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Perceived Health Benefits and Soy Consumption Behavior: Two-Stage Decision Model Approach

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  • Moon, Wanki
  • Balasubramanian, Siva K.
  • Rimal, Arbindra

Abstract

A two-stage decision model is developed to assess the effect of perceived soy health benefits on consumers' decisions with respect to soy food. The first stage captures whether or not to consume soy food, while the second stage reflects how often to consume. A conceptual/analytical framework is also employed, combining Lancaster's characteristics model and Fishbein's multi-attribute model. Results show that perceived soy health benefits significantly influence both decision stages. Further, consumers' negative perceptions regarding soy (unappetizing taste and inconvenience) have a substantially greater impact on soy consumption behavior than their perceptions about soy health benefits. This finding carries significant implications for the soy industry. Additionally, this health benefit perception mediates the effect of general health-related factors such as knowledge, motivation, and awareness on soy consumption behavior. Our results also underscore the importance of current FDA-regulated health claims in stimulating consumer demand for soy foods.

Suggested Citation

  • Moon, Wanki & Balasubramanian, Siva K. & Rimal, Arbindra, 2005. "Perceived Health Benefits and Soy Consumption Behavior: Two-Stage Decision Model Approach," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 30(2), pages 1-18, August.
    • Handle: RePEc:ags:jlaare:31211
    DOI: 10.22004/ag.econ.31211
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    References listed on IDEAS

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    1. Michael Grossman, 1972. "The Demand for Health: A Theoretical and Empirical Investigation," NBER Books, National Bureau of Economic Research, Inc, number gros72-1, July.
    2. Ravenswaay, Eileen O. van & Hoehn, John P., 1991. "Contingent Valuation and Food Safety: The Case of Pesticide Residues in Food," Staff Paper Series 201042, Michigan State University, Department of Agricultural, Food, and Resource Economics.
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    Cited by:

    1. Osman Gulseven & Michael Wohlgenant, 2015. "A quality-based approach to estimating quantitative elasticities for differentiated products: an application to retail milk demand," Quality & Quantity: International Journal of Methodology, Springer, vol. 49(5), pages 2077-2096, September.
    2. Moon, Wanki & Balasubramanian, Siva K. & Rimal, Arbindra, 2011. "Health claims and consumers' behavioral intentions: The case of soy-based food," Food Policy, Elsevier, vol. 36(4), pages 480-489, August.
    3. Gulseven, Osman & Wohlgenant, Michael K., 2010. "A Hedonic Metric Approach to Estimating the Demand for Differentiated Products: An Application to Retail Milk Demand," 84th Annual Conference, March 29-31, 2010, Edinburgh, Scotland 91675, Agricultural Economics Society.
    4. Rimal, Arbindra & Moon, Wanki & Balasubramanian, Siva K., 2008. "Changes in Soy Based Food Consumption, 2001 and 2007," 2008 Annual Meeting, February 2-6, 2008, Dallas, Texas 6888, Southern Agricultural Economics Association.
    5. Stavroula Malla & Jill E. Hobbs & Eric K. Sogah, 2016. "Estimating the Potential Benefits of New Health Claims in Canada: The Case of Soluble Fiber and Soy Protein," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 64(2), pages 173-197, June.
    6. Rimal, Arbindra & Moon, Wanki & Balasubramanian, Siva K., 2006. "Estimating the Effect of FDA Allowed Health Claims on the Consumption of Soy-based Foods," 2006 Annual meeting, July 23-26, Long Beach, CA 21151, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    7. Balasubramanian, Siva K. & Moon, Wanki & Rimal, Arbindra & Coker, Kesha, 2009. "Antecedents Factors that Influence Soy Consumption: A Structural Equation Modeling Approach," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49593, Agricultural and Applied Economics Association.
    8. Rimal, Arbindra & Moon, Wanki & Balasubramanian, Siva K., 2007. "Soyfood Consumption Pattern: Effects of Product Attributes and Household Characteristics," 2007 Annual Meeting, February 4-7, 2007, Mobile, Alabama 34999, Southern Agricultural Economics Association.
    9. Stefanella Stranieri & Lucia Baldi & Alessandro Banterle, 2010. "Do Nutrition Claims Matter to Consumers? An Empirical Analysis Considering European Requirements," Journal of Agricultural Economics, Wiley Blackwell, vol. 61(1), pages 15-33, February.
    10. Chang, Jae Bong & Moon, Wanki & Balasubramanian, Siva K., 2009. "Health Concerns and Consumer Preferences for Soy Foods: Choice Modeling Approach," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49591, Agricultural and Applied Economics Association.
    11. Chang, Jae Bong & Moon, Wanki & Balasubramanian, Siva K., 2012. "Consumer valuation of health attributes for soy-based food: A choice modeling approach," Food Policy, Elsevier, vol. 37(3), pages 335-342.
    12. Osman GULSEVEN & Michael WOHLGENANT, 2017. "What are the factors affecting the consumers' milk choices?," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 63(6), pages 271-282.

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