Ориентация потребителя на здоровое питание: согласование разнонаправленных интересов вовлеченных сторон тема диссертации и автореферата по ВАК РФ 00.00.00, кандидат наук Ковалёнок Анастасия Юрьевна

• Ковалёнок Анастасия Юрьевна
• кандидат наук
• 2022

Оглавление диссертации кандидат наук Ковалёнок Анастасия Юрьевна

CONTENTS

INTRODUCTION

CHAPTER 1. CONSUMER ORIENTATION TOWARD HEALTHY FOOD

1.1 The Concept of Healthy and Unhealthy food

1.1.1 Unhealthy food

1.1.2 Healthy food

1.2 Government Regulation Measures in Healthy Eating

1.2.1 Monetary Regulations

1.2.2 Non-monetary Regulations

1.3 Limiting the Sales of Unhealthy Food and Stimulating the Consumption of Healthy Food

1.3.1 Studies of Monetary Regulations

1.3.2 Studies of Non-monetary Regulations

1.4 Conclusion

CHAPTER 2. FACTORS INFLUENCING CONSUMER FOOD CHOICE

2.1 Literature Review

2.2 Factors Influencing Consumers' Food Choice

2.2.1 Internal factors influencing consumer food choice

2.2.2 External factors influencing consumer food choice

2.2.3 Relation between internal and external factors

2.3 Factors Influencing Youth's Food Choice

2.3.1 Internal factors influencing youth's food choice

2.3.2 External factors influencing youth's food choice

2.4 Neuromarketing Research of Food Choice Factors

2.5 Classification of Consumer Choice Factors: Results of the Review and Directions of Change

2.6 Conclusion and Further Research Trends

CHAPTER 3. OPTIMAL POLICY DESIGN FOR A SIN TAX

3.1 Literature Review

3.1.1 Prior Work on Sugar Tax Efficacy

3.1.2 Contemporary Sugar Tax Practices

3.1.3 Holistic Approach to Tax and Price Setting

3.2 Sequential Game and Definitions

3.2.1 Basic Assumptions

3.2.2 Sequence of Actions in the Model

3.2.3 Definitions of Utility Functions

3.3 Solution to the Three-level Program

3.4 Computation of Real-life Utilities

3.4.1 Data Preparation

3.4.2 Computed Utilities

3.5 Pilot Testing of the Model

3.6 Conclusion

DISCUSSION AND CONCLUSION

Interpretations

Limitations

Conclusion

IMPACT

Scientific Impact

Social Impact

Future Research

BIBLIOGRAPHY

Введение диссертации (часть автореферата) на тему «Ориентация потребителя на здоровое питание: согласование разнонаправленных интересов вовлеченных сторон»

INTRODUCTION

Starting from the 1950s, the income level of consumers in the developed and developing countries has been growing, what allowed them to expand the variety of food and beverage consumption significantly. The influence of large private entities, such as transnational food manufacturers, in driving this consumption through the design of food supply chains, food environments, and consumer behavior has become increasingly criticized in the public health community [Swinburn et al., 2019]. This criticism appears because food manufacturers and retailers often bring to the fore their profits instead of healthy food promotion [Wood et al., 2021]. For instance, advertising campaigns of such giant brands as McDonald's or Coca-Cola have shaped a corresponding consumption culture, based on the active promotion of unhealthy food and drinks, what affected the public health [Seiders and Ross, 2004]. According to the World Health Organization (WHO) data, in 2016, over 1.9 billion adults over the age of 18 were overweight, and over 650 millions of those were obese [Thow et al., 2010]. Besides, the worldwide number of obese people grew threefold from 1975 to 2016, and the number of children and teenagers (aged 5-19) with the disease increased tenfold [Abarca-Gomez et al., 2017]. Obviously, sedentary lifestyle and environmental pollution have affected public health, but nutrition played a major role.

Apart from obesity, people often face such health issues as malnutrition, growth inhibition, low levels of vitamins and minerals, and other non-infectious diseases caused by malnutrition (heart disease, stroke, diabetes, some cancers). It's important to note that the advertising and

price policies of food manufacturers and retailers largely define the consumer preferences. Most companies often promote unhealthy food products, as they are more profitable than healthy ones [Gómez and Ricketts, 2013]. Though, some producers and retailers has been trying to pay more attention to healthy food sales but they still want to save the markup, which influence the final price because of the cost increase. As a result, healthy food become too expensive for people with a low income, which is expressed in their declining health and life quality [WHO, 2018a].

