1. Introduction
Consumers are increasingly showing interest in foods that are locally produced
(Carpio and Isengildina-Massa, 2009) and marketed as “locally grown” (Darby et al.,
2008). To assess consumers’ perceptions and willingness to purchase COOL products,
two different origin local products were used; Ezine Cheese, and Ayvalik Olive Oil.
These two products were selected as Turkish consumers use them almost everyday in
Turkish cuisine. The study took place in the urban area of Istanbul, a huge growing
market for labeled food products and representative for other Turkish urban markets as well