The Effect of Retail Grocery Coupons for Breakfast Cereals on Household Purchasing Behavior

We examine the affect of retail and manufacturer coupons on the nutritional quality of breakfast cereal purchases made by households. Using household level purchase data we find that coupon usage has a significant impact on the nutritional quality of cereals purchased by households. Specifically, we find that the average sugar content decreases and the fiber content increases. This suggests that coupons have a positive impact on the nutritional quality of cereals purchased by households, holding all other factors constant. Given the prolific use of coupons by households and the fact that they offer both a price discount and an advertisement for products, they might be an effective way to help guide consumers to healthier food choices.

Issue Date:
May 03 2011
Publication Type:
Conference Paper/ Presentation
DOI and Other Identifiers:
Record Identifier:
PURL Identifier:
Total Pages:
JEL Codes:
D10; I10; M30; C23
Series Statement:
Selected Paper

 Record created 2017-04-01, last modified 2019-08-26

Download fulltext

Rate this document:

Rate this document:
(Not yet reviewed)