In light of the enduring proliferation of obesity in today’ society, this research project

aims to contribute to the literature by shedding light on how emerging developments

within our society and market place affect consumers’time-inconsistent choices

between healthy and unhealthy foods.

Developments and trends within society and the market place affect consumers’daily lives in many respects, but their impact on food choices often slip the attention

of consumers, researchers and public policy makers alike. This research project

addresses four such contemporary developments. A first development pertains to

the emergent shift towards online shopping. A second, the trend within retailing to

position fresh produce at the store entrance and more indulgent product categories

more store inwards. The upswing of consumer suspicion in today’ society and the

omnipresence of luxury in consumers’lives constitute the third and fourth

development we study.