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What is it Consumers really want, and how can their preferences be influenced? The Case of fat in Milk

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  • Andersen, Laura M.
  • Smed, Sinne

Abstract

In this paper we investigate preferences for fat in milk through a structural characteristics model. The data includes information about daily purchases and social and demographic characteristics of more than 1,100 households. We find that consumers who prefer milk with a high fat content do not react to information about health effects, but can be influenced by prices, while consumers who prefer milk with a low share of fat are influenced by information, but are less price sensitive. Therefore, when attempting to decrease consumption of fat from milk, prices are more efficient than information.

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Paper provided by Agricultural and Applied Economics Association in its series 2012 AAEA/EAAE Food Environment Symposium, May 30-31, Boston, MA with number 122728.

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Date of creation: Feb 2012
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Handle: RePEc:ags:aaeafe:122728

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Keywords: Fat in milk; Characteristics model; hedonic prices; information; panel data; Food Consumption/Nutrition/Food Safety; D12;

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