Consumers' attitude towards hormone-free milk: what have we learned?

Consumers' negative attitude and perception about bST-treated milk has not changed much since its first introduction in 1994 in the USA. The objectives of this study are to measure consumers' willing to pay for bST-free milk and to explore the factors influencing their willingness-to-pay. The empirical application uses consumers' survey data from the state of Kansas and applied to a probit model for willingness-to-pay. The results show consumers prefer mandatory labeling for bST-treated milk and milk products, and are willing to pay a premium for bST-free milk.