Consumer behavior and healthy food consumption: quasi-natural experimental evidence from Chinese household participation in long-term care insurance

There is a strong link between consumer behavior and healthy food consumption. However, how to narrow the gap between consumption intentions and actual healthy food consumption is still under discussion.This study takes Chinese families as the research object, based on the family participation in long-term care insurance (LTCI) policy, and constructs an analytical framework including healthy eating behavior, food consumption, and insurance system to discuss how to narrow the gap between consumption intention and actual healthy food consumption. In addition, the intermediary role played by the risk prevention mechanism is also analyzed. Based on data from the China Health and Nutrition Survey (CHNS), this study uses a difference-in-differences analysis framework to empirically examine the impact of changes in consumption behavior on healthy food consumption after households participate in the LTCI pilot.The research results show that implementing LTCI can increase the frequency of healthy meal preparation methods by 0.045 units and the frequency of not including processed foods in the meals of households participating in the policy by 0.033 units compared with households that do not participate. The daily meal quantity is increased by 0.198 (converted to 1.219 grams), and 0.198 units increase the healthy food consumption structure. This conclusion holds under a series of robustness tests. Mechanism test shows that LTCI affects healthy food consumption through risk prevention mechanisms. The impact of the LTCI policy will also not be affected by similar competitive policies. The heterogeneity test further proves that LTCI policies are more likely to increase healthy food consumption among urban households, larger households, and households employed in private enterprises. Based on these findings, it is recommended that families participate in LTCI to reduce the financial stress faced by families due to illness and care needs while increasing the demand for and consumption of healthy foods. The findings also provide a valuable reference for current policy formulation on improving family dietary quality in China.