Why U.S. Consumers Support Country of Origin Labeling: Examining the Impact of Ethnocentrism and Food Safety. Issue 3 (2nd July 2016)

• Record Type: Journal Article
• Authors: Lewis, Karen E.; Grebitus, Carola
• Is Part Of: Journal of international food & agribusiness marketing. Volume 28:Issue 3(2016)
• Page Start: 254
• Page End: 270
• Publication Date: 2016-07-02
• Subjects: Bivariate ordered probit model -- CETSCALE -- country of origin labeling -- ingredient labeling; Food supply -- Periodicals; Food -- Marketing -- Periodicals; Food industry and trade -- Periodicals; 338.10688
• DOI: 10.1080/08974438.2015.1110548
• Languages: English
• ISSNs: 0897-4438

Abstract

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.