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Consumers’ preferences for fresh broccolis: interactive effects between country of origin and organic labels
Author(s) -
Xie Jing,
Gao Zhifeng,
Swisher Marilyn,
Zhao Xin
Publication year - 2016
Publication title -
agricultural economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.29
H-Index - 82
eISSN - 1574-0862
pISSN - 0169-5150
DOI - 10.1111/agec.12193
Subject(s) - valuation (finance) , certification , organic product , business , organic certification , willingness to pay , organic farming , consumer information , marketing , agricultural economics , commerce , economics , agriculture , microeconomics , geography , management , archaeology , finance
While international trade in organic products has grown significantly, understanding consumers’ preferences for imported organic foods has remained limited. This research examines the impact of country‐of‐origin labeling on US consumers’ choices of organic foods. Results show that consumer valuation of domestically produced organic broccoli was significantly higher than that of imported organic broccoli. Adding information about USDA organic certification standards/rules for imported products mildly increases consumer valuation of imported organic broccoli in some cases. These findings suggest that providing such information may have a positive impact on consumer willingness to purchase imported organic products.