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Factors Influencing the Purchase Decision for Milk Labelled rBST-free and Organic

Author

Listed:
  • McGarry Wolf, Marianne
  • Butler, Leslie J.
  • Martin, Adam J.
  • Foltz, Jeremy D.

Abstract

This research uses survey research to identify the demographics and attributes of milk that affect the purchase decision. The attributes of milk that drive purchase interest are fresh tasting, safe, high in quality, healthy, high in nutrition, :flavorful, a good value for the money, and reasonably priced. The attributes that are the focus of the labels tested by this study are only slightly to somewhat desirable to the general milk-purchasing population while price and brand are somewhat desirable. Demographics are related to milk purchasing behavior. There is a niche group of consumers that purchases organic milk regularly.

Suggested Citation

  • McGarry Wolf, Marianne & Butler, Leslie J. & Martin, Adam J. & Foltz, Jeremy D., 2009. "Factors Influencing the Purchase Decision for Milk Labelled rBST-free and Organic," Journal of Food Distribution Research, Food Distribution Research Society, vol. 40(1), pages 1-5, March.
    • Handle: RePEc:ags:jlofdr:162139
    DOI: 10.22004/ag.econ.162139
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    File URL: https://ageconsearch.umn.edu/record/162139/files/WolfButler.pdf
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    Citations

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    Cited by:

    1. Fabrice Larceneux & Florence Benoît-Moreau & Valérie Renaudin, 2012. "Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects," Post-Print hal-00656485, HAL.
    2. Weinrich, Ramona & Kühl, Sarah & Zühlsdorf, Anke & Spiller, Achim, 2014. "Consumer Attitudes in Germany towards Different Dairy Housing Systems and Their Implications for the Marketing of Pasture Raised Milk," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(4), pages 1-18, November.
    3. Fabrice Larceneux & Florence Benoit-Moreau & Valérie Renaudin, 2012. "Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects," Journal of Consumer Policy, Springer, vol. 35(1), pages 85-104, March.

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