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Consumer Preferences regarding Country of Origin Labelling of Meat - FA0156

Fraser, Iain M and Balcombe, Kelvin and Hussein, Mohamud and Bradley, Dylan (2015) Consumer Preferences regarding Country of Origin Labelling of Meat - FA0156. Project report. DEFRA, London, UK

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Abstract

In this report we present our findings and conclusions on the economics of country of origin food labels (CoOL) as they apply to meat sold to consumers in the UK. The need for this research was motivated by recent EU legislation regarding how meat products can and might be labelled with respect to CoOL. The main objectives of the research were: 1. To review and synthesise the existing literature to identify and understand UK consumer preferences regarding CoOL of meat products. 2. To design and implement a series of hypothetical choice experiments (CEs) to ascertain consumer perception of the relative importance of different labelling requirements in terms of average UK consumer willingness-to-pay (WTP). 3. To cover a broad range of meat products (i.e., unprocessed swine, sheep, goat and poultry) in fresh, chilled, frozen format plus meat used as an ingredient (including beef). To address these objectives we undertook three specific but related pieces of research: 1. We designed and conducted 12 hypothetical CEs via six online survey instruments. To inform the design and implementation of our CEs we undertook an extensive review of the antecedent literature. This review revealed an extensive set of attributes to consider for use in our CEs. We then refined this set of attributes after extensive discussions and a small pilot study. The scope and coverage of products examined reflect the wide ranging scope of the legislation. For all 12 products we estimated WTP for CoOL and various other product attributes. 2. We designed and implemented an additional hypothetical CE employing eyetracking (ET). The ET CE examined respondent attention and attendance to attributes during the CE. The results from the ET were compared to the online survey results yielding information in relation to how well respondents engaged with the CEs, magnitude of estimates as well as consistency. The results from our ET CE provide a means by which to assess the internal validity of the results provided by our 12 online CEs. 3. We undertook an analysis of market transaction data; a revealed preference study using data obtained from Kantar. This piece of analysis allowed us to see the extent to which consumers have already responded to CoOL and if there exists a price premium being paid for CoOL in the UK. The results obtained from the Kantar data allowed us to assess the external validity of our CE results.

Item Type: Monograph (Project report)
Uncontrolled keywords: Country of origin, meat products, survey results, consumer willingness to pay for country of origin labels
Subjects: H Social Sciences > HB Economic Theory
S Agriculture > S Agriculture (General)
Divisions: Faculties > Social Sciences > School of Economics
Depositing User: Iain Fraser
Date Deposited: 17 May 2017 15:17 UTC
Last Modified: 29 May 2019 19:04 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/61764 (The current URI for this page, for reference purposes)
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