Healthy Lifestyle as a Factor of Consumer Choice on Non-alcoholic Beverages Market

New tendency for healthy lifestyle has become more popular in the last decade. This paper is devoted to studying the factors of consumer choice for non-alcoholic beverages and determining the healthy lifestyle as one of them. The data was obtained from the survey conducted in 2017 among Moscow students. 100 people of the age between 18 and 23 were interviewed. The first chapter introduces the theoretical framework for consumption of non-alcoholic drinks and examines the underlying factors. It also provides literature review on the subject. Some of the works examined in the review also consider the medical aspect of the theme. The second chapter consists of a theoretical model and the description of the sample. The chapter contains the description of survey results. The conclusion part summarizes the work done. It rejects the hypothesis about the impact of healthy lifestyle importance for people on their choice of good soft drinks. The underlying motives are also provided. The appendix part consists of the survey questionnaire and the results of econometric calculations. All the calculations were conducted by means of statistical package Stata.