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Consumer Preferences for Country of Origin Labelling on Dairy Products

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  • Norris, A.
  • Cranfield, J.

Abstract

CETA means that the Canadian marketplace for dairy products will begin to see an increased presence of dairy products imported from the EU. Activity related to TPP and NAFTA also means there is potential for increased imports of dairy products from the TPP member states and NAFTA partners. In light of this, it is important to understand how Canadian consumers will respond to the increased presence of dairy products. We develop a discrete choice experiment to explore what trade-offs Canadian consumers make across different dairy product attributes. These attributes include price, country-of-origin (COO), the method of production (i.e., conventional versus organic), nature of the brand (national, regional, or store), and traceability. We apply the analysis to two types of cheese (Gouda and cheddar), ice cream, and yogurt. Results indicate there are statistically significant premiums and discounts associated with COO, and which vary with the dairy product. What is more, we find large premiums for the presence of traceability programs for all four of the respective dairy products, suggesting that the absence of assurances related to traceability may mute actual market penetration arising from increased access to the Canadian dairy market.

Suggested Citation

  • Norris, A. & Cranfield, J., 2018. "Consumer Preferences for Country of Origin Labelling on Dairy Products," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 275948, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae18:275948
    DOI: 10.22004/ag.econ.275948
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    References listed on IDEAS

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    Farm Management; International Development; Livestock Production/Industries;
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