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Do Voluntary Biotechnology Labels Matter to the Consumer? Evidence from the Fluid Milk Market

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  • David Buschena
  • Vincent Smith

Abstract

This article examines the effects on the demand of voluntary labeling for the use of genetically modified growth hormone for retail fluid milk using supermarket scanner data. Retail fluid milk tracks one of the first biotechnology products approved, is fairly standardized and ubiquitous, and allows for cross-sectional differentiation between labeled and unlabeled products and between conventional and organic brands. The results indicate that voluntary labeling increases the demand for recombinant bovine growth hormone free milk. In addition, the estimated effects of labeling appear to have increased over time. Copyright 2005, Oxford University Press.

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  • David Buschena & Vincent Smith, 2005. "Do Voluntary Biotechnology Labels Matter to the Consumer? Evidence from the Fluid Milk Market," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 87(2), pages 378-392.
    • Handle: RePEc:oup:ajagec:v:87:y:2005:i:2:p:378-392
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    File URL: http://hdl.handle.net/10.1111/j.1467-8276.2005.00729.x
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    1. repec:ags:jrapmc:122316 is not listed on IDEAS
    2. Bond, Craig A. & Thilmany, Dawn D. & Bond, Jennifer Keeling, 2008. "What to Choose? The Value of Label Claims to Fresh Produce Consumers," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 33(3), pages 1-26.
    3. Liu, Pengcheng & Huang, Chung-Huang & Feng, Zhongchao & Zhou, Deyi, 2009. "Consumer’s choice on GM labeling: evidences from China," 2009 Conference, August 16-22, 2009, Beijing, China 51807, International Association of Agricultural Economists.
    4. Philip Garland Gayle & Jin Wang & Shengnan Fang, 2023. "The Organic food price premium and its susceptibility to news media coverage: evidence from the US milk industry," Applied Economics, Taylor & Francis Journals, vol. 55(28), pages 3296-3315, June.
    5. Wolf, Christopher A. & Tonsor, Glynn T. & Olynk, Nicole J., 2011. "Understanding U.S. Consumer Demand for Milk Production Attributes," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 36(2), pages 1-17.
    6. Plant, Emily J. & Stowe, C. Jill, 2013. "The Price of Disclosure in the Thoroughbred Yearling Market," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 45(2), pages 1-15, May.
    7. Villas-Boas, Sofia B & Kiesel, Kristin, 2007. "Got Organic Milk? Consumer Valuations of Milk Labels after the Implementation o f the USDA Organic Seal," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt5593m46q, Department of Agricultural & Resource Economics, UC Berkeley.
    8. Kiesel, Kristin & Villas-Boas, Sofia B, 2007. "Got Organic Milk? Consumer Valuations of Milk Labels after the Implementation of the USDA Organic Seal," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt9sx3j5hv, Department of Agricultural & Resource Economics, UC Berkeley.
    9. Kiesel Kristin & Villas-Boas Sofia B, 2007. "Got Organic Milk? Consumer Valuations of Milk Labels after the Implementation of the USDA Organic Seal," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 5(1), pages 1-40, April.
    10. Zhao, Li & Gu, Haiying & Yue, Chengyan & Ahlstrom, David, 2013. "Consumer welfare and GM food labeling: A simulation using an adjusted Kumaraswamy distribution," Food Policy, Elsevier, vol. 42(C), pages 58-70.
    11. Kara R. Grant & R. Karina Gallardo & Jill J. McCluskey, 2021. "Consumer preferences for foods with clean labels and new food technologies," Agribusiness, John Wiley & Sons, Ltd., vol. 37(4), pages 764-781, October.
    12. Villas-Boas, Sofia B & Taylor, Rebecca & Krovetz, Hannah, 2016. "Willingness to Pay for Low Water Footprint Food Choices During Drought," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt9vh3x180, Department of Agricultural & Resource Economics, UC Berkeley.
    13. Yanhong H. Jin & David Zilberman & Amir Heiman, 2008. "Choosing Brands: Fresh Produce versus Other Products," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(2), pages 463-475.
    14. Kiesel, Kristin, 2012. "“A Definition at Last, But What Does it All Mean?” Newspaper Coverage of Organic Food Production and its Effects on Milk Purchases," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 37(1), pages 1-24, April.
    15. Kiesel, Kristin, 2008. ""A Definition at Last, but What Does It All Mean?"—Newspaper Coverage of the USDA Organic Seal and its Effects on Food Purchases-," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6351, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    16. Villas-Boas, Sofia B & Bonnet, Celine & Hilger, James, 2017. "RUM, WINE, and EXPERTS," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt160178v4, Department of Agricultural & Resource Economics, UC Berkeley.
    17. Guillaume P. Gruère & Colin A. Carter & Y. Hossein Farzin, 2008. "What labelling policy for consumer choice? The case of genetically modified food in Canada and Europe," Canadian Journal of Economics, Canadian Economics Association, vol. 41(4), pages 1472-1497, November.
    18. Yenipazarli, Arda, 2015. "The economics of eco-labeling: Standards, costs and prices," International Journal of Production Economics, Elsevier, vol. 170(PA), pages 275-286.
    19. Gautam, Ruskin & Gustafson, Christopher R. & Brooks, Kathleen R., 2017. "Label Position and it Impacts on WTP for Products Containing GMO," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258105, Agricultural and Applied Economics Association.
    20. Costa-Font, Montserrat & Gil, José M. & Traill, W. Bruce, 2008. "Consumer acceptance, valuation of and attitudes towards genetically modified food: Review and implications for food policy," Food Policy, Elsevier, vol. 33(2), pages 99-111, April.
    21. Kolodinsky, Jane, 2008. "Affect or information? Labeling policy and consumer valuation of rBST free and organic characteristics of milk," Food Policy, Elsevier, vol. 33(6), pages 616-623, December.
    22. Uddin, Azhar & Gallardo, R. Karina, 2021. "Consumers' willingness to pay for organic, clean label, and processed with a new food technology: an application to ready meals," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 24(3), March.

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