ESTIMATING THE EFFECT OF HEALTH KNOWLEDGE IN THE CONSUMPTION OF SOY-BASED FOODS

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.