrastructure

This paper addresses the impact of regulatory policy on levels of infrastructure deployment and derived welfare in the telecommunications sector. The model considers two potentially coexisting and partially competing technologies (the “old generation network” – OGN – and the “new” generation network – NGN). This framework allows us to show that the “regulation defining access charge in order to maximize infrastructure deployment” is strictly equivalent to the case in which “no regulation applies”. We also derive from the model that these two types of regulation induce higher social welfare, but lower numbers of NGN consumers, compared to the “ex post access prices” regulation. Finally, we show that the level of infrastructure deployment (as well as social welfare and number of NGN consumers) will be highest if both investment and access charge decisions are taken by the welfare maximizing regulator. This suggests that the social optimum will be achieved through a calls-for-tender process that includes deployment and access charge requirements.     

Demand for ecolabeled seafood in the Japanese market: A conjoint analysis of the impact of information and interaction with other labels

The use of seafood ecolabels is expanding in the world marketplace, but so are labels indicating other product attributes, such as country of origin and wild vs. farmed. The interactive effects of these labels and attributes in evaluating consumers’ preferences for ecolabeled seafood are relatively unexplored. In this paper we investigate (1) the direct and interactive effects of seafood ecolabels with other common fish labels, and (2) how consumers’ perceptions about the state of marine stocks and the valuation of ecolabels may be affected by different information. We find moderate interactive effects between ecolabels and country of origin labels, whereas the valuation for seafood ecolabels is fairly high. In terms of information, we find that consumers’ perceptions about fish stock levels changed (negatively) after receiving information on declining stock levels, and more sensationalized information led to increased change. However, valuation for a seafood ecolabel increases only when the information was perceived positively (credible/interesting); whereas exaggerated information (which was also perceived less credible) had insignificant effects on WTP.     

New concerns on caffeine consumption and the impact of potential regulations: The case of energy drinks

The increasing consumption of energy drinks and caffeine added products, coupled with somewhat inconsistent labeling practices, has generated health concerns from possible excessive caffeine intake. In this paper, we simulate the impacts of potential caffeine content regulatory policies on demand for energy drinks as well as caffeine and sugar consumption. We model demand for energy drinks as a function of price and product characteristics that includes both caffeine levels and the presence of labeled caffeine content. Using our demand estimation results, we simulate the impact of potential policies including mandatory caffeine content labeling, advertising restriction and caffeine content regulations. Results indicate that mandatory labeling and advertising restrictions would reduce the overall sales in the energy drinks sector, but with a limited impact. The effect of caffeine content regulation would vary depending on whether the policy is implemented on a per-ounce basis or a per-can basis. Furthermore, these policies have different impacts on sugar and caffeine consumption, and therefore policymakers should be cautious when implementing caffeine regulations.     

Consumer welfare and GM food labeling: A simulation using an adjusted Kumaraswamy distribution

Genetically modified (GM) food products and their labeling have become a major policy issue with impassioned public debates. We explore the impact of different labeling regimes on consumer attitudes towards GM products and consumer welfare. Our experimental results illustrate that these consumer attitudes do not follow the Uniform distribution as has often been assumed in the literature but instead fit an adjusted Kumaraswamy distribution. If a Uniform distribution is assumed, the advantage of mandatory labeling would be exaggerated. Using an adjusted Kumaraswamy distribution our simulation results demonstrate that voluntary labeling is superior to mandatory labeling with the higher separation cost, while mandatory labeling is not necessarily better with lower separation cost. Therefore, the governments of China and other countries with similar consumer characteristics should consider voluntary labeling for GM food while encouraging innovations that reduce the price of GM food as well as controlling the opportunistic behavior of its producers so as to enhance the advantage of voluntary labeling.     

Seller curation in platforms

This article explores why market platforms do not expel low-quality sellers when screening costs are minimal. I model a platform market with consumer search. The presence of low-quality sellers reduces search intensity, softening competition between sellers and increasing the equilibrium market price. The platform admits some low-quality sellers if competition between sellers is intense. Recommending a high-quality seller and this form of search obfuscation are complementary strategies. The low-quality sellers enable the recommended seller to attract many consumers at a high price and the effect of the recommendation is strengthened as low-quality sellers become more adept at imitating high-quality sellers.     

