Article Info 제28권 3호 강원 농업생명환경연구 Vol.28, No.3, pp.10-16, 2016
Title Study on Consumers' Perception and Consumption Affected by Negative Broadcast about Milk
Author Lee, H. Y.1 and J. I. Lee2*
Institutions 1Graduate School, Kangwon National University, Chuncheon 24341, Korea
2Department of Agricultural and resource Economics, Kangwon National University, Chuncheon 24341, Korea 
Abstract This study analyzed the impacts of negative media coverage of milk on consumers' perception and consumption.
Among various images of milk, negative news reports were found to have a negative impact on the following
perceptions: 'Milk is good for health', 'milk is good for preventing osteoporosis', 'milk is good for taking in quality
protein', 'milk helps develop the brain', 'milk is fresh', and 'milk is a safe product'. As for the effects on consumption,
negative news reports decreased the consumption of milk at the time of the reports which then bounced back as time
passes, though it never reached the consumption level before such reports. This is believed to be because of a high
degree of confidence in milk which can be bruised by negative news coverage at times, but can be recovered after a certain period of time. In the analysis of the effects of information reliability on milk consumption, the higher the
reliability of information on the news or reports, the greater the probability of affecting milk consumption; at the
same time, higher the age, the more they are likely to rely on information.
Keyword Consumers’ perception, Consumption, Milk, Negative broadcast
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