Third, consumers may experience
disutility through changing their diets to increase the consumption of healthier foods (e.g.,
soluble fiber or soy protein) perhaps for reasons of taste, increased effort, or price (e.g.,
Peng et al 2006; Herath et al 2008a; Markosyan et al 2009). In this case, consumption levels
will remain below the recommended optimal levels from a public health perspective