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Soda Wars: The Effect of a Soda Tax Election on University Beverage Sales

Author

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  • Taylor, Rebecca
  • Kaplan, Scott
  • Villas-Boas, Sofia B.
  • Jung, Kevin

Abstract

We examine how soda sales changed due to the campaign attention and election out- come of a local excise tax on sugar-sweetened beverages (SSB), most commonly referred to as a soda tax. Using panel data of beverage sales from university retailers in Berkeley, California, we estimate that soda purchases relative to control beverages significantly dropped immediately after the election, months before the tax was implemented in the city of Berkeley or on campus. Supplemental scanner data from off campus drug stores reveal this result is not unique to the university setting. Our findings suggest soda tax media coverage and election outcomes can have larger effects on purchasing behavior than the tax itself.

Suggested Citation

  • Taylor, Rebecca & Kaplan, Scott & Villas-Boas, Sofia B. & Jung, Kevin, 2019. "Soda Wars: The Effect of a Soda Tax Election on University Beverage Sales," 2019 Conference (63rd), February 12-15, 2019, Melbourne, Australia 285049, Australian Agricultural and Resource Economics Society (AARES).
    • Handle: RePEc:ags:aare19:285049
    DOI: 10.22004/ag.econ.285049
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    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • H20 - Public Economics - - Taxation, Subsidies, and Revenue - - - General
    • C23 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Models with Panel Data; Spatio-temporal Models
    • I38 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty - - - Government Programs; Provision and Effects of Welfare Programs
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy

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