Willingness to pay for rBST-free milk: a two-limit Tobit model analysis

The labelling of dairy products containing milk from rBST-treated cows has rapidly emerged as an important issue in the US due to the controversy between state and federal legislation and between consumer and industrial groups. This paper evaluates consumer willingness to pay (WTP) for rBST-free milk using data collected from a consumer survey. Estimation results of a two-limit Tobit model suggest that a majority of consumers are willing to pay a premium for rBST-free milk and the WTP is affected by several sociodemographic factors such as income and attitudes toward the use of rBST.