Consumer Behavior and the Obesity Epidemic: Cause, Problem, and Solution - Essay Example

Consumer Behavior and the Obesity Epidemic: Cause, Problem, and Solution ___________________ IBM 411 ____________________ Title:_________ Date: 9 February 2006 Contents 1. Introduction…………………………………..1 2. Consumer Behavior ………………………….2 3. Causes of Obesity……………………………..3 4. Problems of Obesity………………………….7 5. Solutions………………………………………7 6. Conclusion…………………………………….8 7. References…………………………………….9 Introduction Overweight and obesity are both addressed to individuals with ranges of weight that are greater than what is generally considered healthy for a given height. The terms also identify ranges of weight that have been shown to increase the likelihood of certain diseases and other health problems (CDC, 2005). Obesity is a condition where the natural energy reserve, stored in the fatty tissue of humans is increased to a point where it is thought to be a significant risk factor for certain health conditions as well as increased mortality (Wikipedia, 2006). For adults, overweight and obesity ranges are determined by using weight and height to calculate a number called the “body mass index” (BMI). BMI is used because, for most people, it correlates with their amount of body fat. An adult who has a BMI between 25 and 29.9 is considered overweight. An adult who has a BMI of 30 or higher is considered obese (CDC, 2005). This paper discusses the consumer behavior and the increasing epidemic of obesity around the world. Besides it also discusses the causes, problem and the solution for this problem. Obesity is not a new problem. As early as 1952, the American Heart Association had already identified obesity as a cardiac risk factor modifiable through diet and exercise. Subsequently, a number of federal agencies and private organizations devoted to general health promotion or to prevention of chronic conditions for which obesity is a risk factor—coronary heart disease, cancer, osteoporosis, stroke, and diabetes— issued guidelines advising Americans to reduce energy intake, raise energy expenditure, or do both to maintain healthy weight (Nestle and Jacobson, 12-24). Consumer behavior While the standards of living continue to rise, obesity and gaining excess weight are posing greater treat to the human health. This is a chronic disease found both in developed and developing countries and affecting both children and adults. Let us take the case of United States. Food is abundant in the United States. Today due to the increased purchasing power, for most of them it is affordable to spend as much as they want in the food market. In today’s fast phase of life, though the knowledge of good diet and exercise among the individuals is high, very few of them are able to follow. As a result of this, obesity epidemic contributes to rising healthcare costs from increased rates of heart disease, stroke, diabetes, and several cancers (National Research Council workshop report). Obesity is not only restricted to adults but children also. As a result of this many children in the United States suffer from various types of chronic ailments. In recent years, fast food giants like Pizza Hut and Taco Bell have also created a presence in public schools, providing students with a tempting- but less nutritious- alternative to sack lunches and cafeteria food. Fast food chains like McDonalds and Burger King market heavily to children, offering them toys and hosting state of the art playgrounds. To make things worse, popular video game distributors like Sega, Sony, and Nintendo allow for kids to be sedentary for hours in front of the television, instead of being active as kids should be (fit4free). These corporations continue to enjoy success while there is an increasing epidemic of obesity among the children. Centuries of scientific advances in agriculture have increased the quantity, quality, and variety of our food supply. Recent advances in molecular research have given us fruits and vegetables that contain more cancer-fighting antioxidants, and eggs and milk fortified with beneficial omega-3 fatty acids. Despite our progress, food-related health problems such as obesity, malnutrition, and food borne illnesses remain issues of global concern. Whether we see food as medicine or as the cause of disease, medical and agricultural research have the potential to come together in innovative ways to help consumers and producers understand and face the challenges of following a healthful diet (National Research Council workshop report). “The issue of overabundance of food creating health problems is an example of a mismatch between technical applications and cultural practice.” —John Marburger, Science Advisor to the President and Director of Office of Science Technology and Policy If we try to analyze today’s consumer behavior, it can be said that a host of factors influence food demand and food consumption behaviors. Some of them include the types and prices of foods available, technologic advances, time pressures, attitudes and knowledge about health and diets, demographics, convenience, and changed family and social structures. Consumer lifestyle and choice play a major role, but there are many contributing factors outside consumer control such as government policies on agriculture, taxes, and exports/imports; issues related to food palatability and availability; and consumer income and education (National Research Council workshop report). Causes of Obesity Obesity is not a result of single factor rather there are several factors responsible for obesity. Claude Bouchard, Executive Director, Pennington Biomedical Research Center proposed several hypothesis for this epidemic including