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

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  • Kazi, Oishi
  • Miller, Steven R.
  • Malone, Trey
  • Wolf, Christopher A.

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.

Suggested Citation

  • Kazi, Oishi & Miller, Steven R. & Malone, Trey & Wolf, Christopher A., 2022. "The Changing Role of Fat Perceptions in Fluid Milk Labeling: Would the Dairy Industry Sell More if 2% Milk Was Called “98% Fat Free”?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 53(2), July.
    • Handle: RePEc:ags:jlofdr:339683
    DOI: 10.22004/ag.econ.339683
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    References listed on IDEAS

    as
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    2. Koo, Jieun & Suk, Kwanho, 2020. "Is $0 Better than Free? Consumer Response to “$0” versus “Free” Framing of a Free Promotion," Journal of Retailing, Elsevier, vol. 96(3), pages 383-396.
    3. Laurent Muller & Anne Lacroix & Bernard Ruffieux, 2019. "Environmental Labelling and Consumption Changes: A Food Choice Experiment," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 73(3), pages 871-897, July.
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    5. Stewart, Hayden & Dong, Diansheng & Carlson, Andrea, 2013. "Why Are Americans Consuming Less Fluid Milk? A Look at Generational Differences in Intake Frequency," Economic Research Report 262223, United States Department of Agriculture, Economic Research Service.
    6. Newman, Christopher L. & Howlett, Elizabeth & Burton, Scot, 2014. "Shopper Response to Front-of-Package Nutrition Labeling Programs: Potential Consumer and Retail Store Benefits," Journal of Retailing, Elsevier, vol. 90(1), pages 13-26.
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