CHAPTER II

Junk Foods: The Influence on the Health

of the Children in Orani, Bataan

Relevant theories

The present study was conceived through Amnon Levy (2002) A Theory of

Rational Junk Food Consumption and Hashemi (2010) A Theory of Random Lifetime

Junk Food Consumption

Levy Theory of Rational Junk Food Consumption explained that, The effect of

junk food on the individual valuation of health is clear. The rationale for the negative

effect of health on the shadow value of health is that when health is more abundant its

value for the individual is less important. That is people attach a higher value to health

when their health condition is bad than when their health condition is good. As can be

seen from Eq. the adverse effects of junk-food consumption and health on the rate of

change of the shadow value of the individual health are amplified by the sensitivity of

health to junk food and moderated by the elasticity of the individual satisfaction from

food consumption. The adverse effect of health on the rate of change of the shadow value

of health is further amplified by the full capacity income which could be obtained by a

perfectly healthy person.

Another theory that has relevance on health of children, who concern is Hashemi

The direct effects of changes in the prospects of survival and the relative price of junk

food on the RLR junk-food consumption are given by differentiating Eq. with respect to
and , respectively. Recalling Eq. These direct effects on junk food consumption affect the

individual’s age-adjusted health at a rate of which, by virtue of Eq also affects junk food

consumption. The full effects of changes in the prospects of survival and the relative

price of junk food on the RLR junk-food consumption are equal to the sum of these

direct and indirect effects can be seen from Eq. and assumptions 1 and 3, the adverse

effect of age on survival has a direct moderating effect on the RLR junk-food

consumption over time. However, this decline in consumption of junk food improves the

individual’s age-adjusted health and hence indirectly changes the RLR junk-food

consumption