ΔΙΑΤΡΟΦΙΚΕΣ ΣΥΝΗΘΕΙΕΣ/ ΣΥΜΠΕΡΙΦΟΡΑ ΚΑΤΑΝΑΛΩΤΗ

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. Rodolfo Nayga,

TexasA&MUniversity,,

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, email (

), , Rudy

.,Rudy

Jean,

Texas

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YanhongJin,StephanMarette,SeanCash

Brit Groskopf

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,CollegeStationTexas

TexasA&MUniversity,

iii

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WenYou

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WendyBecker

Grossman

Silberberg,

.

.

ParentalTimeandChildrensObesityMeasures:ATheoreticalandEmpirical

InvestigationAmericanAgriculturalEconomicsAssociation.

, Andres Silva, Farid Davoudabady

Farahany,DorukEmreTanyelEmmyAprils,

CollegeStationTexas.

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1

.................................................................................................................... 1

1: ................................................................................................. 4

2:

.................................................................................. 9 2.1.......................................................... 9 2.1.1.() ................................................................................................................ 9 2.1.2. ...................... 12 2.1.3. .... 13 2.1.4. ..................................................... 16

2.2. ................................................................................ 17 2.3. ........................................................... 21

3: .................................................... 22 3.1 .......................................................................................................... 23 3.1.1......................................................................... 24 3.1.2., ....................... 27 3.1.3. ................................... 31 3.1.4. ...................................................................... 32 3.1.5.(motivation) ......................... 33 3.1.6..................................................................................... 34

3.2.; ......................................................................................................... 36 3.2.1.NutritionalLabelingandEducationAct .................... 41 3.2.1.1.NLEA ......................................... 43 3.2.1.2.; ................... 46

3.2.2........................................................ 47 3.3.:; ......................................................................................................... 49 3.3.1. .............................................................................................................. 59 3.3.2. ................................................... 61

3.4.; .................................................................................. 63 3.5.; .............................................................. 66 3.6. ............................................................................................... 67

2

4:

....................................................................................................... 71 4.1. .............................................................................. 72 4.2...................................................................................... 76 4.3. ...................................................................... 79 4.3.1. ....................................................................................................... 82 4.3.2. ...................................................................... 87 4.3.3./ ........................................................ 90

4.4. ............................................................................................... 92 5:,

............................................................................................. 95 5.1. ........................................................................................ 95 5.2........................................................................................ 98 5.3. ................................................................................. 101 5.3.1. .................................................. 101 5.3.2. .................................................. 108 5.3.2.1........................................................ 108 5.3.2.2. ...................................................................................... 111

6: .. 115 6.1. .................................................................. 115 6.2. .............................................................................................. 117 6.2.1.(40)(44) ...... 117 6.2.2.(45).............................................................................................................................. 121 6.2.3.(46)(50) ... 122 6.2.4. ........................................................ 124 6.2.4.1.(51)(55) ........................................... 124 6.2.4.2.(56)(60) ............................................... 125

6.2.5.; ............................................ 127

6.3. ............................................................................................. 128 7:

............................................................................................................... 131 7.1. ........................................................................................................ 131 7.2. ............................................................................. 132 7.3. ....................... 135 7.4. ................. 139 7.5. ..................................................................... 141

3

7.6. .............................................................................................. 144 7.6.1. ........................................................................... 144 7.6.2......................................... 146 7.6.3. ....................................................................... 153 7.6.4.; ..................................................................... 155

7.7. ............................................................................................. 159 8: ............................................................................................ 162

................................................................................................................... 168 A. ................................................................... 168 A.1.(23)(m): ......................... 172 A.2.(29)(Nk): ............... 173 A.3.(32)(/): .................. 175

............................................................................................... 176 . .............................................................................................................. 188 . ................................................................................ 198 .1.logit ................................................................................... 198 .1.1 ................... 200 .1.2. ( )Pr y = 1 | x ........................................................................ 201 .1.3. ( )Pr y = 1 | x ........................................................................ 203

.2.orderedlogit .................................................................... 205 .2.1. .................. 207 .2.2. ( )Pr y = m | x ........................................................................ 208 .2.3. ( )Pr y = m | x ........................................................................ 209

.3.(quantileregression) .................. 210 .4.Tobit .................................................................................. 212 .5.(Groupeddataregression) .......................................................................................................... 213

................................................................................................................ 214

.......................................................................................................................... 234

....................................................................................................................... 236

1:

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1:

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(2001,p.343)

Lancaster

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1:

5

(Drichoutis and Lazaridis, 2008;

LeungandMiklius,1997;Silberberg,1985).

Nelson (1970; 1974)

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25

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. Burton Andrews (1996)

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Bender Derby (1992)

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()(Nayga,1996).

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and Derby, 1992).

(Nayga, 1999),

3:

26

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2005b; 2005a; Feick et al., 1986;Guthrie et al., 1995;Kim et al., 2001a;McLean

Meyinsse, 2001;Naygaetal., 1998;Wangetal., 1995). ,

(Drichoutisetal.,2005b)

(Nayga,

1996).

3.1.

Bender and Derby, 1992; Burton and Andrews, 1996; Cole and Balasubramanian, 1993; Kim et al., 2001a, 2001b

Coulson, 2000; Drichoutis et al., 2005b; Govindasamy and Italia, 1999; Lin and Lee, 2003; Nayga, 1996

Drichoutis et al., 2005b; Feick et al., 1986; Guthrie et al., 1995; Kim et al., 2001a; McLean-Meyinsse, 2001; Nayga, 1996; Nayga et al., 1998; Wang et al., 1995

() Govindasamy and Italia, 1999; Guthrie et al., 1995; Kim et al., 2001a; 2001b; McLean-Meyinsse, 2001

,

(GovindasamyandItalia,1999;Guthrieetal.,

1995; Kim et al., 2001a; 2001b; McLeanMeyinsse, 2001).

,

(Nayga,1999).

3:

27

(Nayga, 1996),

(BenderandDerby,1992)

(Drichoutisetal.,2005b;2005a).

,

,

(Drichoutisetal.,2005b;2005a)

(Benderand

Derby,1992).

3.1.2.,

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(BeattyandSmith,1987;Feicketal.,1986;Katonaand

Mueller,1955;Parketal.,1989).,,

( 3.1).

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1999).

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3:

28

(Drichoutis et al.,

2005b;2005a;Nayga,1996).

(Nayga, 2000; Nayga et al., 1998)

(Schuppetal.,1998)

,Drichoutis

etal. (2004;2005b;2005a)

.Drichoutisetal.(2005b;2005a),

, ,

. Nayga (1996)

.

,,

,

(Naygaetal.,1998).,

(Drichoutisetal.,2005b;2005a).

Kimetal.(2001a)LinLee(2003),

,

.

3:

29

.

,

( 3.2). ,

,

(Bender and Derby, 1992).

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Schuppetal.,1998).

3

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2001a;Nayga,2000;Shineetal.,1997a;Szykmanetal.,1997;Wangetal.,1995).

() (Drichoutis et al., 2005b;

2005a). 3, .

3:

30

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(dietary guideliness) ,

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2000;Nayga etal., 1998)

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2005a;LinandLee,2003).

,

,.

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(Feicketal.,1986;McLeanMeyinsse,2001).

(Drichoutisetal., 2005b;Govindasamy

and Italia, 1999; Guthrie et al., 1995). ,

(Wang etal.,1995)

/ (Nayga,

1996).

(Drichoutis et al., 2005b; 2005a; Kim et al., 2001a).

(Drichoutiset

al., 2005b; 2005a)

(Drichoutisetal.,2007).

3:

31

,

.

,

( )

(Govindasamy

and Italia,1999;Piedraetal.,1996;Wangetal.,1995)

(LinandLee,2003).

3.2. ,

Kim et al., 2001a; McLean-Meyinsse, 2001; Piedra et al., 1996; Wang et al., 1995 Drichoutis et al., 2005b; Schupp et al., 1998 Drichoutis et al., 2005b Nayga, 2000; Nayga et al., 1998

Nayga et al., 1998

Bender and Derby, 1992; Drichoutis et al., 2005b; Kim et al., 2001a; Nayga et al., 1998; Schupp et al., 1998 -

Derby and Fein, 1994; Feick et al., 1986; Guthrie et al., 1995; Kim et al., 2001a; Nayga, 2000; Nayga et al., 1998; Shine et al., 1997a; Szykman et al., 1997; Wang et al., 1995

Nayga, 1996; Wang et al., 1995 Drichoutis et al., 2005b; Govindasamy and Italia, 1999; Guthrie et al., 1995 Drichoutis et al., 2005b; Kim et al., 2001a

Drichoutis et al., 2005b

Govindasamy and Italia, 1999; Lin and Lee, 2003; Piedra et al., 1996; Wang et al., 1995

3.1.3.

/(attributes)

3:

32

(Rose,

1994;Thayer,1997).,

(Drichoutisetal.,2004;2005a;2005b;Naygaetal.,1998)

,

(Drichoutis et al., 2005a; 2005b) ( 3.1).

. ,

(Nayga,2000;Naygaetal.,

1998)(Drichoutisetal.,2005b;

2005a; Lin and Lee, 2003; Nayga, 1996, 1999). ,

(Drichoutisetal.,2005b;2005a;Nayga,1996;1999,2000;Naygaetal.,1998).

