In this paper, we describe individual food consumption decisions as driven by a utility effect and a food environment effect. To outline the utility effect, we first develop a new theoretical model of individual food consumption. Next, we introduce the food environment effect by showing how the...

In modern societies consumers often face a trade-off between health and taste, the latter which encourages consumption of fatty, salty and sweet foods, whereas health awareness discourages consumption of the same food. The resulting diet, often rich in calories, sweeteners and fat constitutes a...