However, during the last decade, an increasing number of people have been tending to follow healthy lifestyle principles. This trend can be expressed, for instance, in regular physical activities [Chomistek et al., 2015; Khera et al., 2016] or in abandonment of unhealthy food and their substitutions with products rich in nutrients [Vilarnau et al., 2019]. One of the research projects [Nielsen, 2015] also claims that consumers have been increasingly conscious of their health, practicing full or partial abandonment of unhealthy food, and often paying attention to the ingredients list, and preferring organic food.

It would seem, that such consumer behavior changes should attract attention of businesses, including both food manufacturers and retailers. However, currently on the number of markets the focus has been mainly on side aspects of the food shopping experience, not on consumers' health in general [Popov and Tretyak, 2014]. This focus expresses itself in higher variety in certain product groups, more convenient parking lots, making more pleasant atmosphere in a supermarket, etc. Furthermore, on some developing markets (e.g., Russian). The business processes targeted at client focus often exist only on paper and are not implemented in real

life [Gulakova and Rebyazina, 2017]. At the same time, long-run client focus in a broader sense cannot be solely limited to the creation of the best shopping conditions, but should consider consumption and the effect it has on the consumer's life quality and health as well. This is undoubtedly relevant for food products. Researchers note that real client focus, targeted at improving the consumers' health, can help companies increase customer loyalty, which will later positively affect the customer lifetime value [White and Dahl, 2006].

Usually, marketing activities of manufacturers and retailers are targeted at increase of the sales volume [Wood et al., 2021]. Companies produce and sell various food, including ones that are bad for people's health, but consumers are not well-informed about this [Tempels, Verweij and Blok, 2017]. As a result, the unhealthy ingredients are listed in a small font on the back side of a package.

Of course, food giants like Nestle S.A., PepsiCo Inc., Coca-Cola, Mondelez International, Danone SA and others1 integrate corporate social responsibilities (CSR) in their strategies and publish ESG reports, where they highlight their actions regarding improving the composition of the product (expansion of plant-based range, make whole grains the number one ingredient2, investing in products with added nutrition3, reduction of refined sugar and saturated fats4) and limiting marketing communications

1https://www.forbes.com/sites/chloesorvino/2022/05/12/the-worlds-largest-food-companies-in-2022/?sh=323f4574db91 (Date of access: 1.06.2022).

2 https://www.nestle.com/sites/default/files/2022-03/creating-shared-value-sustainability-report-2021-en.pdf (Date of access: 1.06.2022).

3 https://www.coca-colacompany.com/content/dam/journey/us/en/reports/coca-cola-business-environmental-social-governance-report-2021.pdf (Date of access: 1.06.2022).

4 https://www.pepsico.com/docs/default-source/sustainability-and-esg-topics/2020_sustainability_report_summary.pdf?sfvrsn=e61ca1f0_4 (Date of access:

aimed at vulnerable groups of the population5. But there are two problems here. Firstly, only the biggest food producers try to follow ESG principles and publish results of their achievements. Secondly, it is hard to control those activities, which are aimed at changing composition of the product. As a result, we have a situation where only small part of producers changed the composition for the better. For instance, one of the research projects showed6 that less than half of leading food brands have significantly reduced the sugar content of their products. Another survey found over half of all the 'bestseller' products surveyed should be considered 'unhealthy', i.e. high in fat, salt and/or sugar7. Taking into account the results of research, we can conclude that reality on the food market somehow differs from the information in the ESG reports.

These 'unhealthy' marketing activities could be regulated by government. In the government programs for consumer health, there is a variety of monetary and non-monetary regulatory forms that can regulate the companies' activities. Among the non-monetary forms, labeling, obliging the companies to use large fonts when listing ingredients, and certification can be mentioned. Monetary forms typically include taxes, subsidies, and setting minimum or maximum prices. These methods allow consumers to make a more conscious choice [Grunert and Wills, 2007;

1.06.2022).

5 https://www.coca-colacompany.com/content/dam/journey/us/en/reports/coca-cola-business-environmental-social-governance-report-2021.pdf (Date of access: 1.06.2022).

6 https://www.ndph.ox.ac.uk/news/most-food-brands-a-long-way-from-meeting-sugar-reduction-targets (Date of access: 1.06.2022).

