Over the last five years there are no known studies based on country of origin food
products in Turkey based on consumer behaviors and willingness to buy COOL products.
Turkey is still in the process of the definition of those kinds of products and labeling
of them to secure products and producer in the market. This study aims at determining
consumers' behavior and willingness to pay for various Country-of-Origin labeled
food products in comparison to the conventional - no labels – products in the urban
market of Istanbul. To assess consumer preferences regarding COOL food products,
Heckman Demand Models were employed.