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 -