Факторы и стимулы перехода населения к здоровому питанию на примере потребления йодированной соли в йододефицитных регионах
Significance. One of the main tasks of health care development is to reduce the level of morbidity of the population and prevent diseases. In Russia, it is planned to create a model of medicine based on the principles of "4P": personalization, predictivity, prevention, and participativity. In this regard, relevant research aimed at identifying factors and incentives that contribute to a healthy lifestyle of the population, as well as using their results to improve the practice of treatment and prevention of diseases.
Purpose: to study the factors and incentives of people's transition to a healthier diet using the example of iodized salt consumption in conditions of iodine deficiency.
Material and methods. Primary data was collected using the survey method, and the data obtained was processed using the regression analysis method.
Results. Based on the survey results, a logit model is constructed, where the dependent variable is the probability of buying iodized salt. The marginal effects calculated using the model showed that the probability of buying iodized salt by an urban resident is on average 30 % higher than that of a rural resident. People who are aware of the benefits of iodized salt buy it with an average probability of 27.6% more than those who are not aware. At the same time, the consumer's confidence in the usefulness of this product for him personally increases the probability of purchasing it by an average of 54%. It was found that men are on average less likely to buy iodized salt by 5.6% compared to women, while increasing the age of a man by 10 years further reduces the probability of buying by an average of 3.1%. The presence of medical instructions about increases the probability of buying iodized salt by at least 10 %, while with an increase in the age of the Respondent by 10 years, the probability of buying increases by an average of 5.7%.
Conclusions. The low effectiveness of one-time events to inform the population about healthy nutrition and a healthy lifestyle is shown, and the need for regular informing the population about the health benefits of enriched products is justified. The high importance of personal medical recommendations is established. The influence of gender and age characteristics of the population on consumer choice is estimated. A target group of the population has been identified for priority informing about the need to increase the content of iodine in the diet to reduce the incidence of diseases of the endocrine system.