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Differential effects of negative publicity on beef consumption according to household characteristics in South Korea

Author

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  • Youn, Hyungho
  • Lim, Byung In
  • Jin, Hyun Joung

Abstract

This paper examines how South Korean households responded to an unprecedented boycott campaign against US beef from spring to summer of 2008, and investigates differential responses in relation to households’ characteristics. It was found that beef consumption reduced by 4.8% immediately after the so-called candle-light demonstration. Instead, pork and chicken consumption increased by 17.2% and 16.6%, respectively. This confirms a substitution effect due to the negative publicity concerning US beef. It was also found that the negative publicity effect was transitory and the reactions of consumers were not uniform; they differed depending on their socio-economic characteristics. The econometric model revealed that younger, less-educated, and/or lower-income households were more susceptible to the negative publicity, and reduced their beef consumption more than other households.

Suggested Citation

  • Youn, Hyungho & Lim, Byung In & Jin, Hyun Joung, 2012. "Differential effects of negative publicity on beef consumption according to household characteristics in South Korea," Health Policy, Elsevier, vol. 106(2), pages 138-148.
  • Handle: RePEc:eee:hepoli:v:106:y:2012:i:2:p:138-148
    DOI: 10.1016/j.healthpol.2012.03.005
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    References listed on IDEAS

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    1. Wolfram Schlenker & Sofia B. Villas-Boas, 2009. "Consumer and Market Responses to Mad Cow Disease," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 91(4), pages 1140-1152.
    2. Nicholas E. Piggott & Thomas L. Marsh, 2004. "Does Food Safety Information Impact U.S. Meat Demand?," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(1), pages 154-174.
    3. Jin, Hyun Joung, 2008. "Changes in South Korean consumers' preferences for meat," Food Policy, Elsevier, vol. 33(1), pages 74-84, February.
    4. T. S. Breusch & A. R. Pagan, 1980. "The Lagrange Multiplier Test and its Applications to Model Specification in Econometrics," Review of Economic Studies, Oxford University Press, vol. 47(1), pages 239-253.
    5. M. P. Burton & T. Young, 1991. "Non-Parametric Tests For Changes In Consumer Preferences For Meat In Great Britain," Journal of Agricultural Economics, Wiley Blackwell, vol. 42(2), pages 138-145.
    6. David G. Swartz & Ivar E. Strand, Jr., 1981. "Avoidance Costs Associated with Imperfect Information: The Case of Kepone," Land Economics, University of Wisconsin Press, vol. 57(2), pages 139-150.
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    More about this item

    Keywords

    Mad-cow disease; Korean household expenditure; Beef consumption; Seemingly unrelated regression;

    JEL classification:

    • D10 - Microeconomics - - Household Behavior - - - General
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy

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