The credibility of the effects of functional food products and consumers' willingness to purchase/willingness to pay- review.

The credibility aspect of any food product is important in order to find and keep consumers, which is especially true for functional foods. Market success of these products depends mostly on the credibility of their beneficial effects on health. The aim of this literature review was to identify aspects that make the positive health effect of a functional product credible for consumers. Based on the established connection between purchase intention and credibility, articles have been collected, summarized and restructured. Research papers have been analyzed through a two-step selection process. From 1724 studies, 54 were selected to discuss the above mentioned topics. It has been found that most of the studies focus on the credibility of health claims, while those exploring the connection between different kinds of product attributes and the credibility aspect of functional food products are rare. It is believed that other features can significantly affect this aspect and it is strategically important to know these factors influencing credibility. The literature analysis showed that willingness to purchase functional products is influenced by sensory and non-sensory-characteristics of the product, while willingness to pay is affected for example by consumers' trust in functional foods. On the issue of what influences the credibility of the health benefits of functional products, ambiguous information was found. While one of the most important factors influencing acceptance of functional foods is credibility of information, other researchers' results show no direct significant relationship between credibility of health claims and willingness to purchase. Credibility of health effect is also influenced by the base product and the carrier ingredient, the source of information, the product design and cultural roots of a country.

Plasek B ，Temesi Á 《-》

I Believe It Is Healthy-Impact of Extrinsic Product Attributes in Demonstrating Healthiness of Functional Food Products.

Plasek B ，Lakner Z ，Temesi Á 《-》

Consumers' purchase decisions for products with nutrition and health claims: What role do product category and gaze duration on claims play?

Labeling food packages with nutrition and health claims is a widely used practice. This study aims to contribute to the literature by examining the gaze and purchase behavior of consumers regarding food products with nutrition and health claims. A close-to-realistic purchase situation with three-dimensional food packages with nutrition, health, and taste claims was simulated while the participants' eye movements were measured using head-mounted eye tracking glasses. In the purchase situation, two food categories with differing perceived healthiness were offered, orange juice and milk chocolate. In total, 156 consumers participated in this study which was undertaken in Germany. The findings indicate that each claim was noticed by at least 85% of the participants and health claims were looked at longer than nutrition or taste claims. Furthermore, when compared to other participants, the longer a participant looked at a specific claim, the more likely the participant was to purchase the respective product. Even though the product category had no effect on the gaze duration on claims, it affected the purchase behavior. Nutrition claims were preferred for orange juice while taste claims were preferred for milk chocolate. Health claims were preferred for neither. Marketers can benefit from this study, as it shows the gaze duration on claims influenced the purchase likelihood. Another important finding is that there are great differences between product categories regarding the type of claim consumers prefer.

Steinhauser J ，Janssen M ，Hamm U 《-》

Health Innovation in Patty Products. The Role of Food Neophobia in Consumers' Non-Hypothetical Willingness to Pay, Purchase Intention and Hedonic Evaluation.

Kallas Z ，Vitale M ，Gil JM 《-》

Determinants of intention to reduce salt intake and willingness to purchase salt-reduced food products: Evidence from a web survey.

To study consumers' intention to reduce their dietary salt intake and willingness to purchase salt-reduced food products, as well as the determinants of these, this research relies on data collected through a web survey of 1030 participants in Denmark. The majority of respondents (66.8%) express no intentions to change their dietary salt intake, but 12.6% indicate such intentions, and 20.6% claim to have already implemented a change. Willingness to purchase salt-reduced food products is high but varies across product categories, ranging from 52% for olives to 72% for meat spreads. Personal and social norms reveal the strongest influences on intention to change dietary habits, whereas personal norms, knowledge, and awareness of health consequences exert the strongest influences on willingness to purchase salt-reduced food products. These results suggest that most consumers are willing to purchase salt-reduced food products, even without having a salt reduction goal. These results are relevant for stakeholders and policy makers, as evidence of how consumers respond to salt-reduced food products and their intention to lower their dietary salt intake.

Mørk T ，Lähteenmäki L ，Grunert KG 《-》