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Emerging Roles for Food Labels in a Global Market by Shida Henneberry, Ph.D. Professor of International Agricultural Trade Department of Agricultural Economics 308 AG Hall Oklahoma State University Stillwater, Oklahoma 74078 [email protected] Abstract With the new wave of globalization and the rise in nontariff trade barriers, the role of labels in marketing of agricultural-based products, has become increasingly important. This paper provides an overview of food-labeling issues as well as a review of several types of labels used in the U.S. and the regulatory agencies behind them. Moreover; studies analyzing willingness to pay (WTP) for products carrying certain labels that identify specific product attributes are examined. Existing literature shows that WTP for revealed product attributes through food labels, vary significantly from one country to another. The more urgent needs in terms of food availability, nutritional intake, trust in government, positive perceptions of science, and positive media influences are among factors that differentiate consumers’ attitudes towards and WTP for food credence characteristics across the globe. Because of the mixed consumer response to processed-based labeling, caution is appropriate for various interest groups promoting administrative mandates regarding food labels. A Paper Prepared for Presentation at the 1st China Green Food Development Forum, Shanghai, China, December 3-4, 2004 This research was funded through Hatch Project 2537 of the Oklahoma Agricultural Experiment Station. Author wishes to thank Sudha Meiyappan, graduate assistant in the School of International Studies at Oklahoma State University, for her collaboration in the collection of relevant literature. Copyright © Henneberry, 2004. All rights reserved. Readers may verbatim copies of this document for non-commercial purposes by any means, provided that this copyright notice appears on all such copies.