Japanese consumers' valuation of rice and pork from domestic, U.S., and other origins

Hikaru H. Peterson, John C. Bernard, John A. Fox, Jeffrey M. Peterson

Research output: Contribution to journalArticlepeer-review


Adoption of country-of-origin-labeling (COOL) has important implications for U.S. food exports. We assess the impact of COOL on imported rice and pork for Japanese female consumers using an auction experiment. In a first round based only on taste, U.S., Japanese, and third country products were valued similarly. In a second round with information only on product origin, bids for domestic products increased while bids for U.S. and other foreign products declined. Allowing participants to taste products of known origin in a final round did not significantly change an approximate 40% valuation discount for products of U.S. origin.

Original languageEnglish (US)
Pages (from-to)93-106
Number of pages14
JournalJournal of Agricultural and Resource Economics
Issue number1
StatePublished - Apr 2013
Externally publishedYes


  • Country-of-origin labeling
  • Experimental auctions
  • Pork
  • Rice

ASJC Scopus subject areas

  • Animal Science and Zoology
  • Agronomy and Crop Science
  • Economics and Econometrics


Dive into the research topics of 'Japanese consumers' valuation of rice and pork from domestic, U.S., and other origins'. Together they form a unique fingerprint.

Cite this