The purpose of this study was to measure the factors influencing on the perception of helpfulness of marking the country of origin in predicting the quality and safety of pork. A total of 239 questionnaires were completed. A multinomial logit model is specified in order to estimate which factors influence the probability that a consumer perceives the country of origin as helpful in assessing food quality and food safety. The estimations were carried out using the logistic procedure of SAS. The results are as follows. The proportional odds assumptions of models were not violated at p<0.05. The effects of age, income, children, occupation and respondents informed on the importance of the country of origin in pork quality model were statistically significant. The effects of age, children, occupation and trust on the importance of the country of origin in pork safety model were statistically significant. The results from this study could be useful in developing marketing and health promotion strategies as well as government trade policies.