Consumer acceptance of an EU/non-EU label of origin of beef: an analysis of attribute attendance in a discrete choice experiment

This paper reports on consumer acceptance of an EU/non-EU label of origin instead of a specific country of origin denomination. Data from a discrete choice experiment were analysed for attribute attendance using a Generalised Linear Random Effects Panel Model with Logistic Link function. The results indicated that the propensity to choose EU/non-EU denomination of origin depended on the total number of other labelling credence attributes provided. Interaction effects were found between number of quality cues and price level. The direct effect of price outweighed the influence of more information, and the amount of information in itself was not enough to grant choice. The compensatory qualities of each credence attribute in relation to the EU/non-EU origin denomination differed. Cues relating to animal welfare and far-reaching traceability had the highest likelihood of influencing choice of the EU/non-EU denomination of origin.