The Demand for Food Away from Home: Do Other Preferences Compete with Our Desire to Eat Healthfully?

Abstract

Health-oriented government agencies have had limited success at encouraging Americans to eat a healthful diet. One reason may be that other preferences compete with our desire to eat healthfully. We explore the effect of consumer preferences on the demand for food away from home, including frequency of eating out and choice of outlet type. Preferences for convenience and ambience are found to influence behavior. Furthermore, omitting these variables from econometric models can bias the estimated effect of preferences for a healthful diet.

Keywords

• convenience
• food away from home
• nutrition
• omitted-variable bias preferences
• preferences
• social marketing