Country of origin-a consumer perception perspective of fresh meat

摘要

Most commodities consist of hidden qualities that consumers cannot detect by pre- purchase or through normal use. Hence, given that consumers demand such qualities, information has to be communicated to the consumer by some trustworthy party to avoid a "lemons" effect. With respect to food, such qualities can be, for example, animal welfare process standards or long-term health hazards. Previous research has concluded that extrinsic cues such as country o foreign (COO)are important in the consumer evaluation process.