Consumers’ Attitudes towards Country of Origin Labeling for Sugar
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Given the ongoing debate regarding country of origin labeling (COOL) for certain agricultural products, it is very important to understand why certain consumers prefer COOL. Utilizing a consumer survey, 566 participants’ preferences for COOL for sugar and for sugar in soft drinks was analyzed. Using a bivariate ordered probit model, it was discovered that high levels of consumer ethnocentrism and consumer patriotism positively impacted consumers’ preference that sugar and sugar in soft drinks should be labeled with country of origin information.