Consumer ethnocentricity and preferences for wool products by country of origin and manufacture

摘要: Labelling on apparel products usually focuses the country where manufacturing takes place, rather than raw materials were obtained. A choice experiment of consumers in three southern US states was conducted to determine preferences and marginal willingness pay (mWTP) for wool blend sweaters based fibre origin manufacture. Fibre choices Australia, State, with latter investigate consumer interest local over simply domestic. Manufacturing had two possibilities, China. Survey questions used an average ethnocentric tendency (CET) score each consumer, a median split place into High or Low CET group. Nested logit models analysed both groups, mWTP estimates computed from coefficients. Both groups willing significant premiums State-produced wool, Australian wool. However, group exhibited lower origins their counterparts. Ethnocentric consumers, unlike additionally knitted vs. those Results suggest that labelling by State may allow producers obtain substantial products. Promotion domestic though only be effective smaller set consumers.