Measuring the Impact of Health Awareness on Food Demand

Helen Jensen, T. Kesavan and Stanley R. Johnson

Staff General Research Papers Archive from Iowa State University, Department of Economics

Abstract: Diet and health attitudes affect food consumption behavior. The National Dairy Board provided information on the benefits of calcium and dairy products in a 1985-86 national advertising campaign. A latent variable measuring consumer attitudes, constructed based on an ad tracking survey, is shown to have a positive effect on both the probability of dairy product purchase as well as the quantity of dairy products purchased. The consumption data were from the USDA "Continuing Survey of Food Intakes by Individuals.

Date: 1992-07-01
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Published in Review of Agricultural Economics, July 1992, vol. 14 no. 2, pp. 299-312

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