What makes you grab low carb beers?

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What makes people choose low-carbohydrate, high-protein food (low-carb food), which is good for health but usually tastes bad? Using panel data on US beer consumption in which each consumption occasion is uniquely associated with various companion-based consumption contexts and exposure levels to diet information, we analyse the variations in consumers' preferences for low-carb food. The results show that there exist considerable gender differences in the preference variation under peer pressure. First, single females behave in a way they dislike drinking low-carb beer in front of friends, spouses and significant others. Second, male (both married and single) and married females pretend to choose low-carb beer when accompanied by spouses or significant others. Finally, the elasticity of demand for healthy food with respect to news articles about low-carb diets is positive, yet with substantial differences in the degree of elasticity across demographic groups.
Publisher
ROUTLEDGE JOURNALS
Issue Date
2014-05
Language
English
Article Type
Article
Keywords

SOCIAL NETWORKS; OBESITY; CONSUMPTION; OVERWEIGHT; WEIGHT; HEALTH; ATKINS; ORNISH; DIETS; ZONE

Citation

APPLIED ECONOMICS, v.46, no.13, pp.1526 - 1534

ISSN
0003-6846
DOI
10.1080/00036846.2013.877572
URI
http://hdl.handle.net/10203/188968
Appears in Collection
MT-Journal Papers(저널논문)
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