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Please use this identifier to cite or link to this item: http://purl.umn.edu/122316

Title: “A Definition at Last, But What Does it All Mean?” Newspaper Coverage of Organic Food Production and its Effects on Milk Purchases
Authors: Kiesel, Kristin
Keywords: consumer behavior
information media effects
organic food
scanner data
Issue Date: 2012-04
Abstract: This paper estimates the effects of media coverage of organic food production on food purchases. Information from several data sources links national and local newspaper coverage to fluid milk purchases. An analysis of weekly store-level scanner data in a differences-in-differences approach results in a 5% increase in organic milk sales relative to conventional milk sales. Increases in intensity of news coverage increase this relative difference in sales. Differentiating effects by media context further suggests that product category specific coverage increases sales more than general coverage. Critical coverage does not result in significant effects on organic milk sales.
URI: http://purl.umn.edu/122316
Institution/Association: Journal of Agricultural and Resource Economics>Volume 37, Number 1, April 2012
Total Pages: 24
From Page: 34
To Page: 57
Collections:Volume 37, Number 1, April 2012

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