WHAT IS IT CONSUMERS REALLY WANT AND WHY? THE CASE OF FAT IN MILK

In this paper we investigate preferences for fat in milk through a structural characteristics model. The data includes information about daily purchases and social and demographic characteristics of approximately 2500 households. We find that consumers who prefer milk with a very high fat content can be reached both by information and prices, while consumers who prefer milk with a moderate to high fat share are not influenced by information, but are price sensitive. This is of great importance since these households drink a lot of milk and thereby get a considerable amount of fat through milkFat in milk, Characteristics model, hedonic prices, Agricultural and Food Policy, Consumer/Household Economics, Demand and Price Analysis, Food Consumption/Nutrition/Food Safety, Food Security and Poverty, Health Economics and Policy, D12,