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Evolving consumer trends for whey protein sports supplements: the Heckman ordered probit estimation

Author

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  • Cian Keogh

    (University College Dublin
    Consumer Marketing Division)

  • Chenguang Li

    (University College Dublin)

  • Zhifeng Gao

    (University of Florida)

Abstract

Despite the fast-rising popularity of whey protein sports supplements over recent years, there has been little research to investigate the driving forces behind the consumer choices. Using a consumer dataset collected in Ireland, we applied the ordered Heckman two-stage method to examine the evolving consumer trend and to determine the key factors that affect consumers’ choices. The study found that demographic variables, such as gender and income, do not significantly influence the decision on whether or not to consume whey, but exercise type is highly influential. The desire for power and strength is a stable key consumption driver, with endurance and flexibility becoming more important in the expansion of this industry. The study also found that whey is under-consumed by older age groups and under-promoted based on country of origin affiliation. Findings of the study provide further insights to relevant literature and have direct implications to the sports supplement industry as well as the dairy ingredient industry.

Suggested Citation

  • Cian Keogh & Chenguang Li & Zhifeng Gao, 2019. "Evolving consumer trends for whey protein sports supplements: the Heckman ordered probit estimation," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 7(1), pages 1-10, December.
    • Handle: RePEc:spr:agfoec:v:7:y:2019:i:1:d:10.1186_s40100-019-0125-9
    DOI: 10.1186/s40100-019-0125-9
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    References listed on IDEAS

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    1. Giuseppe De Luca & Valeria Perotti, 2011. "Estimation of ordered response models with sample selection," Stata Journal, StataCorp LP, vol. 11(2), pages 213-239, June.
    2. Richard Chiburis & Michael Lokshin, 2007. "Maximum likelihood and two-step estimation of an ordered-probit selection model," Stata Journal, StataCorp LP, vol. 7(2), pages 167-182, June.
    3. Gao, Zhifeng & House, Lisa & Gmitter, Fred G., Jr. & Valim, M. Filomena & Plotto, Anne & Baldwin, Elizabeth A., 2011. "Consumer Preferences for Fresh Citrus: Impacts of Demographic and Behavioral Characteristics," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(1), pages 1-17, February.
    4. Marc F. Bellemare & Christopher B. Barrett, 2006. "An Ordered Tobit Model of Market Participation: Evidence from Kenya and Ethiopia," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 88(2), pages 324-337.
    5. Heckman, James, 2013. "Sample selection bias as a specification error," Applied Econometrics, Russian Presidential Academy of National Economy and Public Administration (RANEPA), vol. 31(3), pages 129-137.
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    2. Hayes, Taylor E. & Robinson, Chadelle & Acharya, Ram & Flores, Nancy & Yao, Shengrui, 2020. "Shape Influence on Consumers’ Willingness to Purchase Jujube Fruit," Western Economics Forum, Western Agricultural Economics Association, vol. 18(2), December.

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