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Although risk and time preferences are correlated with dietary behavior, evidence from the Global South remains limited. In particular, the role of human\u2010capital risk\u2014distinct from health risk\u2014in shaping dietary choices has not been systematically examined. This study addresses this gap using incentivized lab\u2010in\u2010the\u2010field experiments and 2024 survey data from Mekelle city, northern Ethiopia. A control\u2010function approach accounts for potential health\u2010status endogeneity, Oster's coefficient stability test assesses sensitivity to unobserved heterogeneity, and double Lasso tests the exclusion of insignificant variables while controlling for structural errors. Results show that impatience, impulsivity, and risk aversion are generally negatively associated with demand for healthy dietary components, although associations vary by outcome. Risk\u2010averse subjects report stronger healthy\u2010eating intentions but exhibit comparatively lower observed investment in healthy foods, consistent with concerns about human\u2010capital risk.<\/jats:p>","DOI":"10.1002\/hec.70146","type":"journal-article","created":{"date-parts":[[2026,8,8]],"date-time":"2026-08-08T16:44:27Z","timestamp":1786207467000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Time Preferences, Risk Preferences and Choices of Healthy Diet: Evidence From Mekelle City, Northern Ethiopia"],"prefix":"10.1002","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-0739-0710","authenticated-orcid":false,"given":"Taddese","family":"Mezgebo","sequence":"first","affiliation":[{"name":"College of Business and Economics Mekelle University  Mekelle Ethiopia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Zenebe","family":"Gebreegziabher","sequence":"additional","affiliation":[{"name":"College of Business and Economics Mekelle University  Mekelle Ethiopia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4144-1190","authenticated-orcid":false,"given":"Haftom Bayray","family":"Kahsay","sequence":"additional","affiliation":[{"name":"College of Business and Economics Mekelle University  Mekelle Ethiopia"},{"name":"Department of Food and Resource Economics (IFRO) University of Copenhagen  Copenhagen Denmark"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5321-7666","authenticated-orcid":false,"given":"Abrha Megos","family":"Meressa","sequence":"additional","affiliation":[{"name":"College of Business and Economics Mekelle University  Mekelle Ethiopia"},{"name":"Faculty of Environmental Science and Natural Resource Management Norwegian University of Life Sciences (NMBU)  \u00c5s Norway"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9029-8207","authenticated-orcid":false,"given":"Lemlem Weldegerima","family":"Gebremariam","sequence":"additional","affiliation":[{"name":"College of Health Sciences Mekelle University  Mekelle Ethiopia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7164-5522","authenticated-orcid":false,"given":"Valentino Marini","family":"Govigli","sequence":"additional","affiliation":[{"name":"Department of Agriculture and Food Sciences Alma Mater Studiorum University of Bologna  Bologna Italy"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0809-4844","authenticated-orcid":false,"given":"Marco","family":"Setti","sequence":"additional","affiliation":[{"name":"Department of Agriculture and Food Sciences Alma Mater Studiorum University of Bologna  Bologna Italy"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2026,8,8]]},"reference":[{"key":"e_1_2_11_2_1","doi-asserted-by":"publisher","DOI":"10.1037\/xge0000675"},{"key":"e_1_2_11_3_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jhealeco.2008.05.011"},{"issue":"6","key":"e_1_2_11_4_1","first-page":"9","article-title":"A Review on Nutritional Values and Health Benefits of Teff (Eragrostis Tef) and Its Product (Injera): Evidence From Ethiopian Context","volume":"5","author":"Asha A. 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