3.1.4.

,

(perceivedbenefits)

, / .

/

(

)

3:

33

(Bender andDerby, 1992) ( 3.1).Moorman

Matulich(1993)

(

).Guthrieetal.(1995),Szykmanetal.(1997)Kim

etal. (2001b)

,Nayga(2000)

.Moorman (1998)

.,LevyFein(1998)

,

.

,

. ,

. Drichoutis etal.

(2005b)

/

,.

3.1.5.(motivation)

(moderator)

(3.1).Moorman(1990)

(enduring motivation)

3:

34

(informationprocess)

(decisionquality)

NutritionLabeling

andEducationAct (NLEA) 1994,

(Moorman, 1996).

(enduring motivation)

(moderator)

(evaluations).

(nutritionalandhealthclaims)

(Kelleretal.,1997).

(motivation).Moorman(1990;1996)Kelleretal.

(1997)

.

.

(..,Drichoutisetal.,2004,2005b,2005a;Guthrieetal.,1995;Kimetal.,2001a;

Nayga, 2000; Wang et al., 1995),

Moorman(1990;1996)

Keller et al. (1997)

.

.

3.1.6

Szykman etal. (1997)

(health claims) (nutritional claims)

3:

35

.

,

. ,

()

.

Keller et al. (1997), Ford et al. (1996),Mitra et al. (1999) Garretson

Burton (2000) ,

(healthandnutritionalclaims)

. ,

.,Roe

etal.(1999),

.

. ,

.

,

,,

(Feicketal.,1986;Shineetal.,1997a).

3:

36

3.2.

;

Nelson (1970;1974),

.

(search attributes)

, .. , , .

(experience attributes)

,...DarbyKarni(1973)

, (credence attributes).

.

. ,

(Caswell andMojduszka, 1996).

,

,

.

(TeislandRoe,1998)

.

,

,

.

,

3:

37

,

(TeislandRoe,1998).

Grossman (1981),

.

.

,

.

Grossman,

(qualitysignalling)

(claims).,

(marketforlemons)

Akerlof (1970),

,

,.

,

,

(Mojduszka

andCaswell,2000). , (Caswell,1992)

(unfolding

process)Grossman(1981).

(asymmetric information)

3:

38

(externality problems).

,

,

(socially optimal).

.

;,,

,

(EnergyDense, NutrientPoor foods/EDNP) (Kant, 2000)

(Lambertetal.,2002)

(Padberg,1999).

,(fattax)

(Marshall,2000;ORourkeetal.,

2000; Schenker, 2000).

,

,

(MagatandViscusi,1992).,

(Teisletal.,1997).

,

,

(Sexton, 1979).

(information overload)

(..LeeandLee,2004).

(heuristics)

3:

39

(Tversky and Kahneman, 2003).

,

(Crutchfieldetal.,2001).

(product reformulation),

(product innovation),

.

,

(unfavorable

disclosures) (Aldrich, 1999).

(CaswellandPadberg,1992).,

,

(Variyam,2005).

(.. , ,

),

.

,

,

(Coleetal.,1992).

3:

40

.To

,

.

,

CrespiMarette(CrespiandMarette,2003)

.

[EuropeanAdvisoryServices,(2004)

].

,

(reverseRobinHoodeffect)(Mazis,1980).

(willingnesstopayWTP)

(..PrathirajaandAriyawardana,2003).

(Loureiro et al., 2006)

10,62% ,

12,9%,

,8,99%

.

(elicitationmethodologies)

.

Golan et al. (2000),

3:

41

,

,

.

3.2.1.NutritionalLabelingandEducationAct

,

,

1990Nutrition

Labeling and Education Act (NLEA). NLEA 1994

(health and nutritional claims).

(servingsize).

NLEA,

. 3.3

NLEA

.

,

.

,

(FoodAwayFromHome/FAFH) (McCann, 2004).

.

(disclosure remedy),

(Seiders

3:

42

3.3. NLEA

McCann, 2004 .

Bolton et al., 2006 (.. ) , .

European Advisory Services, 2004

560 .

Burton and Biswas, 1993 NLEA .

Mojduszka et al., 1999 NLEA.

Mojduszka, 2001 NLEA.

Balasubramanian and Cole, 2002

NLEA. .

Crespi and Marette, 2003; Finke, 2000

NLEA .

Burke et al., 1997 NLEA .

Finke, 2000

1995 ( NLEA) , 1989 ( NLEA). , .

Mathios, 1998 (cooking oils) NLEA .

andPetty,2004).,

(remedymessages)

(Bolton et al., 2006)

(risk averse) .

Boltonetal.(2006)

()

3:

43

.

3.2.1.1.NLEA

NLEA

,

(claims)

(Pappalardo,1996;Petruccelli,

1996; Silverglade, 1996).

NLEA

,

(BurtonandBiswas,1993).

NLEA

Mojduszka et al. (1999),

NLEA,

(Caswell and Padberg, 1992). , Mojduszka

(2001)

(prepared

frozenmeals)

.

,BalasubramanianCole(2002)

NLEA, (private quality

signaling)

NLEA (Mojduszka and Caswell, 2000).

3:

44

.

NLEA

(Burton and Andrews, 1996).

NLEA 1994 (Caswell andMojduszka, 1996) NLEA

(CrespiandMarette,2003).Finke(2000)NLEA

.

NLEA

(hollow health

claims).

(Burkeetal.,1997),

.

:

,

.

.

(Keller etal.,1997;Moorman,

1990,1996) (Drichoutisetal.,

2005b;Guthrieetal.,1995;Kimetal.,2001b;Szykmanetal.,1997).

3:

45

,

.

,

,

,

(Teisl and Levy, 1997).

.

NLEA

. Finke (2000)

1995(NLEA)

,

1989 (NLEA),

,

.

OMathios (1998)

(cookingoils) NLEA

,

.

, Beales etal. (1981)

.

(. )

.Coestieretal.(2005)

,

3:

46

. ,

(McCann, 2005). ,

(ZarkinandAnderson,1992).

3.2.1.2.;

,

.

2003

. 2004,

(EuropeanAdvisoryServices,

2004). , 203

.

2.000 4.000 . ,

7.0009.000.

560 .,

.

.2006,

3:

47

.

3.2.2.

NLEA 10 ,

.

(Food Away FromHome FAFH)

,

, NLEA ,

.,

.,

(TheKeystoneCenter,

2006; Variyam, 2005),

.

.

(Burtonetal.,

2006)

(Burton and Creyer, 2004).

3:

48

(Burtonand

Creyer,2004;Burtonetal.,2006;Kozupetal.,2003),

(kcal/g

kJ/g)

(Kraletal.,2002;Stubenitskyet

al.,2000).,

. ,

1986

,

,(McCann,2005).

,

McCann (2004) NLEA

. ,

,

.

McCann

,(McCann,2005).

Padberg (1999)

, ,

,.(

), .

Padberg

3:

49

. ,

Center for Science in the Public Interest

,

,

(CenterforScienceinthePublic

Interest,2003).

3.3. :

;

, :

;

;

;

. 3.4

.

,

(Levy et al., 1996),

(Golan etal.,2000).Burton etal. (1994)

(reference value

information)

.,

3:

50

(2.1 2.1)

.

2.1. Burtonetal.(1994)

(Percentage format)

Serving Size 9 oz. Ingredients: XXXXXXXXXXXXServings per Container 1 XXXXXXXXXXXXXXXXXXXXXCalories 430 XXXXXXXXXXXXXXXXXXXXX

Calories from fat 198

Fat 22gSaturated Fat 11g

Cholesterol 105mgSodium 1620mgCarbohydrates 21gFiber 1gProtein 38g

Fat 29 Vitamin A 49Saturatef fat 44 Vitamin C 19Cholesterol 35 Calcium 3Sodium 67 Iron 17Carbohydrate 5Fiber 4* Based on recommended daily intake value as part of a 2,350 calorie diet

Nutrition informationper serving

Percent of daily value* Percent of daily value*Nutrition profile

AMOUNT

-NLEA (Pre-NLEA format)

Ingredients: XXXXXXXXXXXX

Serving Size 9 oz. XXXXXXXXXXServings per Container 1Calories 430Protein 38gCarbohydrates 21gFat 22gSodium 1620mg

Vitamin A 49Vitamin C 19Calcium 3Iron 17

daily allowances (U.S. RDA)

Nutrition information per serving

Percentage of U.S recommended

3:

51

2.1. Burtonetal.(1994)

NLEA (Simplified NLE format)

Serving Size 9 oz. Ingredients: XXXXXXXXXXXXXXXXServings per Container 1 XXXXXXXXXXXXXXXXXXXXXXXXCalories 430 XXXXXXXXXXXXXXXXXXXXXXXX

Calories from fat 198Fat 22g

Saturated Fat 11gCholesterol 105mgSodium 1620mgCarbohydrates 21gFiber 1gProtein 38g

Vitamin A 49Vitamin C 19Calcium 3Iron 17* Based on recommended daily intake value as part of a 2,350 calorie diet

Nutrition informationper serving

Percent of daily value*

(Adjective format)

Serving Size 9 oz. Ingredients: XXXXXXXXXServings per Container 1 XXXXXXXXXXXXXXXXXCalories 430 XXXXXXXXXXXXXXXXX

Calories from fat 198

Fat High (22g)Saturated Fat High (11g)

Cholesterol High (105mg)Sodium High (1620mg)Carbohydrates Medium (21g)Fiber Medium (1g)Protein High (38g)

Vitamin A 49Vitamin C 19Calcium 3Iron 17* Based on recommended daily intake value as part of a 2,350 calorie diet

Percent of daily value*

Nutrition information per serving

AMOUNT

3:

52

,

(dietary management tasks)

(percentagedeclaration)

(Levyetal.,1996).

