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“A Definition at Last, But What Does it All Mean?†Newspaper Coverage of Organic Food Production and its Effects on Milk Purchases

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  • Kiesel, Kristin
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    Abstract

    This paper estimates the effects of media coverage of organic food production on food purchases. Information from several data sources links national and local newspaper coverage to fluid milk purchases. An analysis of weekly store-level scanner data in a differences-in-differences approach results in a 5% increase in organic milk sales relative to conventional milk sales. Increases in intensity of news coverage increase this relative difference in sales. Differentiating effects by media context further suggests that product category specific coverage increases sales more than general coverage. Critical coverage does not result in significant effects on organic milk sales.

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    File URL: http://purl.umn.edu/122316
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    Bibliographic Info

    Article provided by Western Agricultural Economics Association in its journal Journal of Agricultural and Resource Economics.

    Volume (Year): 37 (2012)
    Issue (Month): 1 (April)
    Pages:

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    Handle: RePEc:ags:jlaare:122316

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    Web page: http://waeaonline.org/
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    Related research

    Keywords: consumer behavior; information media effects; organic food; scanner data; Agricultural and Food Policy; Production Economics; Public Economics;

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    1. Timothy K.M. Beatty & Jay P. Shimshack & Michael B. Ward, 2005. "Are Mercury Advisories Effective? Information, Education, and Fish Consumption," Discussion Papers Series, Department of Economics, Tufts University 0502, Department of Economics, Tufts University.
    2. Xavier Gabaix & David Laibson, 2006. "Shrouded Attributes, Consumer Myopia, and Information Suppression in Competitive Markets," The Quarterly Journal of Economics, MIT Press, vol. 121(2), pages 505-540, May.
    3. Glaser, Lewrene K. & Thompson, Gary D., 2000. "Demand For Organic And Conventional Beverage Milk," 2000 Annual Meeting, June 29-July 1, 2000, Vancouver, British Columbia 36346, Western Agricultural Economics Association.
    4. Kiesel Kristin & Villas-Boas Sofia B, 2007. "Got Organic Milk? Consumer Valuations of Milk Labels after the Implementation of the USDA Organic Seal," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 5(1), pages 1-40, April.
    5. Raj Chetty & Adam Looney & Kory Kroft, 2009. "Salience and taxation: theory and evidence," Finance and Economics Discussion Series 2009-11, Board of Governors of the Federal Reserve System (U.S.).
    6. DellaVigna, Stefano & Kaplan, Ethan, 2006. "The Fox News Effect: Media Bias and Voting," Seminar Papers 748, Stockholm University, Institute for International Economic Studies.
    7. Eliza M. Mojduszka & Julie A. Caswell, 2000. "A Test of Nutritional Quality Signaling in Food Markets Prior to Implementation of Mandatory Labeling," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 82(2), pages 298-309.
    8. Marks, Leonie A. & Kalaitzandonakes, Nicholas G. & Vickner, Steven S., 2003. "Evaluating Consumer Response to GM Foods: Some Methodological Considerations," CAFRI: Current Agriculture, Food and Resource Issues, Canadian Agricultural Economics Society, issue 04.
    9. Mario F. Teisl & Nancy E. Bockstael & Alan Levy, 2001. "Measuring the Welfare Effects of Nutrition Information," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 83(1), pages 133-149.
    10. David Buschena & Vincent Smith, 2005. "Do Voluntary Biotechnology Labels Matter to the Consumer? Evidence from the Fluid Milk Market," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 87(2), pages 378-392.
    11. Matthew Gentzkow & Jesse M. Shapiro, 2010. "What Drives Media Slant? Evidence From U.S. Daily Newspapers," Econometrica, Econometric Society, vol. 78(1), pages 35-71, 01.
    12. Olivier Bonroy & Christos Constantatos, 2008. "On the use of labels in credence goods markets," Journal of Regulatory Economics, Springer, vol. 33(3), pages 237-252, June.
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