Evaluating the effect of generic advertising and food health information within a meat demand system
The objective of this article was to disentangle the effect on meat product consumption of generic advertising from that of nonadvertising-related food health information. Using quarterly data from 1976 to 2000, a linearized Almost Ideal Demand System was estimated for beef, pork, poultry, and fish. Simulation results indicate that the increased food health concerns for fat and cholesterol have resulted in a 6% reduction in the consumption of beef per capita per quarter since 1987, and an 18% increase in the poultry consumption. The results also indicate that there is a significant negative spill-over effect of beef advertising on pork consumption and vice versa. However, a positive spill-over effect of pork advertising on poultry consumption is also identified. [Econlit citations: D120, Q110, Q130]. © 2003 Wiley Periodicals, Inc. Agribusiness 19: 345-354, 2003.
Volume (Year): 19 (2003)
Issue (Month): 3 ()
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