Local Consumer Behavior Experts Weigh In On Soda Tax
PHILADELPHIA (CBS) -- We won't know for sure how consumers will react when the Philadelphia soda tax takes effect in January, whether they will choose to pay higher prices, shop outside the city, or switch to other drinks.
Food marketing professor at Saint Joseph's University Dr. Earnest Baskin says he could see some shoppers going out of the city proper to buy sugary drinks if they live near the border.
"But I don't think the majority of Philadelphia residents will choose to do that because, A, you might need to own a car and B, it's just a lot of hassle," Baskin said.
Another St. Joe's food marketing professor, Dr. Emily Moscato agrees, because she says consumers are lazy people, and we tend to pick from what's in front of us.
"Driving that far for a few cents off of soda, that I don't see as a huge potential possibility," Moscato said.
But Dr. Moscato does believe that the tax could convince more people to reduce or end their soda consumption, just like higher tobacco taxes ultimately resulted in fewer smokers.