(2.2

2.2),

.

2.2. Levyetal.(1996)

(Percentage format)

Serving size: 6 fl oz (156g) cupServings per container: 2Calories 150

Calories form fat 45

Fat (5g) 6Saturated fat (0g) 0

Cholesterol (0mg) 0Sodium (20mg) Carbohydrates (27g) 8Fiber (0g) 0Protein (2g) 4

Vitamin A 2Vitamin C 2 Contains less than 2 percent of the DVCalcium 20 of this nutrientIron 2

PERCENT OF DAILY VALUE (DV)

NUTRITION INFORMATION PER SERVING

3:

53

2.2. Levyetal.(1996)

(Percentage/DRV format)

Serving size: box (45g) cup preparedServings per container: 4Calories 270

Calories form fat 105

Fat (13g) 17 75 g or lessSaturated fat (5g) 20 25 g or less

Cholesterol (30mg) 10 300 mg or lessSodium (660mg) 28 2,400 mg or lessCarbohydrates (31g) 10 325 g or moreFiber (0g) 0 25 gProtein (5g) 10

Vitamin A 4Vitamin C Calcium 12Iron 10

As part of a 2,350 calorie diet Contains less than 2 percent of the DV of this nutrient

NUTRITION INFORMATION PER SERVING

PERCENT OF DAILY VALUE (DV)

, Barone et al. (1996)

(daily values)

(averagebrandreferencepoints)

.

3:

54

2.3. Baroneetal.(1996)

Brand ACereal

Calories 125Sodium 230 mgFiber 1 g

Serving Size 1 cup

BREAKFAST CEREAL "A"

Nutrition Information Per Serving

Brand ACereal

Calories 53Sodium 79 mgFiber 4 g

Serving Size 1 cup



% (Daily Value)

Brand A % DailyCereal Value*

Calories 125 6.3%Sodium 230 mg 9.8%Fiber 1 g 4.0%

*Daily values based on a 2000 calorie diet.

Serving Size 1 cup



Brand A % DailyCereal Value*

Calories 53 2.6%Sodium 79 mg 3.4%Fiber 4 g 16.0%

*Daily values based on a 2000 calorie diet

Serving Size 1 cup



Brand A AverageCereal Value*

Calories 125 102Sodium 230 mg 155 mgFiber 1 g 2.5 g

*Average value based on the average forall cereal brands.

Serving Size 1 cup



Brand A AverageCereal Value*

Calories 53 102Sodium 79 mg 155 mgFiber 4 g 2.5 g

*Average value based on the average forall cereal brands.

Serving Size 1 cup



, Viswanathan (1994)

(summary information) (verbal

presentations)

. Viswanathan Hastak (2002)

3:

55

4

(percent daily values)

(2.42.4),

.

2.4.ViswanathanHastak(2002)

(%DV format) (Range condition format)

4 / (2.42.4).

3:

56

2.4.ViswanathanHastak(2002)

(Average condition format)

(Evesetal.,1994;Hawkes,2004;LevyandFein,1998).

,

(..Traffic light

3.3.1).,

(ByrdBredbenneretal.,2000).,

(Nutrition Facts

panel)

3:

57

.

100()

()(Higginsonetal.,2002),

100 .

(percentRecommendedDaily

Value)

(Guthrie et al., 1999). , ,

, ,

joules [,

(cal) joules 1 kcal=4,18 kjoules]

(Cooperative

WholesaleSociety,2002).

,

(Higginson et al., 2002).

, joules,

(Eves et al., 1994).

.

,

(Mazis andRaymond, 1997).

(Worsley,1996). ,

(

), (Cooperative Wholesale Society,

3:

58

2002).,

(..

, , ) (Heimbach and Stokes, 1982).

,

(SeidersandPetty,2004).

3.4.

Levy et al., 1996 H (percentage declaration) (dietary management tasks)

Barone et al., 1996; Viswanathan, 1994; Viswanathan and Hastak, 2002

(daily values), (average-brand reference points), .

Eves et al., 1994; Hawkes, 2004; Levy and Fein, 1998

Byrd-Bredbenner et al., 2000 (Nutrition Facts panel) .

Higginson et al., 2002 O 100 ( ) ( ).

Co-operative Wholesale society, 2002

H , , , joules . 90% , . O ( ), ( ).

Eves et al., 1994 , joules, .

Heimbach and Stokes, 1982 , (.. , , ).

,

55,5%

, 44,8%

3:

59

, 35,3%

23,5%

(Abbott,1997).,

(bargraph

format)(Geigeretal.,1991).

3.3.1.

(trafficlightTLlabelling)

(GuidelineDailyAmount

GDAlabelling).

TL.

( 2.5). TL

(,

)

. TL,

, ,

,

, .

,,.

(health

lobbyists).

,,

. ,

90%

3:

60

,

(CooperativeWholesale society, 2002).

,

(Hawkes,2004).

,

.

.

,

,GDA(GuidelineDailyAmounts)

, ( 2.5).

,,.

.SmartSpotPepsiCo

Eat Smart Drink Smart

Unilever 5 My

Choice(2.5).

5Unilever.

3:

61

2.5.

TL (simple traffic light) TL (multiple traffic light)

GDA (GDA with colour) GDA (GDA monochrome)

Smart Spot Eat Smart

3.3.2.

(moderating factor)

. :

(nutritional claims) (health claims).

(Derby and

Levy,2001).,

3:

62

(Teratanavat et al., 2004).

,

(Fordetal.,1996;GarretsonandBurton,2000;Kelleretal.,

1997; Mitra et al., 1999).

(Fordetal.,1996;GarretsonandBurton,2000;Kelleretal.,1997;Mitra

etal., 1999). , Roe etal. (1999)

()

. ,

(halo effect) (

,

)(magicbulleteffect)(

).

.

Burkeetal.(1997),(broaderclaims)(,

)

,

,

.

(overgeneralize)

(Andrewsetal.,1998).MazisRaymond(1997)

3:

63

.

,

( ;

)

(Wansink, 2003; Wansink et al., 2004).

,

.

3.4.

Derby and Levy, 2001 O .

Teratanavat et al., 2004 .

Roe et al., 1999 .

Burke et al., 1997 (broader claims) (, ) .

Wansink, 2003; Wansink et al., 2004

( ; ) .

3.4.

;

(..).

DerbyLevy(2001),1990

(Diet andHealth Survey) ,

3:

64

.

1995,48%

.,

1996

,,

.

,Abbott(1997)Shineetal.

(1997b)

.

(Shine et al., 1997b). , Baltas (2001a)

. ,

,

,

(Teisl et al., 2001; Teisl and Levy,

1997).Kreuteretal.(1997)

,,

,

.

,

. ,

3:

65

(claims).DerbyLevy

(2001) 1990

(Food Marketing Institute), 73%

(healthclaims)

, 8%

.

(LevyandFein,1998)

(Roe et al., 1999).

,

(Roe et al., 1999).

Ippolito Mathios (1991)

. ,

,

(GarretsonandBurton,2000).

.

.

.,

,

. , (dietary indulgence)

(Smith,2004).

3:

66

3.5.

;

NLEA

(Zarkinetal.,1993).,Teisletal.(2001)

.

(Golodner,1993).

.

Variyam etal. (1995; 1997)

( )

.

,

. Brown Schrader (1990)

. Yen et al. (1996)

.

Chernetal.(1995)

.

. ,

(Hawkes, 2004),

(food choice

motivations)(Coulson,2000).

C

3:

67

(Guthrie et al., 1995)

(Lin and Lee, 2003). ,

,

( )

(Russoetal.,1986),

Variyam et al. (1996)

.

,

(HealthyEatingIndexHEI)3,56,1

,

(Kim etal.,2001a).Variyam (2004)

(Nutrition Factspanel)

NLEA, ,

,

.

Neuhouser et al. (1999)

. Kim et al. (2000)

,

,

.

3.6.

.

,

3:

68

, ,

. ,

,

.

.

,

.

.

.

(3.5

).,

(.. )

, .

,

.

.

,

NLEA 10 ,

3:

69

.

.

,

,

.

.

,

, . ,

,

.

.

,

(

,

European Advisory Services, 2004).

,

.

.

3:

70

,,.

.

(longitudinal analysis)

.

,

(metaanalysis).

4:

71

4:

.

. ,

,

(health stock capital)

Grossman (1972).

.

,

,.

, Grossman (1972)

Becker(1965).

Grossman (1972),

,

.

.

4:

72

Becker(1965)

(householdproduction functions),

. ,

(),

( ).

.

,,,.

.

.

4.1.

.

,B,,

,G,,

Z, .

, G B Z

.

H

.

:

U = U (H,G,B,Z,W,E,N,R;S1) (1)

4:

73

H, G, BZ,W,E

(.. ), N

,RS1

.

(quasiconcave)

U=U(H,0,0,Z,W,E,N,R;S1)=0.

