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Impacts of Advertising, Attitudes, Lifestyles, and Health on the Demand for U.S. Pork: A Micro-Level Analysis

Published online by Cambridge University Press:  28 April 2015

Oral Capps Jr.  and
Jaehong Park
Oral Capps Jr.
Affiliation:
Department of Agricultural Economics, Texas A&M University. Senior authorship is not assigned. Funding for this research was provided by the National Pork Board
Jaehong Park
Affiliation:
Department of Agricultural Economics, Texas A&M University. Senior authorship is not assigned. Funding for this research was provided by the National Pork Board
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Abstract

Using data from the 1994-1996 CSFII/DHKS, we identify and assess factors affecting the decision to consume pork and conditional on consuming pork, the decision of the amount of pork intake. Branded and generic advertising of pork play a prominent role in both decisions. Beef advertising, however, does not significantly affect either the probability of consuming pork or the amount of pork intake. Key health, attitudinal and lifestyle factors are smoking status, dietary status, body mass index, the importance of nutrition in buying food, and trimming visible fat from meat. These factors however impact the probability of consuming pork rather than the amount of pork consumed. Region, urbanization, race, age, income, and seasonality also affect pork demand.

Keywords

branded advertising and promotionCSFII/DHKS (1994—96)generic advertising and promotionpork demandpork checkoff
Type
Original Articles
Information
Journal of Agricultural and Applied Economics , Volume 34 , Issue 1 , April 2002 , pp. 1 - 15
Copyright
Copyright © Southern Agricultural Economics Association 2002

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