Understanding U.S. Consumer Demand for Milk Production Attributes
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A choice experiment was used to examine the value of various fluid milk attributes. Respondents
were surveyed regarding half or whole gallon milk purchases. A split-sample design was used
to examine consumer inferences regarding food safety. Willingness to pay for verification of
production process attributes varied across attributes and verifying entity. Consumers were
generally willing to pay substantial premiums for milk produced without the use of rbST, on
local family farms, with assured food safety enhancement, and for these claims to be verified by
the U.S. Department of Agriculture.