Why U.S. Consumers Support Country of Origin Labeling: Examining the Impact of Ethnocentrism and Food Safety

Karen E. Lewis, Carola Grebitus

Research output: Contribution to journalArticle

9 Scopus citations

Abstract

The legality of U.S. country of origin labeling (COOL) laws for agricultural products has been challenged by foreign countries. Isolating the reasons why consumers support COOL can help determine the efficiency of COOL as a policy. Therefore, this study investigated why consumers have a desire for COOL. Data were collected through an online survey with 566 U.S. participants. Results of a bivariate ordered probit model indicate that as consumers are more ethnocentric and more pessimistic about the safety of their food, they are more likely to support COOL for sugar and for sugar in soft drinks. Thus, policies designed to inform the public about the safety of foreign commodities could reduce their desire for COOL. Evidence is also provided that highly ethnocentric individuals support COOL in an effort to “buy American” products.

Original languageEnglish (US)
Pages (from-to)254-270
Number of pages17
JournalJournal of International Food and Agribusiness Marketing
Volume28
Issue number3
DOIs
StatePublished - Jan 1 2016

Keywords

  • Bivariate ordered probit model
  • CETSCALE
  • country of origin labeling
  • ingredient labeling

ASJC Scopus subject areas

  • Business and International Management
  • Food Science
  • Marketing

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