7 https://shareaction.org/news/call-for-worlds-largest-food-companies-to-prioritise-health-after-new-survey-exposes-bad-practice (Date of access: 1.06.2022).

Ingwersen and Stevenson, 2012; Minkov et al., 2015; Perez-Cueto et al., 2012].

On the one hand, for maximum efficiency of the regulation process, all the parties should be involved: a government, manufacturers, and retailers. Governments and the food industry should work together to create an environment where consumers will select healthy food options [Gortmaker et al., 2011; Seiders and Ross, 2004; Traill and Koenig, 2010]. On the other hand, interests of consumers and businesses do not always align. For instance, consumer's attention to their health and the companies' desire to create and sell high-margin food products may be contradictory. Here, there is a problem of coordinating contradictory interests of various players on the food market for consumer's independent choice facilitation, and for more benefit of the latter.

To regulate the public awareness level and to consider the interests of both consumers and companies8, government participation is required. The government can coordinate activities of companies and consumers in order to maximize possible benefit for each of them. In turn, the government should also be interested in solving this problem, since improper nutrition could lead to higher healthcare expenditures, lower

8 It should be noted, that in this work, the term "companies" means both manufacturers and retailers. Even though they are two distinct groups of players with different interests, another level of analysis is not introduced in the model. The reason for that is, while the key indicators for retailers include average spend and number of purchases in a period, and suppliers strive to increase the cost-effectiveness of their products or groups of products and their overall sales volume. In the end, both kinds of companies are primarily targeted at earning maximum profits [Popov and Tretyak, 2014]. Although the authors acknowledge the difference between manufacturer and retailer companies, in this study the two groups are joined, so as to make the model as straightforward and clear as possible. If the necessary data is available, it will be possible to separate manufacturers from retailers by adding another level to the model.

productivity, and slower economic growth. These consequences, in turn, are a foundation for a high poverty level and bad public health [WHO, 2018b]. Eventually, this forms a complex three-level mechanism of interaction between the market players, where each player takes care of its own interest. Without coordinating them, stimulation of production of healthy food, their availability to consumers, and consumers' choice motivation may be inefficient. Otherwise, it will be a win-win situation: all involved market players will get a maximal gain, at the highest possible level of social welfare. It follows from this line of thinking that the consumer's orientation towards healthy eating depends not only on their awareness (knowledge and skill to consciously choose products that are good/bad for one's health [Sproesser et al., 2018; Sproesser, Strohbach and Schupp, 2012], but also on the ability to make this choice — the availability of a sufficient quantity and quality of healthy food, which can be ensured by aligning the activities of the companies and the government [Willett et al., 2019]. In other words, in this thesis, "consumer orientation toward healthy food" shall mean: (1) the consumer's desire to select healthy food (those having a positive effect on their well-being) [Sproesser et al., 2018; Sproesser, Strohbach and Schupp, 2012]; (2) the creation of the conditions to make this choice possible, both by the government and the companies [Willett et al., 2019].

The two above-mentioned components of consumer orientation towards healthy food are expressed in factors influencing consumer choice. The information about these factors is important for several groups of market players, including the manufacturers of products and providers of services, the retailers, and the national and municipal regulators.

Besides, it can help various market players design their marketing strategies and tactics or to create a government policy with regard to consumers.

The relevance of the consumer choice factor studies is explained by the constant changes of the environment in which the consumers make their purchase decisions. In 2020, the government, the businesses and the consumers have faced abrupt market changes, caused by the novel coronavirus pandemic and the economic recession as a consequence. These changes have not been studied yet and will continue to accrue, but they have already affected the customer choice, attracting attention to health and immunity, sharply limiting the demand in certain categories of consumers, and shifting consumers to buying online. In turn, the observed changes inevitably affect the composition and ranking of the consumer choice factors.

The knowledge of consumer choice factors and trends is particularly important in the sphere of food production and retail. In food, consumer preferences and choices have a direct effect on the health, the life quality of Grossman, 2004]. In other words, if consumers choose healthy food effect on the customer life-cycle and the company bottom line [White and Dahl, 2006].