UG>0, UB>0 UZ>0,

. , UGG

4:

74

(1)

(2)

.

G B

,

.

(

),

(2).

E W (time inputs)

.

(..),

HE>0.W,

.

(..

) (..

).kn

(..,

)

.

(Ganster and

Schaubroeck, 1991;Haskell, 1995;Wilkins and Beaudet, 1998).

Grossman (1972), (depreciationrate)

.S2

,

,(Becker,2002).

4:

75

Ni ,

.

,

Ni = Ni (mN ; Nk,S3) (3)

,

(..)

Nk.

(3)

( ).

m

N

( )0 1m . , m=1

, . m

.

.

.w

,

wW+Y.

,

.

G B zP G P B P Z wW Y+ + = + (4)

4:

76

(4)PG,PB PZ G,BZ,.

.

(.. 24

)

.

W E N R T+ + + = (5)

4.2.

(1) (2), (3), (4) (5).

,

.

,

Lagrange.(2)(3)

(1)

Lagrange,

( )( )( )( ) ( )

3 2 1

1 2

, , , , ; , ; , , , , , , , , , , ;

G B Z

L U H G B W E Ni mN N S S k n G B Z W E N R S

P G P B P Z wW Y W E N R T

= + + + + + (6)

(6)

.

=WL

1 2 0W W H WL U U H w = + + = (7)

=EL

2 0E E H EL U U H = + = (8)

=NL

2 0N N H Ni mNL U mU H Ni = + = (9)

4:

77

=RL

2 0R RL U = = (10)

=GL

1 0G G H G GL U U H P= + = (11)

=BL

1 0B B H B BL U U H P= + = (12)

=ZL

1 0Z Z ZL U P= = (13)

(4)(5).

(4), (5) (7)(13)

,

W, E, N, R, G, B, Z, 1 2 . Lagrange.

( )* v = (14) 1 2, , , , , , , ,W E N R G B Z = 1 2 3, , , , , , , , , , , , ,G B Z Kv m P P P w Y T S S S N n k= .

(2) (3),

:

( )* * * * * * 2, , , , ; , , ,H H G B W E Ni S k n= (15)

( )* * 3; ,Ni Ni mN N S= (16)

. ,

.

.

4:

78

(9) 2N H Ni mNU mU H Ni + < ,

N=0.

Stigler (1961) (.

) , ,

.

[

(mUHHNiNimN) (UN)]

2 .

,

()(m).

, (12) 0B H BU U H+ > 6. B

.

().,B

(.. ,

).

6 1 0 > 0BP >

4:

79

.

(11) (12) : G H G GB H B B

U U H PU U H P

+ =+ ,

().

(UG, UB)

(UHHG,

UHHB).

Lagrange 1 2 ,(shadowvariables)

, . 2 1 (resource value of time)

(shadowpriceof time) (Collings, 1974;DeDonnea,

1972; DeSerpa, 1971; Heckman, 1974) :

2

1 1 1 1 1

W H W N H Ni mNE H E RU U H U mU H NiU U H Uw + ++= + = = = .

. ,

,

.

4.3.

(14)

,

.

,,

4:

80

,

.

,

.

,

. ,

,

, ,

.

,

Z

.

(separable) Z,

:

V(H,G,B,N,R;S1) (17)

:

( )2, , ; ,H H G B Ni S = (18)Ni = Ni (mN ; Nk,S3) (19)

PGG+PBB=I (20)

N+R=T (21)

,

, W

4:

81

, E,

.

n k.

.

.

,

(primaldual analysis) Silberberg Suen (2001)

(Silberberg(1974)).

Samuelson(1947).

,

.

(indirect utility function)

(fundamental

comparativestaticsequation)

(sufficient second order conditions) .

7:

( ) ( )* * * * 0GaB aG aR aN aB

PL L G L L NP

+ < (22)

L* Lagrange

a .

.

:

7.

4:

82

(m), (Nk)

( ).

4.3.1.

(22)a=m,

.(20)

8:

( )( ) ( )( )0

GHB HG HH B G Ni mN H mN NiB NiG m

B

NN H Ni mN m

PV V V H H H Ni N V Ni N H H GP

NV V H Ni Nm

+ + + +

0NN H Ni mNNV V H Nim < ., (24)Nm

4:

83

, Nm>0 Gm>0 Gm

4:

84

.

,

.

Nayga (1999)

.,

.

.

..

,

,

.

2.

(m) ,

(Nm>0)

(Gm0).

2,

m

.

4:

85

. ,

.

,

(Drichoutisetal.,2005b;Guthrieetal.,

1995; Kim et al., 2001a; Nayga, 1996; Wang et al., 1995).

,

,

.

,

,

.,

,

.,

..,

. , Smith (2004) ,

(dietary indulgence)

.

4:

86

,

.

m,

2,

.

(Kim etal.,2000,2001a).,

(m)

,

,

.,

.

,

. ,

(Teisletal.,1997)

(..

).

4:

87

4.3.2.

kN

Ni

Grossman (1972)

.

H ,:

( )2 2 , ; , , ; ,G NiH B f S B f v z SB B = = (26)

G,BNi:

H fvG

= ,H f ff v zB v z

= H fNi z = .

Euler,H :

f f f fH G B f v z Niv v z z = + + (27)

(27)Nk :

k k k k k

H Ni f f f Ni f fG B f v z NiNi N N v N v z N z N z = + + + (28)

(28)

G, B Ni

k

fGN v

, kf fB f v z

N v z

k k

Ni f fNiN z N z + ,.

,

(22) a=Nk

4:

88

. (22)

9:

( )( ) ( )( )( ) 0

k k k

k k

GHB HG HH B G Ni N H N NiB NiG N

B

NH Ni N N

PV V V H H H Ni V Ni H H GP

V H Ni N

+ + +

+ < (29)

HNiB = HNiG = 0 (29)

:

( )( ) ( ) 0k k k kGHB HG HH B G Ni N N NH Ni N NB

PV V V H H H Ni G V H Ni NP

+ + < (30)

kN

G kN

N

:

, , , 0B HH HG NHH V V V < , , , , 0kG H HB Ni NH V V H Ni > (31)

(31), ( )( ) 0k

GHB HG HH B G Ni N

B

PV V V H H H NiP

+ >

0kNH Ni N

V H Ni < ., (30) , kN

N 0kN

G

4:

89

(

)

,

.

.

4. (Nk) ,

(kN

N >0)

(Gm0).

4,

,

. ,

. , Drichoutis et al. (2005b)

.,

.,

,

.

.

4:

90

4.3.3./

/ (Grossman,

1972).

.

.

a=(22)

. (22)

10:

( ) ( )( )( ) 0

GHB HH B H B HG HH G H G

B

NH

PV V H H V H V V H H V H GP

V H N

+ + + ++ (34)

(34),

( ) ( )( ) 0GHB HH B HG HH GB

PV V H H V V H HP

+ + < 0NHV H > .

, (33), N >0,G >0, N 0G

4:

91

( N >0)

(G >0).

5,

,

.

(Coulson,

2000; Drichoutis et al., 2005b).

.

.

. , Bogue et al. (2005)

35

6. K

( ) ( N 0)(G

4:

92

PhillipsandSternthal,1977;Wickensetal.,1987).6

5

(.. Bender and Derby, 1992; Govindasamy and Italia,

1999), (Coulson, 2000; Drichoutis et al., 2005b),

.

.

6

, ( G >0)

,

.

,

,

(G

4:

93

.

.

.

,

,

. 1 6

.,

.

.

,

.

.

. ,

.

,

(life cycle

4:

94

model).

.

.

,

.

.

.

.

.

5:,

95

5:,

5.1.

4,

4.1 4.2 (. 72 79).

4.3(.79),

,

,

.

,

(14)

(1).

, (W)

()

.

(R) ().

. ,

:

( )* v = , ,N G B = (35)

,,,

5:,

96

.

G B ,

.

G B

.

,

.

(Mediterranean Diet Score)

Trichopoulouetal. (2003) (

5.3.1). , .

(w),

(You

and Nayga, 2005). , Y,

I .

,,

.

,:

( )* 1 2 3, , , , , , , , , ,KN N m W I T S S S N n k= (36)( )* 1 2 3, , , , , , , , , ,KMDS MDS m W I T S S S N n k= (37)

MDS.

:

( )* 3*; ,KNi Ni mN N S= (38) (36)

N.

:

5:,

97

( )* * * 2, , , ; , , ,H H MDS W E Ni S k n= (39) (37) (38)

MDS Ni.

(36)(39)

5.1.

5.1.

/, /, ,

. ,

.

, ,

(

) (CaswellandPadberg,

1992),

5:,

98

. ,

,

, ,

(..).

.

5, 6 7,

.

.

5.2.

,

2005 2006.

2005

(

).

.

,95(

)

( 4.1).

,

. ,

.

5:,

99

5.1. (

95)

, 2565

0,8.

,263(..)240

,2542.

5:,

100

1277 899

.,366

(responserate)(cooperationrate)

14,40% 28,93%, (Biemer and Lyberg, 2003).

(refusalrate) (nocontactrate)

35,37%50,24%,(BiemerandLyberg,2003).

,

.

.

22 . ,

129 .

(..

),.,

356.

5.1

,2001.

