Copyright 2014 by Hua Zhong and Wuyang Hu. All rights reserved. Readers may make verbatim copies of this document for non‐commercial purposes by any means, provided that this copyright notice appears on all such copies.

This article surveys British consumers’ preference for domestic and imported beef identified by country of origin labels (COOLs). Like previous studies related to COOL, we found a strong preference for domestic beef. Furthermore, the factors influencing such preference were examined. Using...