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Asymmetry In Raw Milk Safety Perceptions And Information: Implications For Risk In Fresh Produce Marketing And Policy

Author

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  • Knutson, Ronald D.
  • Currier, Russell W.
  • Ribera, Luis A.
  • Goeringer, L. Paul

Abstract

Scientific evidence clearly indicates that consumption of raw milk carries substantial disease-inducing health risks. While federal U.S. policy mandates that milk moving in interstate commerce be pasteurized; within 41 of 50 states, raw milk can be obtained for consumption. Warning labels notwithstanding, a segment of U.S. consumers pays higher prices for higher-risk raw milk than for either organic or conventional milk. The behavioral factors leading to raw milk consumption are explored. The paternalistic regulatory options for reducing the risk associated with drinking raw milk are identified. Implications for fresh produce sold directly from farms to consumers or through farmers markets are drawn.

Suggested Citation

  • Knutson, Ronald D. & Currier, Russell W. & Ribera, Luis A. & Goeringer, L. Paul, 2010. "Asymmetry In Raw Milk Safety Perceptions And Information: Implications For Risk In Fresh Produce Marketing And Policy," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116440, European Association of Agricultural Economists;Agricultural and Applied Economics Association.
  • Handle: RePEc:ags:eaa115:116440
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    References listed on IDEAS

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    More about this item

    Keywords

    raw milk; pasteurization; health risks; behavioral economics; bounded rationality; paternalistic regulations; public health; HACCP; GLOBALG.A.P.; Agricultural and Food Policy; Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Health Economics and Policy; A12; A13; A14; D11; D18; D46; D71; D78; D82; I18; K23; K32; Q11; Q18;

    JEL classification:

    • A12 - General Economics and Teaching - - General Economics - - - Relation of Economics to Other Disciplines
    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • A14 - General Economics and Teaching - - General Economics - - - Sociology of Economics
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • D46 - Microeconomics - - Market Structure, Pricing, and Design - - - Value Theory
    • D71 - Microeconomics - - Analysis of Collective Decision-Making - - - Social Choice; Clubs; Committees; Associations
    • D78 - Microeconomics - - Analysis of Collective Decision-Making - - - Positive Analysis of Policy Formulation and Implementation
    • D82 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Asymmetric and Private Information; Mechanism Design
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health
    • K23 - Law and Economics - - Regulation and Business Law - - - Regulated Industries and Administrative Law
    • K32 - Law and Economics - - Other Substantive Areas of Law - - - Energy, Environmental, Health, and Safety Law
    • Q11 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Aggregate Supply and Demand Analysis; Prices
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy

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