5:,

101

5.1. (%) (%) 0-9 10-191 20-29 30-39 40-49 50-59 60-69 70 2001 47,66 52,34 9,11 11,15 16,38 16,35 14,60 11,75 10,33 10,32

49,62 50,38

7,66 11,78 14,85 14,66 15,33 15,04 10,25 10,44

36,52 63,48

0,00 0,60 7,83 21,08 23,49 20,18 14,76 12,05

1 18 . 10-19 .

5.3.

5.3.1.

(N)Drichoutisetal.(2005b),Guthrieetal.(1995),

Nayga(2000)Szykmanetal.(1997).,

.

11(.)x7(.)

(5.2).

5.2. 100 g 96 Kcal/405 KJ 9,9g 6,5g

5,1g 3,4g

2,0g 1,0g 0,3g

5:,

102

()

(LUSE1)()

(LUSE2)()

(LUSE3)()

(LUSE4). ,

,,.

, () (),

(LUSE5).,

,

,1

0.LUSE5

0 4 ( 5.2).

,

( )

().

,

(LUSE5).

,

.

.

(verbalprotocolanalysis)(Higginsonetal.,

2002)

5:,

103

.

,

.

(10,96%) (4,78%).

(8,99%).

(37,64%) ( 5.2).

12 (56,46%)

.

.

,23,04%

,

35,68%

,

.

,

Trichopoulou etal. (2003)

:

,

,

(

5:,

104

). , 12 , 12

,34,

. 0 1

,

. (,

,,,,,),

0

1.

.

5.2.

N %

0-4 2,595 1,441

121 33,99 68 19,10 40 11,24 88 24,72

LUSE1

39 10,96

0-4 2,211 1,745

134 37,64 67 18,82 12 3,37 26 7,30

LUSE2

117 32,87

0-4 1,076 1,331

17 4,78 65 18,26 32 8,99 56 15,73

LUSE3

186 52,25

5:,

105

5.2.

N %

0-4 1,567 1,439

32 8,99 95 26,69 49 13,76 47 13,20

LUSE4

133 37,6

LUSE5 0-4 1,508 1,526

MDS 0-11 6,084 1,823

0-7 4,567 1,226 / vs - 0, 1 126 35,39 0,354 0,479

/ B vs 0, 1 36 10,11 0,101 0,302

B/ vs 0, 1 294 82,58 0,826 0,380

/ vs 0, 1 331 92,98 0,930 0,256

/ vs - 0, 1 283 79,49 0,795 0,404

/ vs 0, 1 304 85,39 0,854 0,354

Ni

/ B vs 0, 1 252 70,79 0,708 0,455

0-3 1,699 0,737 43 12,08 K 179 50,28 118 33,15

H

K 16 4,49 26,307 4,305

26,392 3,087 BMI 26,258 4,876

(,

),

1,

0. ,

(MDS)

0 ()

5:,

106

11().6,081

11.

(Ni)

.

(Blaylocketal.,1999;Drichoutis

etal., 2005b;Parmenter andWardle, 1999).

(.. /,

/,/.)

,

,,.(5.2).

10,

07(NI).

(H),

Grossman (1999) Wagstaff (1993),

.

likert ,

.

,

.

()(BodyMassIndexBMI)

.(BMI):

2

= (Kg/m2).30

.2530,

2025

5:,

107

20 .,

.

,.Cawley

Burkhauser (2006)

,

(NationalHealth andNutrition

Examination Survey III NHANES III) .

.

.5.3

.

5.3. , 26,15 25,57 , 26,39 26,26

5.3

, 5.4 , ,

.

5.4. , , (%)

, 11,53 15,49 , 11,53 19,91 , 49,23 33,63 , 51,54 34,51 , 39,23 43,36 , 36,92 38,50 , 0,00 7,52 , 0,00 7,08

5:,

108

5.3.2.

5.3.2.1.

(Nk)

(NutritionKnowledge questionnaire)

ParmenterWardle(1999).

: ()

, () , ()

() .

.

1

0 0

9(5.5).

.

,

. ,

.Blaylocketal.

(1999)

.

. ,

.

5:,

109

5.5.

N % 0-9 5,503 1,310

0, 1 170 47,75 0,478 0,500 1 0, 1 159 44,66 0,447 0,498 2 0, 1 69 19,38 0,194 0,396 3 0, 1 13 3,65 0,037 0,188 1 0, 1 272 76,40 0,764 0,425 2 0, 1 260 73,03 0,730 0,444 -1 0, 1 318 89,33 0,893 0,309 - 2 0, 1 344 96,63 0,966 0,181

Nk

- 3 0, 1 354 99,44 0,994 0,075 0-1 0,688 0,308

1 0, 1 288 80,90 0,809 0,394 2 0, 1 299 83,98 0,840 0,367 3 0, 1 256 71,91 0,719 0,450 1 0, 1 168 47,19 0,472 0,500 2 0, 1 159 44,66 0,447 0,498

EFFIC

0, 1 300 84,27 0,843 0,365

(m),Byrd

Bredbenneretal.(2000).

(5.3 ).

11(cm)x7(cm)

Big 8, ,

: , , ,

, , ,

.

5:,

110

5.3. A

100 g 96 Kcal/405 KJ 9,9g 6,5g

5,1g 3,4g

2,0g 1,0g 0,3g

.

.

:

, ,

100 .

. ,

: 500 11 ,

; 200 ,

;

.

( 5.4

),

. ,

1.

06.

, (EFFIC) 11.

5:,

111

0 1

(m) . 80,9%, 84%

71,9%

(5.3),

( 5.5).

47,2% 44,7%

,

. , 84,3%

,

(5.35.4).

5.4.

100 g 96 Kcal/ 405 KJ 11,2g 4g

3g 1g

0,2g 1,0g 0,3g

5.3.2.2.

(n,k)

(job strain),

,

.

(occupationalstress)

5:,

112

(job strain)12(Bjean

and SultanTaeb, 2005; Karasek, 1979; Karasek and Theorell, 1990).

.

.

,

(Bjean and SultanTaeb, 2005; Paoli andMerlli, 2000)

likert (

).

/

. (STRAIN) 1

0

.

(5.6).

,

, (

).

(NFLX).

12(occupationalstress)(jobstrain).

5:,

113

.

likert

, ,

(Akerstedta et al., 2002).

,

(PHDEM) 1 0

.,

likert

.

,(WWALK)10

.

5.6.

N %

STRAIN =1, =0 0, 1 25 7,30 0,073 0,261

NFLX =1, =0 0, 1 71 19,94 0,199 0,400

PHDEM =1, =0 0, 1 43 12,07 0,121 0,326

WWALK =1, =0

0, 1 77 21,63 0,216 0,412

(.. , , ,

,.),

(Drichoutisetal.,2007)

.

5.7.

5:,

114

5.7.

N % INVOLV 0-2 1,497 0,682

PLANNER =1, =0 0, 1 264 74,16 0,742 0,438

WWEEKH 18,465 21,735

CLAIMTR

=1, =0

0, 1 133 37,36 0,374 0,484

SMOKE =1, =0 0, 1 142 39,89 0,399 0,490

HHEAD =1, =0 0-1 273 76,69 0,767 0,423

GEND =1, =0 0, 1 130 36,52 0,365 0,482 AGE 49,770 14,866 HSIZE 2,933 1,161

EDUC1* =1, =0 0, 1 85 23,88 0,239 0,427

EDUC2 =1, =0 0, 1 155 43,54 0,435 0,496

EDUC3 =1, =0 116 32,58 0,326 0,469

INC1 40.000=1, =0 0, 1 35 9,83 0,098 0,298

WEST =1, =0 0, 1 88 24,72 0,247 0,432

EAST =1, =0 0, 1 40 11,24 0,112 0,316

SOUTH =1, =0 0, 1 75 21,07 0,211 0,408

NORTH =1, =0 0, 1 73 20,50 0,205 0,404

CENTER* =1, =0 0, 1 80 22,47 0,225 0,418

EXOFT 2-3 30 =1, =0

0, 1 85 23,87 0,239 0,427

EXMED

2-3 2-3 30 =1, =0

0, 1 36 10,11 0,101 0,302

EXNEV* 1 =1, =0 0, 1 235 66,01 0,660 0,474

* .

6:

115

6:

6.1.

,

, (36) (37).

:

0, 1, 2, 3, 4,

5, 6, 7, 8,

9, 10, 11, 12,

13, 14, 15,

+ INVOLV+ WEST+ EAST+ SOUTH+ + NORTH+ WWEEKH+ STRAIN+ NFLX+ + PHDEM+ WWALK+ CLAIMTR+ GEND+ + AGE+ HHEAD+ H

i i i i i i

i i i i

i i i i

i i i

LUSE b b b b bb b b bb b b bb b b

=

16, 2

17, 3 18, 1 19, 2 20, 3 21, k

22,

SIZE+ EDUC EDUC + INC + INC + INC + N EFFIC

i

i i i i i

i

bb b b b bb

++ ++

i=15(40)(44)

0,6 1,6 2,6 3,6 4,6

5,6 6,6 7,6 8,6 9,6 2

10,6 3 11,6 1 12,6 2 13,6 3 14,6 k 15,6

+ PLANNER+ WWEEKH+ STRAIN+ NFLX+ + PHDEM+ WWALK+ AGE+ SMOKE+ EDUC + EDUC + INC + INC + INC + N + EFFIC

MDS b b b b bb b b b bb b b b b b

=+ (45)

( 6.1)

(40) (44)

( ii LUSELUSEF^= )

(38):

0,6 1,6 i 2,6 3,6

4,6 2 5,6 3 6,6 1 7,6 2

8,6 3 9,6 k

+ LUSEF*EFFIC+ AGE+ GEND+ EDUC + EDUC INC + INC + + INC + N

i i i i i

i i i i

i i

Ni b b b bb b b bb b

+ + + +

+ + + +

+ +

=+ + i=15 (46)(50)

(45) (46) (50)

^ ^, iiMDSFIT MDS NIFIT Ni

= =

(39).

