Economic and health effects of fruit and vegetable advertising: Evidence from lab experiments

Jura Liaukonyte, Bradley J. Rickard, Harry M. Kaiser, Abigail M. Okrent, Timothy Richards

Research output: Contribution to journalArticle

9 Citations (Scopus)

Abstract

This study investigates consumer response to various types of advertising for fruits and vegetables-a food category which health officials uniformly agree is significantly under-consumed in the United States. Using an adult, non-student subject pool of 271 participants in an economic experiment, consumers' response to different types of fruit and vegetable advertising is measured empirically. This study finds that broad-based advertising, which is generic advertising for the entire fruit and vegetable category, increases consumer willingness to pay by an average of 24.6%. The simulation model shows that broad-based advertising for fruits and vegetables, either alone or as a hybrid with individual commodity-specific campaigns (e.g., apple advertising), would reduce average caloric intake per person by approximately 1800. kcal per year. The results of this study may contribute to new public policy initiatives that aim to reduce diet-related illnesses and obesity, which have become increasingly prevalent in the United States.

Original languageEnglish (US)
Pages (from-to)543-553
Number of pages11
JournalFood Policy
Volume37
Issue number5
DOIs
StatePublished - Oct 2012

Fingerprint

vegetables
Vegetables
vegetable
Fruit
fruit
Economics
economics
fruits
experiment
Health
health
willingness to pay
evidence
generic advertising
public policy
obesity
products and commodities
Malus
Public Policy
Energy Intake

Keywords

  • Advertising
  • Food marketing
  • Fruits and vegetables
  • Health policy
  • Obesity

ASJC Scopus subject areas

  • Food Science
  • Economics and Econometrics
  • Development
  • Sociology and Political Science
  • Management, Monitoring, Policy and Law

Cite this

Economic and health effects of fruit and vegetable advertising : Evidence from lab experiments. / Liaukonyte, Jura; Rickard, Bradley J.; Kaiser, Harry M.; Okrent, Abigail M.; Richards, Timothy.

In: Food Policy, Vol. 37, No. 5, 10.2012, p. 543-553.

Research output: Contribution to journalArticle

Liaukonyte, Jura ; Rickard, Bradley J. ; Kaiser, Harry M. ; Okrent, Abigail M. ; Richards, Timothy. / Economic and health effects of fruit and vegetable advertising : Evidence from lab experiments. In: Food Policy. 2012 ; Vol. 37, No. 5. pp. 543-553.
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