behavioral, physical environment, and biological approaches. Behavioral hypotheses include intake of high-calorie foods, high-fat diets, high sugar intake, low calcium intake, low protein intake, and a large amount of time spent in sedentary activities. Physical environment hypotheses relate to features of the urban environment and the potential role of environmental pollutants (e.g., organochlorines). Biological hypotheses include, among others, infant birth weight, maternal and post-natal nutrition, rise in use of high-fructose corn syrup in food formulation, low resting metabolic rates, high respiratory quotients (and low lipid oxidation rates), low leptin levels, viral infection, and genetics (MacAulay and Newsome, 32 –37). Adam Drewnowski, Director, Nutrition Science Program, University of Washington, says that while the traditional, academic view of food selection holds that the brain controls behavior and that dietary choices can be modified by learning, experience, or the food environment, consumers approach food choices in a radically different manner. Food choices are influenced by taste, cost, energy density, and convenience, and to a lesser extent by health and variety of foods. Instead of physiology influencing food choices, economically-driven eating habits may, in the long term, affect physiology and the neural systems of reward. In other words, the obesity epidemic may be causally driven by the high palatability and very low cost of energy dense foods (MacAulay and Newsome, 32 –37). The sedentary lifestyle is another major factor that contributes and enhances to problem of obesity. Most of the working individuals and the professionals fail to take time out to exercise and maintain their weight. Overweight and obese people need to bring some lifestyle changes in order to maintain or reduce their weight. Exercise need to be a part of every individual’s life. In today’s world of modern facilities, people forget the basic need of the body. Though there are exceptions, many of them fail to understand the essence of cycling, walking, swimming, jogging etc. Problems of Obesity The rising prevalence of obesity will increase the rates of diabetes, hypertension, cancer, heart disease, osteoarthritis, and other chronic diseases. The obesity epidemic will increase health care costs and employers and government agencies will pass on at least some of these increases to consumers. Faced with inadequate resources to pay for all necessary care, consumers will concentrate on symptomatic care while neglecting disease prevention and risk factor control. Failure to stay current with indicated preventive services and failure to control disease risk factors can only result in a spiral of unnecessary illness, health care costs, and disability—all widening the gap between the need for health care and the resources available to pay for it. The individuals who develop the chronic diseases and disabilities associated with obesity will experience anxiety and depression, but the negative psychological consequences will extend beyond these people. Solutions There is a need to educate public about the health benefits of healthy dietary habits and being physically active. Schools, public and private sectors need to put in efforts to educate and creating awareness among the public regarding the essence of healthy eating and other lifestyle changes. It is essential to regulate the access to junk foods and soft drinks in schools and other government facilities; and increase availability of healthier foods, such as non-fat/low-fat milk, fruits and vegetables, and 100% fruit juice. Challenge policymakers, cabinet members, healthcare providers, voluntary organization and the food and fitness industries to mobilize efforts in response to the obesity epidemic. Population surveys indicate that 3 factors are associated with sustained, substantial weight loss: (1) adequate physical activity (an average of 450 minutes of physical activity a week with periods of at least moderately intense activity several times per week); (2) avoidance of calorie-dense foods that are high in fat and simple carbohydrates; and (3) use of multiple strategies to reinforce the maintenance of the desired physical activity and nutritional patterns (Kottke, et.al. 92-94). Conclusion Finally, it can be said that there is an urgent need for multi level governance in order to control the epidemic of obesity. The educational institutions, the food industry, the health care sector, government and non-government organizations and other agencies need to play a major role in creating awareness among the consumers today. Besides individuals need to take charge of their health by controlling the unwanted intake of junk food, unhealthy drinks and also to exercise daily in order to be healthy. References Centers for Disease Control and Prevention, CDC, Overweight and Obesity: Defining Overweight and Obesity, 28 Sept. 2005, Centers for Disease Control and Prevention, Atlanta, USA, 8 Feb 2006 fit4free, Solution to the Obesity Epidemic: Non-Profit Organization Fit4Free goes to the root of the problem 8 Feb 2006 Kottke, T.E., Lambert A. And Hoffman, R.S. Economic and Psychological Implications of the Obesity Epidemic The Obesity Epidemic, Mayo Clin Proc. 2003;78:92-94 MacAulay, J. and Newsome, R. Solving the Obesity Conundrum Food technology, Vol. 58, No. 6, June 2004: 32 –37 8 Feb 2006 National Research Council workshop report, Exploring A Vision: Integrating Knowledge For Food And Health 8 Feb 2006 Nestle, M. and Jacobson, M.F., Halting the Obesity Epidemic: A Public Health Policy Approach Public Health Reports, Volume 115, 12-24, January/February 2000, 8 Feb 2006 Wikipedia, Obesity 8 Feb 2006 Read More