,

6:

116

.,

:

0,11 1,11 2,11 3,11

4,11 5,11 6,11 7,11

8,11 9,11 2 10,11 3 11,11 1

12,11 2 13,11 3

+ WWEEKH+ EXOFT+ EXMED+ + STRAIN+ NFLX+ PHDM+ WWALK+ + AGE+ EDUC + EDUC INC + + INC + INC +

i i i i i

i i i i

i i i i

i i

H b b b bb b b bb b b bb b

+ + + +

+ + + +

+ + + +

+ +

=

+14,11 i 15,11NIFIT + MDSFITi ib b+ +

i=15(51)(55)

(BMI):

0,16 1,16 2,16 3,16

4,16 5,16 6,16

7,16 8,16 9,16 2 10,16 3

11,16 1 12,16 2

b +b WWEEKH+b EXOFT+b EXMED+ +b STRAIN+b NFLX+b PHDM+ +b WWALK+b AGE+b EDUC +b EDUC b INC +b INC +b

i i i i i

i i i

i i i i

i i

BMI + + + ++ + +

+ + + +

+ +

=

+ 13,16 3 14,16 i15,16

INC +b NIFIT + +b MDSFIT

i i

i

+ +

+

i=15(56)(60)

(ordinal variables)

(40)(44)(51)(55)

(Qualitative ResponseModels) (Greene, 2003, p.

663). ,

ordered logit ( ).

(marginal effects)

(discrete changes)

.

(OLS).

6:

117

6.1..

LUSEF1*EFFIC LUSE1 (EFFIC)

0-4 1,029 1,278


0-4 1,914 1,725


0-4 0,337 0,879


0-4 0,962 1,293


0-4 0,642 1,383

NIFIT1

(47) LUSE1*EFFIC

0-9 4,567 0,563

NIFIT2

(48) LUSE2*EFFIC

0-9 4,567 0,577

NIFIT3

(49) LUSE3*EFFIC

0-9 4,567 0,531

NIFIT4

(50) LUSE4*EFFIC

0-9 4,567 0,575

NIFIT5

(51) LUSE5*EFFIC

0-9 4,567 0,545

MDSFIT

0-11 6,084 0,623

6.2.

6.2.1.(40)(44)

(

.1.5).

,

6:

118

..1.5

,

3,.

: (STRAIN),

(NFLX)

(PHDEM)

.

.

.

,

,

. ,

,

. ,

(WALK)

.

.

6:

119

:

(Nk)

(EFFIC)

.

.

.

,

.

.

.

(Drichoutisetal., 2005b).

(EFFIC)

,

.

:

.

.

6:

120

(

,

),

.

(..,.)

.

:

(GEND)

.

(..,Drichoutisetal.,2005b;Govindasamy

and Italia,1999;Guthrieetal.,1995;Kimetal.,2001a)

(Nayga,1999). (AGE)

.,

(HHEAD)

,

.

6:

121

:

(CLAIMTR).

.

,

,

.

6.2.2.(45)

6.2

(45).

:

,

.

.

,,

.

:

.

6:

122

.,

,

/

.

6.2. p-values Constant 5,0539** 0,0000 PLANNER -0,4677** 0,0412 WWEEKH -0,0019 0,7765 STRAIN -0,2030 0,6040 NFLX 0,1763 0,5399 PHDEM 0,4503 0,1778 WWALK -0,0627 0,8277 AGE 0,0303** 0,0001 EDUC2 0,0576 0,8216 EDUC3 0,1780 0,5610 INC1 -0,1697 0,6701 INC2 0,1238 0,7390 INC3 0,2048 0,5572 SMOKE -0,4345** 0,0328 Nk -0,0734 0,3210 EFFIC 0,3741 0,2798 R2 0,117 Adjusted R2 0,078 F-value 3,00 0,0002 *(**) 10%(5%) .

6.2.3.(46)(50)

(46)(50)6.3.

(LUSEi*EFFIC),

,

6:

123

.

.,

.

.

.

6.3. (46) (47) (48) (49) (50) Constant 2,5356** 2,2761** 2,6855** 2,4238** 2,6604** LUSEF1*EFFIC 0,1763** - - - - LUSEF2*EFFIC - 0,1586** - - - LUSEF3*EFFIC - - 0,0702 - - LUSEF4*EFFIC - - - 0,2149** - LUSEF5*EFFIC - - - - 0,1061** EDUC2 0,4519** 0,4773** 0,4777** 0,4123** 0,4767** EDUC3 0,6652** 0,6714** 0,7851** 0,5213** 0,7161** INC1 -0,3874 -0,2440 -0,4022 -0,2525 -0,3879 INC2 -0,3303 -0,2341 -0,2769 -0,1409 -0,2865 INC3 -0,2522 -0,1472 -0,2467 -0,1217 -0,2445 AGE 0,0114** 0,0116** 0,0079* 0,0104** 0,0087** GEND -0,2417* -0,1678 -0,3273** -0,2105 -0,2692** Nk 0,2250** 0,2228** 0,2516** 0,2342** 0,2414** R2 0,211 0,222 0,188 0,220 0,197 Adjusted R2 0,190 0,202 0,167 0,199 0,176 F-value (p-value) 10,28 (0,00) 10,96 (0,00) 8,90 (0,00) 10,83 (0,00) 9,46 (0,00) *(**) 10%(5%) .

:, (Nk)

.

6:

124

: , (EDUC2,

EDUC3) ,

.

(AGE) .

.

. , (GEND)

,

.

6.2.4.

6.2.4.1.(51)(55)

(51)(55)

( .6.10).

(23)

. ,

,

,.,

.

6:

125

.

(MDSFIT)

. ,

(NIFITi)

.

.

6.2.4.2.(56)(60)

6.4

.

.23

2,3

.,

6,4kg.

,

.

.

(stressinduced eating) (.. Epel et al., 2001;

2000; Greeno andWing, 1994; Lattimore, 2001; Rutledge and Linden, 1998).

,

6:

126

.

(emotional eating) (..Arnowetal.,

1995;EldredgeandAgras,1996;VanStrienetal.,1986).

, ,

,

Trichopoulouetal.(2005).

6.4. (56) (57) (58) (59) (60) Constant 14,8208** 14,1078** 13,4331 13,7074** 14,9099** WWEEKH -0,0089 -0,0081 -0,0084 -0,0078 -0,0086 EXOFT -2,3706** -2,3641** -2,3580 -2,3655** -2,3642** EXMED -1,3748* -1,3675* -1,3814 -1,3754* -1,3733* STRAIN 1,6632* 1,6586* 1,7067 1,6330* 1,6453* NFLX -0,4911 -0,5136 -0,4940 -0,5758 -0,4779 PHDEM -0,3022 -0,3306 -0,3703 -0,3741 -0,3091 WWALK -0,5189 -0,5139 -0,5144 -0,4721 -0,5373 AGE -0,0380 -0,0396 -0,0435 -0,0420 -0,0377 EDUC2 -0,5284 -0,6018 -0,6410 -0,6236 -0,5206 EDUC3 -1,3483 -1,4750* -1,5586 -1,5205* -1,3368 INC1 -0,6890 -0,6106 -0,5581 -0,5882 -0,6935 INC2 -0,6666 -0,6116 -0,5952 -0,6071 -0,6678 INC3 -1,6850** -1,6459** -1,6455** -1,6587** -1,6854** MDSFIT 2,3708** 2,4038** 2,5032** 2,4651** 2,3666** NIFIT1 0,3453 - - - - NIFIT2 - 0,4778 - - - NIFIT3 - - 0,5426 - - NIFIT4 - - - 0,5163 - NIFIT5 - - - - 0,3257 R2 0,152 0,153 0,153 0,154 0,152 Adjusted R2 0,115 0,116 0,116 0,116 0,115 F-value (p-value) 4,07 (0,00) 4,11 (0,00) 4,10 (0,00) 4,11 (0,00) 4,06 (0,00) *(**) 10%(5%) .

,

,

,

.

6:

127

,

. ,

.

Trichopoulou et al. (2005)

(waisttohipratio).

6.2.5. ;

,

.

, .

.,

. ,

,

.

,

,

,

.

.,

6:

128

,

.

(nutritionoriented)

.()

.

6.3.

.

6.5

.

.,

2,

,(

)

6:

129

.

2.

6.5.

1. , .

2. , .

, . .

3. , .

4. , .

. .

5. K .

.

6. K .

. .

,

,

4.,

6:

130

.

5

6.

,

.

,.

,,

.

,

. ,

.

.

.

7:

131

7:

7.1.

,

. Variyam Cawley (2006)

NutritionalLabeling

andEducationAct (NLEA),

,

.

