A COOL Effect: The Direct and Indirect Impact of Country-of-Origin Disclosures on Purchase Intentions for Retail Food Products

Retailers recently became required to provide specific country-of-origin information for muscle cuts of beef, chicken, pork, lamb, and goat. Drawing from the consumer inference and activation theory literatures, hypotheses are offered regarding how consumers use country-of-origin labeling (COOL) to draw inferences related to specific product attributes and how these inferences, in turn, lead to differences in mediation effects for purchase intentions. Results from a pilot study and two experiments reveal that consumers are more likely to purchase meat when it is identified as a U.S. product. Furthermore, the relative strength of the mediating effects of perceived food safety, taste, and freshness differs as expected. The authors show how the direct and indirect effects of the country-of-origin disclosure are attenuated by the presentation of objective information about the meat processing systems of competing countries. Given the recently mandated COOL disclosures, results have important implications for food retailers, members of the supply chain, and consumers.     

Prospects for U.S. Rice in Japanese Retail Markets Under COOL: A Sensory Experiment

ABSTRACT

Japanese policies leave its retail market closed to U.S. rice. This study examined prospects of U.S. rice if these markets opened, with required country-of-origin labeling (COOL). Data were from auction experiments examining preferences for U.S. and Japanese rice under two scenarios (COOL with observation and COOL with tasting) using Japanese female primary shoppers. Two segments were identified: those open to U.S. rice at prices equal or above domestic, as likely due to tariffs, and those closed to U.S. rice at any price. About 7% of subjects were in the first segment, while nearly 26% fell in the latter. Tasting failed to generate large changes. Frequent COOL readers were especially closed even after tasting. Tasting did change the profile of open consumers, with demographics mattering less afterward. Under any policy change, U.S. rice would need a discounted price relative to domestic rice; even then, a substantial market segment appears closed.     

The law and economics of Canada's WTO litigation contesting U.S. country-of-origin labeling (COOL)

We explain the interplay of law and economics in the successful WTO challenge by Canada of U.S. mandatory country-of-origin labeling (COOL) measures for beef and pork, which hinged on origin of livestock used in U.S. meat production. Canada mounted a successful legal and economic strategy to convince WTO adjudicating bodies that the United States had violated specific WTO provisions. Canada's economic evidence shows that through costs of segregation the COOL measure harmed the competitive position of Canadian cattle and hogs in the U.S. market. Economic evidence was built into the strategy and cited by the WTO Panels in support of their legal findings that the COOL measure violated U.S. obligations under WTO agreements. Canada was awarded rights to more than one billion Canadian dollars in retaliation and the United States responded by eliminating the offending COOL measure. The COOL case demonstrates how economic and econometric evidence can be used in complex dispute settlement proceedings dealing with technical trade barriers. Economics is especially valuable in the initial stage of framing the effects at issue, in the intermediate stages of documenting empirical causation and in the final stage of litigation, which was to calculate and defend the amount of retaliation.     

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.     

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