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Weight implications of soda consumption

corresponding

CHEN ZHU1, RIGOBERTO A. LOPEZ2*
*Corresponding author
1. University of Connecticut Department of Agricultural & Resource Economics Storrs, CT 06269-4021, USA
2. University of Connecticut Corresponding author, Department of Agricultural & Resource Economics Storrs, CT 06269-4021, USA

KEYWORDS: Carbonated soft drinks; sodas; calories; body mass index; BMI; weight; obesity.
ABSTRACT: This article examines consumers’ valuation of calories in carbonated soft drinks and its weight implications in a broader context beyond sodas. Using a sample of 40,000 consumers, 35 percent were found to have a positive valuation for calories or were “calorie lovers”. The estimates were used in a regression of determinants of their body mass indexes. Although consumer positive valuation for calories is significantly linked to higher BMIs, a sedentary life with lack of exercise is more important in explaining high BMI levels. Other factors, such as education, smoking, and being single led to significantly lower BMIs.

INTRODUCTION
A major factor behind the obesity epidemic in the United States, as well as in many other countries, has been the increase in the consumption of high-calorie foods and beverages stemming from consumer preferences: people usually love food high in calories, not only because foods containing higher fat and sugar have a pleasing texture and aroma, but also becaus ...
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