Producing biodiesel from soybeans in Zambia: An economic analysis

Facing a huge fiscal burden due to imports of its entire petroleum demand in the face of ample supply of agricultural land to produce biofuels, Zambia has recently introduced a biofuel mandate. However, a number of questions, particularly those related to the economics of biofuels, have not been fully investigated yet. Using an empirical model, this study analyzes the economics of meeting the biodiesel mandate using soybean oil. The study finds that meeting the biodiesel mandate would reduce social welfare, mainly because of the welfare loss to fuel consumers and net reduction in foreign exchange earnings due to soybean oil imports. However, if Zambia increases its domestic soybean supply, as well as oil yield, soybean-based biodiesel is likely to be welfare-beneficial. The country’s welfare is found to be the highest under expanded soybean production and its domestic processing but with no biodiesel mandate.     

Self‐Reflection and Articulated Consumer Preferences

Accurate measurement of consumer preferences reduces development costs and leads to successful products. Some product‐development teams use quantitative methods such as conjoint analysis or structured methods such as Casemap. Other product‐development teams rely on unstructured methods such as direct conversations with consumers, focus groups, or qualitative interviews. All methods assume that measured consumer preferences endure and are relevant for consumers' marketplace decisions. This article suggests that if consumers are not first given tasks to encourage preference self‐reflection, unstructured methods may not measure accurate and enduring preferences. This paper provides evidence that consumers learn their preferences as they make realistic decisions. Sufficiently challenging decision tasks encourage preference self‐reflection which, in turn, leads to more accurate and enduring measures. Evidence suggests further that if consumers are asked to articulate preferences before self‐reflection, then that articulation interferes with consumers' abilities to articulate preferences even after they have a chance to self‐reflect. The evidence that self‐reflection enhances accuracy is based on experiments in the automotive and mobile phone markets. Consumers completed three rotated incentive‐aligned preference measurement methods (revealed‐preference measures [as in conjoint analysis], a structured method [Casemap], and an unstructured preference‐articulation method). The stimuli were designed to be managerially relevant and realistic (53 aspects in automobiles, 22 aspects for mobile phones) so that consumers' decisions approximated in vivo decisions. One to three weeks later, consumers were asked which automobiles (or mobile phones) they would consider. Qualitative comments and response times are consistent with the implications of the measures of predictive ability.     

Regulatory bias in the price structure of local telephone service

This article combines a discrete choice model of demand for residential local telephone access and an optimal price regulation model to estimate the welfare weights that state regulators implicitly place on consumers with different incomes and locations. I find no evidence of a bias towards rural consumers on average, but the relative weight on low income consumers in a geographic area can vary as a function of the proportions of rural and poor population and the political characteristics of the regulator. I also measure the welfare consequences of deviating from total consumer surplus maximization and disconnecting prices from costs.     

Manipulation Through Biased Product Reviews*

We study a signal-jamming model of product review manipulation in which rational consumers consult product reviews and price to better estimate a product's quality, and a firm, whose quality is either high or low, chooses its price and how much bias to insert into product reviews. We show that both firm types always exert positive effort to manipulate product reviews, and, depending on the equilibrium price level, one or both of them can increase its sales. When the high-type firm exerts more effort than the low-type, review manipulation benefits consumers by raising [lowering] their demand for the high-quality [low-quality] product.     

Non-linear pricing and conscious consumption

We consider a duopolistic market in which a green firm competes with a brown rival and each firm sells two quality-differentiated products. We study optimal non-linear contracts offered by the two firms when consumers: (i) Are privately informed about their willingness to pay for quality, and (ii) differ in their environmental consciousness. We characterize how consumers with different valuations for quality self-select into firms and show that the ranking of qualities, relative prices and profits all depend on the interplay between consumers’ valuations and firms’ cost heterogeneity. Interestingly, when consumers’ valuations for quality are relatively low, the brown firm does not offer a low-quality variety. This contrasts with the situation of full information, in which both firms commercialize a high- and a low-quality variety. Hence, the lack of information about consumers’ valuations may not only favor the green firm in terms of higher prices and profits, but also reduce the product range offered by the brown rival.     

Welfare analysis of the subsidies in the Chinese electric vehicle industry*

We employ a structural model and counterfactual analysis to identify the impact of subsidies on the Chinese electric vehicle (EV) sales and examine their welfare effects. Our findings suggest that subsidies are effective in promoting the diffusion of domestic EVs, but may adversely affect technological advancement. When the subsidies on domestic EVs are reduced, the welfare on domestic EV consumers and producers decreases. However, the reduction in government spending on EV subsidies outweighs this private welfare loss. Thus, the overall welfare increases. Subsidies cannot be justified from the perspective of reducing externalities because they increase rather than decrease pollution.