en Nutrition Nutrition Editorial Editorial in the past 40 years there has been drastic increase in the prevalence of obesity worldwide (1). This rapid increase in the prevalence of obesity is not a matter of physiologic or metabolic alteration within people. Thousands of scientific papers are published each year indicating that pharmaceutical companies are working to find possible money making antiobesity agents. Increasing in the prevalence of obesity across all age groups, ethnicity and socioeconomic levels shows that factors outside of individuals need to be considered (2). Indeed remarkable changes in the food environment have increased access to foods (3). Portion size of food has increased and variety of foods available in marketplaces has been greatly changed (4) and the food industries introduce hundreds of new products each year and they use various techniques to influence consumer behaviour (2). Eating behaviour, Conscious choice 1 2 http://nfsr.sbmu.ac.ir/browse.php?a_code=A-10-82-2&slc_lang=en&sid=1 Mohsen Maddah 10031947532846003200 10031947532846003200 Yes PhD in Nutrition, Faculty of Health, Guillan University of Medical Sciences, Guillan , Iran