According to the World Trade Organization, the country of origin is “the country of manufacture, production, or growth where a commodity or good originates.” In marketing, country of origin is used as a predictor of product quality and preference. It is often heavily weighted in customers’ decision-making processes, particularly when they are unfamiliar with a brand.
Country of origin labeling (COOL) is a law that requires businesses to indicate the country of origin of their products on labels or packaging. The goal of COOL is to help consumers make informed decisions about the products they purchase and to support fair trade practices.
There has been much debate about the efficacy of COOL laws. Some argue that COOL laws are protectionist and hurt consumers by limiting their choices. Others argue that COOL laws are necessary to ensure that consumers have accurate information about the products they purchase.