Consumers' attitude towards hormone-free milk: what have we learned?

Kalyan Chakraborty

Applied Economics Letters, 2005, vol. 12, issue 10, 633-637

Abstract: Consumers' negative attitude and perception about bST-treated milk has not changed much since its first introduction in 1994 in the USA. The objectives of this study are to measure consumers' willing to pay for bST-free milk and to explore the factors influencing their willingness-to-pay. The empirical application uses consumers' survey data from the state of Kansas and applied to a probit model for willingness-to-pay. The results show consumers prefer mandatory labeling for bST-treated milk and milk products, and are willing to pay a premium for bST-free milk.

Date: 2005
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DOI: 10.1080/13504850500119914

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