This consumer choice can be stimulated in several ways including monetary and non-monetary regulations [Yi and Yoo, 2011]. Group of monetary regulations mainly consists of different kinds of taxes and subsidies, while non-monetary regulations comprise information provision, banning unhealthy ingredients and advertising, limiting availability in distribution channels [Peeters, 2018]. Regulations of both

groups are used by many countries, but it is more difficult to assess the direct impact of non-monetary regulations on the final gain. Monetary regulations are more straightforward and allow to rearrange the expenses of the state budget in favor of healthy food. These facts are the reason for their greater use by governments [Backholer, Blake and Vandevijvere, 2017; Peeters, 2018]. In turn, in the group of monetary regulations taxes are primary, since they first go to the budget and only then are distributed to subsidies. Moreover, taxes directly influence pricing policy and revenue of a company that helps to evaluate potential effects [Mozaffarian, Rogoff and Ludwig, 2014]. In turn, pricing is an effective tool to change consumer choice when so desired [Ball et al., 2015; Geliebter, Gibson and Charlisa, 2013]. As for consumers, it is worth noting here that due to the COVID-19 pandemic in 2020, the world unemployment rate increased9, which negatively affected household incomes and purchasing power10, and the situation in Russia was even worse due to the depreciation of the ruble11. Based on these facts, we have chosen the taxes as the most widespread regulation to decrease production and sales of unhealthy goods [Chaloupka, Yurekli and Fong, 2012] and the prices as the ultimate tool influencing consumer behavior at the company's levels.

Thus, in this work, the marketing function is used in a somewhat non-standard formulation, expressed in the reduction or regulation of sales of unhealthy food products. This orientation, linked with socially

9 https://data.worldbank.org/indicator/SL.UEM.TOTL.ZS?most_recent_year_desc=true

10 https://sber.pro/publication/dmgie-prioritety-kak-izmenilos-obshchestvo-i-potreblenie-za-vremia-pandemii (Date of access: 1.06.2022).

11 https://www.bofit.fi/en/monitoring/weekly/2021/vw202119_1/ (Date of access: 1.06.2022).

responsible marketing, helps companies build long-term relationships with the consumer through true customer focus and improved quality of life, which contributes to the sustainable development of companies [Integrate, 2017; Wilburn and Wilburn, 2020] and complies with the ESG agenda and CSR principles.

This work is multidisciplinary, where the marketing problem is solved using multi-level modeling in order to coordinate the interests of companies and consumers through regulation at the state level.

Research goal and objectives

This thesis concerns an interesting and complex problem of healthy food promotion among consumers, taking into account the interests of government and companies. The goal of this work is to develop an approach to ensure consumer orientation to healthy eating through the coordination of the multidirectional interests of the parties involved. To achieve this goal, we solve the following tasks:

1. Determination of the overlap of the concepts of unhealthy and healthy food: definition, classification, promotion practices;

2. Critical analysis of the mechanisms of governmental regulations of the consumption of unhealthy and unhealthy food products, ensuring the orientation of the consumer towards a healthy diet, namely monetary (taxes and subsidies) and non-monetary instruments (information provision, ban on ingredients harmful to health, ban on advertising, restriction accessibility);

3. Classification of factors influencing the consumers' food choice and the allocation of price as one of the most important factors;

4. Development and testing of an optimization model for regulating sales of unhealthy food products by calculating the optimal sugar tax rate and prices as one of the most common and controversial practices and key factors influencing consumer food choice;

5. Discuss the results and develop recommendations in order to justify the coordination of interests of companies and governments in promotion and restriction of healthy and unhealthy food.

The subject and the object of the research

The object of the study is the process of interaction between companies and consumers with the help of government regulation to guide consumers to a healthy diet by limiting sales of unhealthy food products, while the subject of the study is marketing incentives that reduce the sale of unhealthy food.

Theoretical, methodological, and empirical basis of the research

The theoretical basis of the thesis research is scientific articles and monographs by both Russian and foreign researchers devoted to such topics as marketing in healthy eating, consumer food choice, governmental regulations in the food market, and multi-level modelling. We selected 375 articles from the scientific citation databases Scopus, Web of Science and eLibrary, as well as from open information sources as sources for the theoretical study. The results of studies of international consulting companies and research companies that include the relevant topics were also used. The information is used in order to determine the overlap of the

concepts of unhealthy and healthy food, analyze the mechanisms of governmental regulations of the consumption of unhealthy and unhealthy food products, classify factors influencing the consumers' food choice, develop an optimization model for regulating sales of unhealthy food products.

