Selected Paper at Annual Meeting of American Agricultural Economics Association, Long
Beach, California, July 28 ~ July 31, 2002
Estimating the Effect of Health Knowledge
in the Consumption of Soy-Based Foods
Abstract
This paper develops empirical models to investigate whether knowledge about the health benefits
of soy-based foods plays a significant role in consumers= decision to consume soy-based foods
and how much to consume (consumption intensity). In addition, the impact of FDA=s 1999
official confirmation of the health benefits of soy foods on consumers= willingness-to-consume
soy foods or willingness-to-increase consumption frequency is examined.
Wanki Moon
Dept. of Agribusiness Economics
Southern Illinois University
Carbondale IL 62901
Fax) 618) 453-1708
Tel) 618) 453-6741
Email) wmoon@siu.edu
Siva K. Balasubramanian
Dept. of Marketing
Southern Illinois University
Carbondale IL 62901
Tel) 618) 453-4341
Fax) 618) 453-7747
Email) siva@cba.siu.edu
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Estimating the Effects of Health Knowledge
in the Consumption of Soy-Based Foods
Medical research substantiating the effects of diet on chronic diseases has played a key
role in promoting consumers= nutritional and health awareness and in motivating consumers to
change their dietary behavior. For example, the established linkage between saturated fats and
cholesterol and coronary heart diseases has exerted far-reaching influence on dietary choices of
U.S. consumers as evidenced by consumption trends of meat, milk, fats, eggs and oil (Brown and
Schrader, 1990; Capps and Schmits, 1991; Putler and Frazao, 1991; Ward and Moon, 1996).
Desire for foods that contribute to better health and longer life is now considered a crucial factor
driving U.S. food demands (Senauer, 1990; Kinsey, 1992; Chern et al., 1997).
Recent scientific findings concerning the health benefits of soy-based foods present an
opportunity to validate the roles of regulatory agency (FDA) and new information in food
consumption. Clinical research in the past few years demonstrated that soy-bas