Investigating Potential Effects of Multiple Country of Origins Label

Yupin Patara, Chulalongkorn University, Thailand
Kent B Monroe, University of Richmond and University of Illinois at Urbana Champaign, USA
Given the rapid growth of products from less developed countries and the recent recalls of products “Made in China”, consumers are concerned as to the relative quality and value of products especially with a “Made in …” label if various ingredients of the product were made in multiple countries? Research on the influence of a product’s country of origin has been based on the premise that country of origin as an external cue, similar to brand name and price, has an influence on consumers’ product evaluations and willingness to buy (Verleigh and Steenkamp, 1999). However, the role of the country of ingredients origin as an extrinsic cue has not been studied previously. This research examines the effect of country of ingredients origin labeling on consumers’ product evaluations. The main research questions in the preliminary stage are: (1) How do consumers utilize the ingredient country of origin information along with brand and price when evaluating products’ quality? (2) How do consumers evaluate “Made in …” label if various ingredients of the product were made in multiple countries?
[ to cite ]:
Yupin Patara and Kent B Monroe (2011) ,"Investigating Potential Effects of Multiple Country of Origins Label ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 741-742.