Demand for food products promoting health and wellness

Perceived benefits of adaptive behaviour are shaped by one’s perception of the response efficacy (that is the perception of effectiveness of the adaptive behaviours) and self-efficacy (that is the locus or extent of control one has over one’s own health) associated 4 with adaptive behaviour. [...] As such, the second and third versions model the events “increased consumption of some vegetables” and “increased consumption of some fruit”, respectively, and are referred to as the vegetable and fruit models. [...] Socio-demographic variables included the age of respondent, education of respondent, presence of children under the age of 18 in the respondent’s household, household income of respondents and the gender of the respondent. [...] The positive and significant effect of the response efficacy and threat appraisal variables supports the notion that PMT captures the means by which respondents alter behaviour with respect to food choices made within the household. [...] However, the marginal effect of the education and household income dummy variables are small compared to those of other significant variables (see Table 4 which shows the observed incidence and predicted probability of the 15 event being modelled to illustrate the relative marginal effects.