What is it Consumers really want, and how can their preferences be influenced? The Case of fat in Milk
No hay miniatura disponible
Fecha
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
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.