Evaluating the effect of generic advertising and food health information within a meat demand system

Abstract

Abstract The objective of this article was to disentangle the effect on meat product consumption of generic advertising from that of nonadvertising‐related food health information. Using quarterly data from 1976 to 2000, a linearized Almost Ideal Demand System was estimated for beef, pork, poultry, and fish. Simulation results indicate that the increased food health concerns for fat and cholesterol have resulted in a 6% reduction in the consumption of beef per capita per quarter since 1987, and an 18% increase in the poultry consumption. The results also indicate that there is a significant negative spill‐over effect of beef advertising on pork consumption and vice versa. However, a positive spill‐over effect of pork advertising on poultry consumption is also identified. [Econlit citations: D120, Q110, Q130]. © 2003 Wiley Periodicals, Inc. Agribusiness 19: 345–354, 2003.