The methodological base of desk research is formed by such methods of scientific knowledge as analysis, synthesis, systematization, methods of classification and description, comparison, induction and deduction. Also, the methodological basis of the empirical study is the use of (1) multilevel modeling to adjust the eating behavior of end consumers; (2) multinomial choice model as a way to build real-life consumer utilities.

The analysis of empirical research data is based on multilevel mathematical modeling using utility functions formed on the basis of secondary data - the two consumer panel data - and using multinomial choice model. The data was collected by the international agency Kantar in the UK and the Netherlands.

Significance of the research

Significance of the work lies in the development of a three-level mathematical model that allows to determine optimal tax rate on the category of unhealthy foods that (1) maximizes social welfare, (2) and selects optimal prices for taxable category. At each level, players (government, companies, and consumers) are aimed to maximize their utility. Thus, the work has a scientific novelty, which is the simultaneous consideration of all parties involved in solving aforesaid problem.

Arguments of the research to be defended

The main arguments of the research to be defended are formulated as follows:

1. We have identified overlap of concepts of unhealthy food (food consisting mainly or exclusively of sugar, fats or oils, and alcoholic beverages) and healthy food (food that provide a complete set of nutrients) concepts based on a review of existing definitions

2. Based on a review of current practices of state regulation in the field of healthy eating, it was revealed that taxes and information programs are the most common tools of state monetary and non-monetary regulation, respectively, which was used to substantiate the methodology;

3. Analysis of existing studies in the field of monetary and non-monetary regulation revealed a predominant concentration on the interests of consumers without coordination of the interests of the state and companies, which weakens the results of regulation;

4. As a marketing tool, the possibility of considering the reduction or regulation of sales of unhealthy food products is shown;

5. As a result of a critical review of the literature, the factors influencing the choice of food by the consumer are classified, as well as the foundation was formulated for comparative analysis of factors influencing consumer food choice in case of rapid environmental change;

6. An analysis of the existing literature made it possible to prove the possibility of using a multi-level modeling model of balancing interests, which allows you to determine the optimal tax rate and prices for a category of products that are unhealthy, maximizing public welfare, company income and consumer utility;

7. As a result of testing the model on the data of consumer panels, optimal prices and tax rates were obtained, calculated taking into account the agreed interests of the parties involved - companies, consumers and the state.

Scientific novelty of the research

The novelty of the work is expressed in the following points:

1. The restriction of sales of unhealthy food products is considered for the first time as a marketing tool, where increasing the transparency of information helps to increase brand confidence, which increases the level of consumer loyalty. Companies that care about the health of consumers show true, not declared customer focus, improving the target utility function of consumers.

2. Based on the results of the analysis of scientific publications, the author's definitions of the terms "unhealthy food" and "healthy food" are operationalized, which most fully reflect the main theoretical approaches in existing studies;

3. Based on a review of existing academic and consulting research, a general set of factors influencing the choice of food products by consumers (thinking style, knowledge, motivation, attitude to food,

environment, packaging, price) is identified, and factors specific to the youth are identified among them. in the youth segment (stress, the influence of society), as well as their operationalization is justified. Price is highlighted as the most important external factor;

4. A developed model makes it possible to coordinate the multidirectional interests of market players (the state, companies and consumers) while simultaneously considering all the parties involved. This harmonization makes it possible to calculate the optimal prices for the category of soft drinks (sugar-containing drinks and their substitutes) and the sugar tax rate;

5. As a result of testing the model on examples of consumer panel data on purchases in the category of soft drinks (Great Britain, 2009-2012; The Netherlands, 2016-2018), the possibility of using it to calculate optimal prices and tax rates, taking into account the agreed interests of the parties involved, was confirmed. These countries have been selected as examples of countries that have and have not introduced a sugar tax.

The validity of the research results and their approval

The validity of the study is confirmed by a broad approach to the study of the literature, including literature on healthy eating, approaches to regulating the sale of unhealthy and unhealthy foods, as well as factors influencing consumer food choices. The reliability of the empirical study lies in the approbation of the developed model on the data of the consumer panel.

The main results of this thesis were published in four scientific articles with a total volume of 7,24 p.s., three of which were published in the list D of HSE:

1. Kovalenok A. Comprehensive Gain Sharing Maximizing Satisfaction in Supply Chain Collaborations // Russian Management Journal. 2021. Vol. 19. No. 3. P. 361-378.

