What is it consumers really want, and how can their preferences be influenced? the case of fat in milk

TY - JOUR

T1 - What is it consumers really want, and how can their preferences be influenced?

T2 - the case of fat in milk

AU - Andersen, Laura Mørch

AU - Smed, Sinne

N1 - Published online 8 August 2012

PY - 2013/8

Y1 - 2013/8

N2 - In this paper we investigate preferences for fat in milk through a structural characteristics model. The data includes information about daily purchases and social and demographic characteristics of more than 1,100 households. We find that consumers who prefer milk with a high fat content do not react to information about health effects, but can be influenced by prices, while consumers who prefer milk with a low share of fat are influenced by information, but are less price sensitive. Therefore, when attempting to decrease consumption of fat from milk, prices are more efficient than information.

AB - In this paper we investigate preferences for fat in milk through a structural characteristics model. The data includes information about daily purchases and social and demographic characteristics of more than 1,100 households. We find that consumers who prefer milk with a high fat content do not react to information about health effects, but can be influenced by prices, while consumers who prefer milk with a low share of fat are influenced by information, but are less price sensitive. Therefore, when attempting to decrease consumption of fat from milk, prices are more efficient than information.

U2 - 10.1007/s00181-012-0619-8

DO - 10.1007/s00181-012-0619-8

M3 - Journal article

SN - 0377-7332

VL - 45

SP - 323

EP - 347

JO - Empirical Economics

JF - Empirical Economics

IS - 1

ER -