Healthy Diets Make Empty Wallets: The Healthy = Expensive Intuition

Understanding consumer decision making about what to eat is both complex, as multiple factors can drive food choice, and important, as food choice impacts overall health. This research examines an intuition at the crossroads of two important criteria for food decision making—healthiness and price—finding that consumers believe that healthier food is more expensive than less healthy food. While this relationship may be accurate in some cases,...