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In order to assess the influence of nutritional knowledge on perceived healthiness and willingness to try functional foods, 104 consumers filled out a Nutritional Knowledge Questionnaire and answered a conjoint task. Participants had to evaluate 16 concepts consisting of combinations of carrier products (yogurt, milk desserts, pan bread and mayonnaise) and nutritional modifications (regular product,...
The goal of the present study was to examine factors that influence willingness to buy functional foods. Data were collected from a representative mail survey in Switzerland (n=249). Results suggest that consumers are more inclined to buy functional foods with physiological health claims compared with psychological health claims. Health claims were most positively evaluated when attached to a product...
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