Consumer Preferences for Country-of-Origin of U.S. Beef Products: A Meta Analysis

By conducting a meta-analysis with 50 observations collected from 15 primary studies, we systematically analyze heterogeneities in consumer preferences for the Country-of-Origin (COO) of U.S. beef products. The main findings include that consumers in Asian countries (Korea and Japan) are willing to pay least for the COO of U.S. beef products compared with North American countries, and that the BSE incidence in the U.S. substantially damaged consumer preferences for the COO of U.S. beef products outside the U.S. but not in the U.S. The results also indicate that choice experiments yield larger WTP values and that the sample size is negatively correlated with WTP values.