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Introducing Foods Produced Using Biotechnology: The Case Of Bovine Somatotropin


  • McGuirk, Anya M.
  • Preston, Warren P.
  • Jones, Gerald M.


A mailed questionnaire was used to assess consumer concerns and potential consumption response attributable to the introduction of bovine somatotropin (bST). Responses from 605 households in Virginia are described and analyzed. Logit models were estimated to identify which issues shape consumersÂ’ decisions to alter milk purchases contingent on the introduction of bST and to determine whether socioeconomic characteristics explain consumersÂ’ attitudes toward these issues. Estimates based on survey responses point toward sizable reductions in fluid milk purchases if bST is introduced. Large retail price reductions are predicted to be insufficient to offset these estimated decreases. Consumer education and marketing strategies are discussed.

Suggested Citation

  • McGuirk, Anya M. & Preston, Warren P. & Jones, Gerald M., 1992. "Introducing Foods Produced Using Biotechnology: The Case Of Bovine Somatotropin," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 24(01), July.
  • Handle: RePEc:ags:sojoae:30375

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    References listed on IDEAS

    1. Kinnucan, Henry W. & Hatch, L. Upton & Molnar, Joseph J. & Venkateswaran, Meenakshi, 1990. "Scale Neutrality Of Bovine Somatotropin: Ex Ante Evidence From The Southeast," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 22(02), December.
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    Cited by:

    1. Sukant Misra & Donna Grotegut & Kyle Clem, 1997. "Consumer attitude toward Recombinant Porcine Somatotropin," Agribusiness, John Wiley & Sons, Ltd., vol. 13(1), pages 11-20.
    2. Bernard, Daria J. & Mathios, Alan D., 2005. "Factors Affecting Consumer Choice and Willingness to Pay for Milk Attributes," 2005 Annual meeting, July 24-27, Providence, RI 19366, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Loren W. Tauer, 1994. "The value of segmenting the milk market into bST-Produced and Non-bST-Produced milk," Agribusiness, John Wiley & Sons, Ltd., vol. 10(1), pages 3-12.


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