ABSTRACT
Consumer issues such as health risk and green consumerism in international vegetable oils market potentially alter the processor level for vegetable oil. This study analyses whether changes in vegetable oils demand structure occur in the U.S markets as a result of the above issues. Using monthly data from January 1980 to December 2006, this study shows the above issues have effectively altered the demand structure for cottonseed oil and palm oil in the U.S. After the structural change, palm oil become an inferior good in the U.S. Palm oil also become more responsive to its own price. For cotton seed oil it become a complementary good to soybean oil. Intensive counter promotion should be conducted to win back consumers’ trust toward palm oil, along with increase product diversification, especially non-food and environmental friendly products.
Kata Kunci : Kampanye Negatif, Perubahan Struktur Permintaan, Minyak Goreng
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