Establishing consumer preferences regarding country of origin labelling of meat and meat products in the UK
This research provided evidence to Defra on consumers’ awareness and willingness to pay (WTP) for country of origin labels (COOL) for fresh, chilled and frozen meat, and for various types of meat products. This evidence formed part of the evidence base for the UK impact assessment of the extension of mandatory COOL to pig, poultry, sheep and goat meat. The research also provided empirical information regarding preferences for local (UK) sourcing of produce. The research was carried out using choice experiments (CEs), a stated preference research methodology used for eliciting consumer preferences and estimating consumer WTP for goods and services. Eye tracking experiments were carried out to validate the results of the CEs. The research was led by the University of Kent.
2741 Final Report.pdf