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Abstract
Country of Origin (COO) labeling has been shown in several studies to be an important
extrinsic cue for consumers in their quality evaluation of food products such as olive oil. COO
has not been discussed in the context of pepper; a spice which’s quality is highly dependant on
its heritage. This is the first study that combines face-to-face interviews regarding attitudes,
image and knowledge with a bind tasting of pepper and an investigation of consumer's WTP for
pepper from different origins and processing characteristics. The study reveals that organic
consumes are able to experience taste differences to due COO. They expect taste differences.
But also concerned and involved consumers are not to that extent informed about COO that
they rely in their purchase decision on COO information. As a result consumers are not willing
to pay a significant higher price for COO labeled pepper.