2. Nedelko, A. Y., Tretyak, O. A., & Lavrova, A. Y. Consumer food choice: Factors, current state and expected changes // Russian Journal of Management. 2020. Vol. 18. № 4. PP. 605-642.

3. Nedelko, A. Y., & Tretyak, O. A. Consumer Orientation toward Healthy Foods: Literature Review and a Model of Market Players Coordination // Russian Journal of Management. 2019. Vol. 17. № 2. PP. 203-232.

4. Nedelko A.Yu. Perspectives and Limitations of Neuromarketing Research Methods // Management Sciences. 2018. Vol. 8. № 4. PP. 77-83.

Moreover, the results of this dissertation research were tested at the following scientific conferences:

1. 11.04.2017 - 14.04.2017: XVIII April International Academic Conference on Economic and Social Development. Presentation: "Prospects for the Development of Neuromarketing in Russia". Moscow, Russia.

2. 10.04.2018 - 13.04.2018: XIX April International Academic Conference on Economic and Social Development. Presentation: "The opportunities of using neuromarketing as way of studying brand perception". Moscow, Russia.

3. 18.06.2018 - 20.06.2018: CBIM Academic Conference (Center for Business & Industrial Marketing). Presentation: "Neuromarketing research as method for brand associations perception". Madrid, Spain.

4. 09.04.2019 - 12.04.2019: XX April International Academic Conference on Economic and Social Development. Presentation: "Multilevel modelling as a tool to optimize pricing policies of companies and state tax policy". Moscow, Russia.

5. 20.06.2019 - 22.06.2019: 41st Annual ISMS Marketing Science Conference. Presentation: "Multi-level Modelling as a Tool Governing Consumer Buying Behavior". Rome, Italy.

6. 13.04.2021 - 30.04.2021: XXII April International Academic Conference on Economic and Social Development. Presentation: "Optimization of companies' pricing policy and state's tax policy as a way to achieve sustainable development on healthy eating". Moscow, Russia.

Заключение диссертации по теме «Другие cпециальности», Ковалёнок Анастасия Юрьевна

Conclusion

The model is practically oriented and can be used by governments to determine optimal tax or subsidy rates in the sphere of nutrition.

However, to use this model, it is required to regularly run consumer panel studies and to cooperate with interested companies, so as to correctly evaluate their utility expressed as revenue. The methodology is quite productive in solving several complimentary problems. It allows to substantiate the trajectories of new research in an extremely important sphere: providing end consumers with opportunities to realize their orientation towards a healthy lifestyle.

The proposed method uses an integrated approach to determining the optimal tax policy of the government together with the optimal pricing strategy of the company. Furthermore, the model accounts for interests of each stakeholder - state, companies and consumers - and helps to maximize the utility on each level and the overall social welfare. The method relies primarily on a consumer data set. It should be noted that the model takes into account heterogeneous consumer utility functions. This helps in fine-tuning tax rates and prices which may refocus customers' attention on healthier drinks. Finally, we gain a clear understanding of the players' motives, which allows to formulate the government regulatory policy. The approach can be used by both, companies and the government to determine the optimal product prices and tax rates, respectively. The model can serve not only for calculating the optimal taxes but also for determining other monetary regulations, for example, subsidies. Companies, in turn, can use the embedded two-level model of interaction (company and consumer levels) to determine the optimal prices for their products.

IMPACT Scientific Impact

Consumer well-being and health has become a very hot topic in marketing sphere for the last few years (see [Batat et al., 2019; Bublitz et al., 2019; Scott and Vallen, 2019; Taheri et al., 2021]). In turn, well-being consists of micro-needs (health and happiness) and macro-needs (sustainability and social responsibility). Obviously, this issue has become one of the most popular topics among (marketing) academics for the last few years (e.g. [Ailawadi, Kusum and Grewal, 2013]). Nevertheless, most of existing articles consider only one of the mentioned levels (micro or macro). In contrast, in our model we pay attention to individual consumer well-being as well as to society as a whole, and include manufactures as an often-overlooked actor in tax execution.

The scientific novelty consists in the fundamentally different formulation of the problem of consumers' orientation to a healthy diet, taking into account the interests of all participants in the process of providing value to the consumer (Chapter 1). This formulation avoids the fragmentation of the study and takes into account interests of all market players, it is better adapted to the real mechanism of their interaction.

