Measuring the relative importance of preferences for country of origin in China, France, Niger, and the United States
通过联合实验在中国、法国、尼日尔和美国测量消费者对原产国的偏好，发现消费者倾向于本国食品，但原产国的重要性低于转基因和农药使用。
Abstract Recent labeling policies in developed countries place new focus on origin labeling, especially country of origin labeling, for a variety of food products. It is not clear if this new emphasis on origin is the result of more ethnocentric consumer preferences for food. We measure consumer preferences for country of origin in four different international locations and one domestic control location using a conjoint experiment to test the null hypotheses that consumers do not have stronger own‐country preferences. In addition, we compare the relative importance of consumer preferences for origin to their preferences for genetically modified food and pesticide‐free production using attribute coefficients from within location ordered probit models. The study was conducted in China, France, Niger, and the United States. We find consumers tend to prefer food from their own location indicating ethnocentric tendencies do play a role in shaping country‐of‐origin preferences. Country of origin is generally less important to consumers than genetically modified food content and pesticide use in food production.