COVID‐19 has imposed a series of unique challenges on the food retail and food service sectors in Canada. Almost overnight, the roughly 30% of the food dollar that Canadians have been spending on food away from home has shifted to retail.
Past studies have shown that country of origin labeling (COOL) affects consumers' demand for food products. However, besides the rationale of ethnocentrism or the desire to support domestic farmers, the underlying motivation for such behavior is not well understood. This study assesses consumers' preferences for imported and domestic beef through a choice experiment. We found that willingness to pay for country-of-origin labeled imported beefsteak is associated with (a) consumers' perceptions of the categorical risk from consuming beef, (b) consumers' risk aversion to risks from beef consumption, and (c) consumers' perceptions of the food-safety level of imported beef. Results from this study suggest that the advantage of domestic beef over imported beef can be partly explained by consumers' risk handling behavior. [EconLit citations: Q130]. C 2013 Wiley Periodicals, Inc.
In recent years, a significant amount of research has focussed on the analysis of consumers' aversion to new technologies in food production and processing. At the same time, research has shown that environmental attitudes may be related to purchasing behaviour of consumers. This paper presents the result of an investigation into Canadian attitudes towards nanotechnology, in general, and in applications in the food industry. The relationship between the food technology neophobia scale, environmental attitudes and nanotechnology is examined. The results suggest that food technology neophobia is significant in explaining attitudes towards nanotechnology, in general, and for food packaging and foods. Environmental attitudes are important in explaining respondents' attitudes towards nanotechnology in general but not in explaining attitudes towards nanotechnology in food packaging or food applications. Survey respondents' views of the role of science and technology in society (makes society worse or better off) are a more important determinant of attitudes towards nanotechnology than whether they had heard of nanotechnology prior to the survey.
While previous studies have investigated country‐of‐origin effect from various angles, the extent to which Country‐of‐Origin Labelling (COOL) affects U.S. beef imports from specific countries remains unexplored. Using data from 1,079 consumers from the United States, we examined consumers’ willingness to pay (WTP) for Canadian and Australian beefsteaks. We also estimated WTP for bovine spongiform encephalopathy (BSE)–tested traceability‐enabled, tenderness‐assured, and natural beef. The results from both a mixed logit model and a latent class model (LCM) revealed unobserved taste heterogeneity and important differences in the WTP between the imported and domestic steak. The LCM, for instance, estimated the range of discount needed for consumers to switch from U.S. to Canadian steak as $1.09 to $35.12 per pound. This strongly suggested that U.S. consumers prefer domestic‐originated beef to imported beef. In addition, consumers were found to be willing to pay significant amount for BSE‐tested, traceability‐enabled, and tenderness‐assured beef.
Bien que des études antérieures aient examiné les répercussions de l’étiquetage du pays d’origine sous différents angles, les répercussions de cet étiquetage obligatoire sur les importations étatsuniennes de bœuf en provenance de pays spécifiques ne l’ont pas été. À l’aide de données tirées d’un échantillon de 1079 consommateurs étatsuniens, nous avons examiné le consentement à payer (CAP) pour du bifteck en provenance du Canada et de l’Australie. Nous avons également examiné le CAP des consommateurs pour du bœuf provenant d’un animal ayant subi un test de dépistage de l’ESB, traçable, de tendreté assurée et naturel. Les résultats obtenus à l’aide d’un modèle logit mixte et d’un modèle à classes latentes ont révélé une hétérogénéité non observée du goût et des écarts importants dans le CAP pour du bifteck provenant des États‐Unis et de l’extérieur du pays. Le modèle à classes latentes, par exemple, a révélé que les écarts de rabais nécessaires pour que les consommateurs délaissent le bifteck américain pour le bifteck canadien variaient de 1,09 $à 35,12 $ la livre. Ces résultats montrent clairement que les consommateurs étatsuniens préfèrent le bœuf des États‐Unis plutôt que le bœuf importé. Les résultats montrent également que les consommateurs sont prêts à payer plus cher pour du bœuf provenant d’un animal ayant subi un test de dépistage de l’ESB, traçable et de tendreté assurée.
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