Does Production Labeling Stigmatize Conventional Milk?
研究生产标签（如无rBST、有机）是否通过暗示传统产品有问题而降低消费者对传统牛奶的购买意愿，对乳制品生产商有参考价值。
Abstract Production labeling is a common approach for differentiating otherwise similar products in the marketplace. While these labels may convey positive messages to consumers about the new product, they may simultaneously stigmatize the conventionally produced product by highlighting perceived problems. The net economic result for producers can be negative since consumers may decrease their willingness to pay for the conventional product that dominates the market, while the new product has a relatively small market share. This experimental research identifies this stigma effect in the case of milk, where the introduction of rBST‐free and organic milk reduces consumers’ willingness to purchase conventional milk.