The domestic artificially sweetened beverage market has grown rapidly in recent years, and sodas have led this growth. This study investigated consumer food purchasing behavior of artificially sweetened sodas in terms of the food health stereotypes of “vice” and “virtue”; used to denote unhealthy and healthy food purchases, respectively. The study was conducted using consumer panel data collected by the Rural Development Administration from 2017 to 2020. Given the semi-continuous nature of artificially sweetened soda purchases, Cragg’s two-part model was used for the analysis. The probability of purchasing artificially sweetened sodas increased as expenditure on snacks (a vice food category) increased. However, of those panelists who purchased artificially sweetened sodas, expenditure on artificially sweetened sodas decreased with expenditure on snacks and increased with expenditure on fruits (a virtue food category). These results suggest that vicious-lifestyle consumers choose artificially sweetened sodas when they regulate eating habits, whereas virtuous-lifestyle consumers increase artificially sweetened soda expenditure for hedonic consumption to reduce guilt based on a sensible trade-off effect.

I. Introduction
II. Materials and Methods
    1. Data
    2. Variables and measurements
    3. Data analysis
III. Results and Discussion
    1. Descriptive statistics
    2. Impact of health-related food categories on artificiallysweetened soda purchase
IV. Summary and Conclusion
Author biography
Acknowledgment
Conflict of Interest
References

• Eunjin Lee(Department of Agricultural Economics and Rural Development, Seoul National University)
• Junghoon Moon(Department of Agricultural Economics and Rural Development, Seoul National University) Corresponding author