$63$16620.

,2004

/

(EuropeanAdvisory Services, 2004). ,

203 .

.

2.0004.000.

7.0009.000.

49%

7:

132

.

560 ,

.

,

.

.

.

(WillingnessToPay/WTP)

.

4

.

. ,

,

.

7.2.

(WTP) Hicks

(Hicksiansurplusmeasure).LuskHudson(2004),Hanemann(1991)

Lee Hatcher (2001)

.

. q

7:

133

, mX

.

Walrasian ( ), ,mX p y q , y p .

: ( ), ,u p y q .q0q1,

: ( ) ( )1 0, , , ,u p y WTP q u p y q = . Lusk

Hudson(2004)Hanemann(1991).

Teisletal.(2001)TeislRoe(1998),

FosterJust(1989),

( Cost of

Ignorance/COI).:

( ) ( ) ( )0 0 1 0 1 0 1 0 1, , , ,COI e p U p p x e p U = (61) 0 0 0, , p U x ,

,,

, 1 1p

0x

Hicks 0U 1 (conditionedon 0U and 1 ).

, (TeislandRoe,1998).

perse,

7:

134

(Teisl et al.,

2001).

, 0q .

1q .

4

:

( )1, , , , , , ; ,i iU U H F Z W E N R S q= (62) i=01,F,Z,H

,W,E,N

, R

S1

.

:

( )2, , , ; , ,H H F W E Ni S k n= (63) Ni , k n

S2 .

,

( )3; ,kNi Ni mN N S= (64) Nk , m

, S3

.

:

1 0 0V U U= > (65)

7:

135

.

( )1 2 3, , , , , , , , , , ,kWTP f N Ni H m n k W E N S S S= (66)

7.3.

Lusk Hudson (2004) Lee Hatcher (2001)

.

:()(ContingentValuationCV),()

(Conjoint Analysis CA), ()

(Experimental Auctions EA).

,

.

(field experiments)

,

. (CV)

(EA)

( Lee andHatcher, 2001). CA

,

.

7:

136

.

,

,.

(interval censoring techniques) (Cameron and

Huppert,1989)(paymentcard).

7.1.

1. 0 6. 8-12,99 2. 1-1,99 7. 13-20,99 3. 2-2,99 8. 21-35,99 4. 3-4,99 9. 36-59,99 5. 5-7,99 10. 60

Alberini (1995)

(bivariatemodel)

(followup).

(cognitive loads)

(DichotomousChoice questions).

, (Rowe and

Schulze,1996).RoweSchulze(1996)

. ,

.

(justnoticeable differences).

. ,

7:

137

75%.B1,B2,B3,Bn,

,

,

Weber:

1 1n n nB B k B = (67)

:

( ) 11 1 nnB B k = + (68)

(7.1).10.

29 (68),

B11k

. k (1+k)8

.

70% (60 )

(85).1310

60 . (68)

,

.

, ,

11(cm)x7(cm).

6

5.2. ,

13.

7:

138

,

.

.

,

. ,

:

85 . () . , .

,

,

(LoureiroandLotade,2005).

.

7:

139

.,356(

4.2)332.

7.1 5.1

,

,2001.

7.1. (%) (%) 0-9 10-191 20-29 30-39 40-49 50-59 60-69 70 2001 47,66 52,34 9,11 11,15 16,38 16,35 14,60 11,75 10,33 10,32 49,75 50,25

8,05 12,23 14,98 14,48 15,49 14,98 10,30 9,48

35,24 64,76 0,00 0,56 7,30 20,51 23,31 20,22 14,61 13,48 1 18 . 10-19 .

7.4.

(66)

:

0 1 2 3 4 5

6 7 8 9 10

11 12 13 14 15

16 17

i i i i i i

i i i i i

i i i i i

i i

WTP a a PRICE a TASTE a NUTR a WWEEKH a STRAINa NFLEX a PHDEM a ISMEDIC a ISFRIEN a ISELSEa ISNO a PLANNER a WEST a EAST a SOUTHa NORTH a BHEALTH

= + + + + + ++ + + + + ++ + + + + ++ + + 18 19 20

21 22 23 24 25 2 26 3

27 1 28 2 29 3 30 31

32 33 34 35

i i i

i i i i i i

i i i i i

i i i

a GHEALTH a EXERC a NKNOWa Ni a EFFIC a GEND a AGE a EDUC a EDUCa INC a INC a INC a ALWOFT a MEDIUMa UNWEIGHT a OVWEIGHT a OBESE a HO

+ + ++ + + + + + ++ + + + + ++ + + + i iRIZON u+

(69)

(69)

7.2.

(69)

,

7:

140

. ,

(69),

(PRICE, TASTE, NUTR).

(Drichoutis et al.,

2005b; Nayga, 1996, 1999, 2000). ,

.

,

.

(timepreference)

(Fuchs,1991).

,

. , Leigh (1986),

.,

/

.

1,02

.

7:

141

7.5.

,

,

.

(starting

pointbias)

.

.

.

: ,

.

tobit

().

.

(grouped data regression model)

(

). , ,

,

.

Limdep8.0.

]7:

142

7.2.

N % PRICE =1, =0 0, 1 262 78,92 0,789 0,409 TASTE =1, =0 0, 1 316 95,18 0,952 0,214 NUTR =1, =0 0, 1 312 93,98 0,940 0,238 WWEEKH 18,809 21,860 STRAIN =1, =0 0, 1 25 7,53 0,075 0,0,264 NFLEX =1, =0 0, 1 68 20,48 0,205 0,0,404 PHDEM =1, =0 0, 1 42 12,65 0,127 0,333 ISMEDIC , =1, =0 0, 1 28 8,43 0,084 0,278 ISMEDIA* , , =1, =0 0, 1 171 51,51 0,515 0,501 ISFRIEN , =1, =0 0, 1 66 19,88 0,199 0,400 ISELSE =1, =0 0, 1 12 3,61 0,036 0,187 ISNO =1, =0 0, 1 55 16,57 0,166 0,372 PLANNER =1, =0 0, 1 249 75,00 0,750 0,434 WEST =1, =0 0, 1 83 25,00 0,250 0,434 EAST =1, =0 0, 1 39 11,75 0,117 0,322 SOUTH =1, =0 0, 1 74 22,29 0,223 0,417 NORTH =1, =0 0, 1 70 21,08 0,211 0,409 CENTER* =1, =0 0, 1 66 19,88 0,199 0,400 BHEALTH =1, =0 0, 1 40 12,05 0,120 0,326 GHEALTH =1, =0 0, 1 169 50,90 0,509 0,501 MBHEALTH* =1, =0 0, 1 123 37,05 0,370 0,484 EXERC =1, =0 0, 1 100 30,12 0,301 0,459 NKNOW 0-9 5,515 1,309 Ni 0-7 4,581 1,203 EFFIC 0-1 69,93 0,699 0,299 GEND =1, =0 0, 1 117 35,24 0,352 0,478 AGE 49,172 14,640 * .

]7:

143

7.2.

N % EDUC1* =1, =0 0, 1 78 23,49 0,235 0,425 EDUC2 =1, =0 0, 1 143 43,07 0,431 0,496 EDUC3 =1, =0 0, 1 111 33,43 0,334 0,472 INC1 40.000=1, =0 0, 1 32 9,64 0,096 0,296

ALWOFT =1, =0 0, 1 120 36,14 0,361 0,481

MEDIUM =1, =0 0, 1 38 11,45 0,114 0,319

NOFTNEV* =1, =0 0, 1 174 52,41 0,524 0,500

NORWEIGHT* =1, =0 0, 1 137 41,26 0,413 0,493 OVWEIGHT =1, =0 0, 1 138 41,57 0,416 0,494 OBESE =1, =0 0, 1 57 17,17 0,172 0,378 HORIZON ( - time preference) 0-2 0,395 0,519 * .

7:

144

( )

(quantileregression).

,

.,

.,

.

( ).

bootstrap.

bootstrap 4000 .

, F

.

Stata9.1.

7.6.

7.6.1.

332

(

), (29,22% 97

)

( 7.3). To 17,77%

58.,9,94%9,64%

132135,.

7:

145

7.3.

N ( ) %

0 97 29,22 0-1,99 14 4,22 2-2,99 25 7,53 3-4,99 32 9,64 5-7,99 59 17,77 8-12,99 47 14,16 13-20,99 33 9,94 21-35,99 10 3,01 36-59,99 7 2,11 60 8 2,40 332 100,00

14( 7.4). (71,13%)

15.

13,40% . 8,2%

. , 4,1%,

3%

.

14.15..

7:

146

7.4. N %

69 71,13

13 13,40 ( ) 8 8,25 4 4,13

3 3,09 97 100,00

7.6.2.

7.67.7.

:

,

tobit,

(grouped data regression) (quantile

regression). 7.5

7.5.3

,

.

7.7 F p

15

85(q15=q85)30

70 (q30=q70). , 7.7

F

.p,

.

,

7:

147

.

.

(7.6)

.

.

:

(WWEEKH)

.

,

. ,

.

(NFLEX)

.

.

.

.

7:

148

.

