The Changing Role of Fat Perceptions in Fluid Milk Labeling: Would the Dairy Industry Sell More if 2% Milk Was Called “98% Fat Free”?

Oishi Kazi, Steven R. Miller, Trey Malone () and Christopher A. Wolf

Journal of Food Distribution Research, 2022, vol. 53, issue 2

Abstract: U.S. consumers’ perceptions of fat content in food may have changed substantially over the past few decades. This is particularly relevant for the dairy industry as fluid milk is marketed with many different fat content options. Using a stated preferences contingent valuation experiment, this article explores consequences of framing effects of fat on the fluid milk label. Specifically, we investigate whether using alternative but equivalent labels of 96.75% fat free, 98% fat free and 99.98% fat free, whole, 2% fat, and skim milk change consumer willingness to pay. Results indicate that such framing effects rarely have the intended effect and that consumers would actually pay less for 2% fat milk if it were called 98% fat-free milk.

Keywords: Agribusiness; Agricultural Finance; Consumer/Household Economics (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/339683/files/Kazi.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:339683

DOI: 10.22004/ag.econ.339683

Access Statistics for this article

More articles in Journal of Food Distribution Research from Food Distribution Research Society Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().