The mandatory Country of Origin Labeling (COOL) troubles beef exporters to the U.S. This study evaluates the extent that U.S. consumers are receptive to imported steak and their perception of food safety level of beef from various countries. In addition, using conjoint analysis, willingness to...

In light of the discovery of BSE infected cattle in Canada in 2003, a number of efforts have been undertaken to ensure the safety of beef produced in Canada. Recent discussion has focused on testing live cattle for the BSE prion. This paper investigates consumer acceptance and valuation of beef...