The organic food price premium and its susceptibility to news media coverage: Evidence from the U.S. milk industry

Philip Gayle (), Jin Wang and Shengnan Fang

MPRA Paper from University Library of Munich, Germany

Abstract: This paper investigates the extent to which media coverage on organic dairy issues influences consumers’ willingness to pay (WTP) for the organic attribute of milk. We find that news with contents most often viewed as negative toward organic dairy are more powerful in decreasing consumers’ WTP for the organic attribute of milk compared to the positive WTP impact of news articles with contents most often viewed as positive toward organic dairy. Interestingly, consumers' increasing exposure to organic dairy news that even take a neutral stance on the organic attribute also increases their WTP for the organic attribute.

Keywords: Organic Food; Organic Price Premium; Newspaper Coverage; Milk Industry (search for similar items in EconPapers)
JEL-codes: D10 L13 L15 L82 M30 Q00 (search for similar items in EconPapers)
Date: 2022-07-13
New Economics Papers: this item is included in nep-agr, nep-dcm and nep-ind
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:113924

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