The expansion of the research apparatus, expressed in a three-level optimization model, allows taking into account the multidirectional interests of all its participants - the state, companies and end consumers. Despite the fact that the method of multi-level optimization is not new, it is used to limit the sale of unhealthy food product for the first time.

The results of current work contribute to healthy eating promotion and sugar tax literature. After literature analysis of healthy and unhealthy

food we provide a definition of both groups from the broader point of view. The review of factors influencing consumer food choice allows to structure them in order to research deeper. The field of sugar tax literature is ensured by the three-level model, which allows to take into ac- count well-being of the whole society, individual consumers, and companies.

Social Impact

The motivation for the proposed model and its background stems from issues faced by real-world decision makers, so we clearly have several contributions to offer to market players. Proposed in the Chapter 2 classification of factors and trends affecting consumer food choice could be useful both for producers, developing their marketing strategies, and for retailers, shaping long-term customer loyalty through their orientation towards healthy eating. There have been some practical examples of such loyalty policies at different markets. While in European countries trend on healthy food is common, in developing economies it only gains momentum. For example, one of the Russian supermarket chain Perekrestok has created a consumer basket which allows healthy and balanced nutrition for one person for a month [RBC, 2020b]. Besides, in developing its "emotional" stores to meet the consumers' need to frequently buy fresh food products and ready-to-eat dishes, the chain has created a "short track" for such customers in their stores, which goes through the zones of vegetables, fruit, and other healthy food [Vprok, 2019]. Another Russian chain Pyaterochka, also reforming its concept, is focused on selling fresh food, increasing their share almost twofold and adding fresh juice zones [The Village, 2019]. Moreover, the results can

also be useful to design or adjust state limitations on consumption of unhealthy food and stimulation of healthy ones.

This classification can thus be used as a starting point for comparative analysis of changes, both in the set of factors affecting the consumers' food choices and, in the trends, actively transforming the importance of these factors in the current conditions.

The mathematical optimization model developed in 3 can contribute to social impact as well. Straightforwardly taking into account all limitations regarding the model, we can improve it and achieve more realistic results, which is the target of our follow-up research. The main goal of the present work is to introduce a new methodology for computing and analyzing the optimal sin tax policies. In future, such methodology can be used in different contexts in order to: (1) check the rationality of the agents involved in the process of proper nutrition culture formation; (2) create an environment conducive to healthy consumer choice; (3) benchmark the social welfare; (4) verify the existence of market inefficiencies, e.g., product under- or overpricing; (5) check reasonableness of the established tax rates.

By incorporating utility functions calculated from the consumer panel data, the developed three-level model becomes more practical as it relies on non-aggregated information about consumer buying behavior. The approach proposed in the paper can be used by both companies and governments to determine optimal food prices and tax rates in order to stimulate consumers to consume healthier food.

At the same time, it is required to conduct regular consumer panel studies, as well as cooperate with interested companies in order to correctly

assess their revenues and costs. This methodology is very fruitful for solving a number of related problems, it makes it possible to substantiate the development trajectories of new research in the extremely important area of providing opportunities for the end user to realize an orientation towards a healthy lifestyle. The model and utility functions are applicable not only to the calculation of the above parameters, but also to other regulations that are similar in meaning (for example, subsidies). Companies, in turn, can use a nested two-tier customer inter- action model to determine the best prices for their products.

It should be noted that tax implementation is not the only tool for public health improvement — complementary policies are also needed. A great policy variety includes regulatory measures (e.g., nutrition labeling, regulation of health claims, and advertising), health education based on clear understanding of consumers' food choices, incentives for research and development in food production, and others [Alemanno and Sassi, 2014]. Therefore, a combination of different tools may lead to better results.

Future Research

Straightforwardly taking into account all the limitations of the current research, it is worth to orient future research to deeper investigation of: (1) external factors influencing consumer food choice and justification of their priority; (2) elaborating real-life utility function on government's and company's levels; (3) how combination of taxes and other interventions (for instance, subsidies) affects consumer buying behavior and prices on healthy and unhealthy food products. In follow-up research

we are going to address shortcomings regarding the multi-level model (Chapter 4) using consumer panel data in soft drinks category.

Список литературы диссертационного исследования кандидат наук Ковалёнок Анастасия Юрьевна, 2022 год

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