The Effects of Advertisement and Health Issues on U.S. Pork Demand

This study attempts to identify and assess factors affecting US pork demand using 1994-96 CSFII/DHKS from USDA. Especially, utilizing Heckman 2-step procedure, two issues are considered the decision to consume pork or not as well as the absolute level of pork intake conditional on consuming pork. The measure of advertisings comes from three different sources. The results shows that branded and generic advertising of pork as well as beef advertising affect pork demand. Other key factors affecting pork demand are region, urbanization, race, age, income, smoking status, dietary status, body mass index, and the importance of healthy diet.