According to new research from the University at Buffalo School of Management published in the  Journal of Retailing , even health-conscious consumers continue to buy some less-healthy foods. The study found that despite the fact that consumers are concerned about healthy eating, junk food still winds up in their shopping carts. What people say they want to eat and what they actually buy aren't always in agreement. As the researchers point out, consumers make tradeoffs on healthy and unhealthy food to varying degrees. The researchers analyzed two years' worth of scanner data across more than 70 stores of a U.S. retailer as well as survey responses from 400 of the chain's shoppers to determine if consumers consciously balanced their health concerns with their actual food purchases. The study divided consumers into three groups using a mathematical model based on their concerns and attitudes: the first group consisted of health-driven shoppers, the second took a mor...