7.5. , Tobit Tobit

. . . . . Constant 6,167 2,569 2,053 -8,483 68,070** PRICE -5,277** -6,505** -6,111** - - TASTE 1,730 1,334 1,378 5,479 -2,297 NUTR 1,938 1,401 1,397 2,178 -10,762 WWEEKH 0,090* 0,124** 0,125** 0,168** -0,079 STRAIN 1,452 2,595 2,530 0,809 1,116 NFLEX -2,751 -5,290** -5,135** -7,948** -0,503 PHDEM 0,844 1,459 1,446 4,184 -7,073 ISMEDIC 0,381 0,436 -0,084 0,759 -1,089 ISELSE -2,562 -5,144 -5,532 -3,926 -13,060 ISFRIEN -1,257 -1,480 -1,478 -0,390 -13,228* ISNO 3,171 4,766* 4,759* 2,533 24,291** PLANNER -2,907 -5,022* -4,762* -3,314 -14,694* WEST -5,795** -7,593** -7,489** -5,941** -42,012** EAST 1,507 2,103 1,640 2,171 -8,126 SOUTH -2,758 -3,371 -3,345 -1,999 -1,981 NORTH -2,061 -3,056 -2,943 -4,496* -1,409 BHEALTH 4,399* 5,266* 5,629* -0,880 5,069 GHEALTH 0,339 0,246 0,404 -1,882 -3,637 EXERC 0,407 -0,585 -0,537 -0,901 6,883 NKNOW 1,044* 1,767** 1,729** 1,297** 0,626 NI -0,396 -0,725 -0,676 -0,686 6,099 EFFIC 2,151 2,311 1,846 2,096 -0,875 GEND -4,144** -4,682* -4,446* -2,861 -8,076 AGE 0,018 0,032 0,033 0,041 -0,872** EDUC2 -0,506 0,487 0,244 1,829 -17,394* EDUC3 -5,800** -7,993** -7,722** -1,524 -42,858** INC1 1,636 2,795 3,039 4,408 -14,676 INC2 -1,045 -1,388 -1,232 -1,285 -5,907 INC3 1,032 2,160 2,113 1,958 -2,680 ALWOFT 2,033 4,249** 4,050** 3,913** 0,944 MEDIUM 2,396 5,155* 5,127* 3,683 8,938 OVWEIGHT -1,155 -2,624 -2,502 -4,368** 17,101** OBESE 0,699 1,271 1,358 -0,897 39,737** HORIZON 2,977** 4,236** 3,968** 4,820** 2,984 Sigma 14,385** 13,867** 15,650** 11,237** Log-Likelihood -1011,980 -718,476 -542,120 -136,726 R2 0,178 Adjusted R2 0,083 *(**) 10%(5%) .

:

(ISNO)

7:

149

.

.

.

.

:

.

(WEST)

.

.

( 7.6)

.

(7.8).

7:

150

7.6. (quantileregression)

q15 q30 q50 q70 q85

. . . . . PRICE 0,234 0,399 -1,700 -4,346 -16,053** TASTE 0,294 1,177 -0,107 -0,742 9,747 NUTR 0,275 0,577 -0,275 2,294 2,953 WWEEKH 0,002 0,037 0,030 0,090 0,137 STRAIN 0,080 2,966* 1,637 -0,623 6,590 NFLEX -0,276 -2,039* -2,739* -3,974 -4,646 PHDEM 0,397 0,617 1,896 -0,062 0,726 ISMEDIC -0,506 -1,038 0,695 -1,360 2,492 ISELSE -0,122 -1,180 -2,828 -0,882 0,460 ISFRIEN -0,223 -0,736 0,101 -0,920 -1,866 ISNO 0,220 0,511 0,510 0,503 3,693 PLANNER -0,412 -1,020 -1,761 -2,267 -4,332 WEST 0,111 -1,076 -2,486 -5,919** -10,976** EAST 0,837 1,041 1,408 0,001 4,682 SOUTH -0,499 -0,497 -1,123 -0,394 -4,392 NORTH -0,134 -1,130 -1,678 -1,040 -5,526 BHEALTH 0,411 0,590 0,232 1,848 6,395 GHEALTH 0,155 0,491 1,114 0,692 1,858 EXERC 0,038 0,756 -0,033 0,197 -1,268 NKNOW 0,271 0,575** 0,834** 0,626 0,976 NI -0,068 -0,479 -0,595 -0,242 -0,784 EFFIC -0,711 -1,373 1,179 -0,755 4,934 GEND 0,071 -0,354 -1,274 -3,534* -7,206* AGE 0,001 0,005 0,005 -0,010 0,036 EDUC2 0,409 1,382 1,584 -0,806 -0,444 EDUC3 -0,218 -0,898 -1,378 -3,520 -6,403 INC1 -0,304 1,175 0,943 0,816 -0,031 INC2 -0,314 -0,413 -0,856 -1,823 -3,973 INC3 0,117 0,216 -0,885 -2,067 -2,143 ALWOFT 0,810 1,586* 2,441** 1,424 1,043 MEDIUM 0,919 2,816** 3,021* 1,992 -0,483 OVWEIGHT -0,381 -0,539 -0,904 -1,337 1,347 OBESE 0,039 -0,050 -0,524 -0,332 2,425 HORIZON 0,463 1,144 1,597* 2,893* 5,439* constant -1,208 -0,793 4,243 14,777 18,293 R2 0,0068 0,0886 0,1220 0,1113 0,1757 *(**) 10%(5%) .

:

. (BHEALTH)

.

7:

151

. ,

.

.

,.

,

,

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: ,

(NKNOW)

.

(NI)

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( )

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(

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.

7:

152

7.7. o

q15=q85 q30=q70 . p-value . p-value PRICE 8,34** 0,004 1,89 0,170 TASTE 2,23 0,136 0,23 0,630 NUTR 0,38 0,541 0,41 0,524 WWEEKH 1,53 0,217 0,98 0,324 STRAIN 1,14 0,286 0,93 0,337 NFLEX 0,98 0,323 0,72 0,396 PHDEM 0,00 0,947 0,07 0,792 ISMEDIC 0,19 0,667 0,01 0,933 ISELSE 0,00 0,944 0,00 0,957 ISFRIEN 0,32 0,570 0,01 0,917 ISNO 0,60 0,438 0,00 0,997 PLANNER 0,90 0,345 0,38 0,537 WEST 8,37** 0,004 4,44** 0,035 EAST 0,23 0,630 0,10 0,757 SOUTH 0,86 0,354 0,00 0,968 NORTH 1,48 0,225 0,00 0,972 BHEALTH 0,31 0,580 0,09 0,764 GHEALTH 0,35 0,552 0,02 0,898 EXERC 0,16 0,690 0,11 0,743 NKNOW 0,34 0,558 0,01 0,938 NI 0,44 0,510 0,14 0,713 EFFIC 1,18 0,279 0,05 0,824 GEND 3,37* 0,068 2,72 0,100 AGE 0,10 0,754 0,07 0,788 EDUC2 0,07 0,797 1,27 0,261 EDUC3 1,90 0,169 1,12 0,290 INC1 0,00 0,961 0,01 0,921 INC2 0,55 0,458 0,16 0,690 INC3 0,19 0,665 0,43 0,514 ALWOFT 0,01 0,941 0,01 0,926 MEDIUM 0,12 0,734 0,14 0,711 OVWEIGHT 0,33 0,568 0,26 0,612 OBESE 0,35 0,553 0,02 0,893 HORIZON 2,67 0,103 1,50 0,222 constant 1,62 0,204 3,23* 0,073 F(140, 297)1 1,860** 0,000 F(70, 297)2 2,480** 0,000 *(**) 10%(5%) . 1 F . 2 F .

:

,

,

. ,

.Drichoutisetal.(2007)

7:

153

.

.

PLANNER.

, , (HORIZON),

.

7.6.3.

,

.

(PRICE=1)

(PRICE=0).

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(likelihoodratiotest):

( )1 21 2

2ln 2ln 2ln 2 ln ln ln R F

FU

L LLR L L LL L L

= = = = + (70)

R FL L= ( ), , 1 2 uL L L= + (

).

7:

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.

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.

.

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7:

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Drichoutis etal. (2007),

.

,

,

.,

,

,

.

,

,,(

). ,

,

.

,

.

7.6.4.

;

,

.

7:

156

()

.

.

.

(European Advisory Services, 2004).

. 7.8

:

.

,

.

7.8. () 50 .

1 1 0 2 790.620 6 697.560 2 20 322.490 64 1.190.376 119 6.155.496

1 0 395.310 116.260 2 16.125 18.600 51.727

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2 4.219 4.127 15.457 : European Advisory Services, 2004 1 . 2 .

7:

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% 8,22 9,67 Tobit 9,25 10,88

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4,30 5,06 q15 0,46 0,54 q30 2,60 3,06 q50 4,88 5,74 q70 9,13 10,74

(quantile regression)

q85 17,55 20,65

,

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. 167.117.9(3).

7:

159

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7.7.

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2004

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( 7.10).

7:

160

(0,0796 9,36% vs 0,0430 5,05%).

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.

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(2006) 10,62%

8,99%

, 12,9%

.

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.

7:

161

(reverse Robin Hood effect) (Mazis, 1980)

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, .

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8:

162

8:

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, .

ΔΙΑΤΡΟΦΙΚΕΣ ΣΥΝΗΘΕΙΕΣ/ ΣΥΜΠΕΡΙΦΟΡΑ ΚΑΤΑΝΑΛΩΤΗ

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