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Few areas of consumer behavior rival the importance of eating. Americans spend over $750 billion each year for food, nearly 15 percent of total expenditures (US Department of Commerce 2001). Moreover, eating in most cultures is strongly associated with morality in that most religions have normative beliefs about what to eat, when to eat, and how much to eat. The historical connection between morality and eating has received renewed attention recently (Rozin 1999), perhaps because of growing health problems associated with over-eating. Over the past few decades, obesity has increased dramatically in developed countries such as the US contributing to a variety of negative health conditions (Must et al. 1999). Some have referred to this trend as an obesity epidemic, and have warned that strategies for weight control need to receive a greater public health priority (Mokdad et al. 1999). This paper measures eating guilt and tests a model of its antecedents and consequences using structural equations. The model test serves both to assess the validity of the scale and to provide substantive insights regarding the role of guilt in consumer behavior. Despite extensive research into the role of guilt in eating disorders, guilt about food has not been widely studied relative to food consumption in a healthy population.