Abstract
In recent years, demand of milk and dairy products increased with increasing incomes for Mongolians in Inner Mongolia Autonomous Region, China. Milk and dairy products were food resources sacred as the main sources of nutrient from ancient times. Although the dairy has been a major industry of Inner Mongolia, the pasturage in Inner Mongolia was excessively used by dairy and prairie was faced on the degradation and desertification. Pasturage was forbidden by the Government in 2004. The profit of dairy decreased with increasing the feed cost. The milk production notably increased with increasing consumption. Consumers got nervous after the Melamine Incident （the 2008 Chinese milk scandal） occurred aiming at cost reduction of producers. In order to seek sustainability, cost-effectiveness, supply-demand balance of milk, and dietary under the food safety, we investigated attitudes of the consumers toward preference of milk and dairy. In Horqin District, pasturage is partial forbidden. We investigated the opinion poll at the time of milk purchase; whether consumers buy expensive milk if it is safe. We also examined the existence of the demand of expensive milk and milk safety according to consumers’ attribute. Our results indicated that the consumers were most sensitive to freshness of milk, and older person likely bought expensive milk.
