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The purpose of this paper is to examine the underlying mechanisms of how consumers respond to health-claim framing via experimental design.

Across the two experiments conducted for this research, the authors examine the moderating effects of self-perceived health status and individuals’ need for cognition on health-claim framing.

The results indicate that personal differences moderate the effects of health-claim framing on consumers’ food-product evaluation. Consumers with poor health status evaluate food product more favorably when the reduced-disease-risk claims are offered. However, consumers with good health status evaluate food product similarly between the two health claims. Moreover, consumers with a high need for cognition evaluate food product more favorably when the reduced-disease-risk claims are used, whereas consumers with a low need for cognition evaluate food product more favorably when the enhance function claims are used.

This research provides that reduced-disease-risk claims may be the better communication message used to persuade consumers no matter they rate themselves as poor health status or good health status. Moreover, the results of the present research also indicate the importance of market segmentation. Marketers could design proper advertisements and select the appropriate media vehicles for low need for cognition readers and high need for cognition readers separately.

There has been few studies addressed consumers’ product choice with respect to different health-claim framing. Further, this research presents a new concept of the effects between individual differences and health-claim framing on consumers’ food-product evaluation.

The aim of this study is to identify and explore consumer preferences and information needs regarding the simultaneous communication of risks and benefits associated with food consumption. The focus is on the net health impact of risks and benefits on life expectancy, quality of life, and disability adjusted life years (DALYs).

Focus groups were conducted in four countries (Iceland, The Netherlands, Portugal, UK). All sessions were audio‐taped, transcribed and content analyzed.

Current risk‐benefit communication is perceived as “asymmetrical”, confusing, and often distrusted. Participants expressed a preference for more balanced and scientifically derived information. Information about the net health impact on both life expectancy and quality of life was found to be meaningful for food decision making. DALYs were thought too complicated.

Findings confirm the importance of incorporating consumers' viewpoints when developing communications about risk and benefits. The results provide insights into potential issues related to the communication of risk and benefit information. The limitations of the qualitative approach adopted in this study suggest that further research utilizing nationally representative samples is needed, which may explore additional metrics to communicate net health effects to consumers.

Common measures for assessing both risks and benefits are expected to facilitate the communication of the results of risk‐benefit assessment as part of risk analysis. However, research incorporating consumers' perspectives on this issue is scarce. A better understanding of how consumers perceive these measures may promote the development of more effective integrated risk benefit communication.

With multiple theoretical traditions, diverse topical landscape and rapid regulatory advancements galvanising the ongoing discourse, the emergent marketing scholarship on healthy and unhealthy food and beverages (F&B) has become exhaustive, fragmented and almost non-navigable. Accordingly, this study aims to synthesise and trace two decades of research focused on healthy and unhealthy F&B marketing.

This study conducts a bibliometric analysis of papers published between 2000 and 2020. The data was retrieved from Web of Science (WoS) and Scopus, yielding 338 papers for final analysis. Using VOSviewer software and the Biblioshiny package, the authors performed a detailed bibliometric analysis comprising performance analysis and science mapping.

The study delineated the contribution, theoretical and thematic structure of healthy and unhealthy F&B marketing scholarship. The authors also mapped the evolution trajectory of the thematic structure, which helped us contemplate the research gaps.

By delving deeper into the “who”, “where”, “how”, “what” and “when” of healthy and unhealthy F&B marketing, the study enhances the current understandings and future developments for both theorists and practitioners. However, the selection of literature is confined to peer-reviewed papers available in WoS and Scopus.

The findings delineate the existing scholarship which could guide F&B marketers and policymakers towards designing consumer-centric marketing/policy interventions.

To the best of the authors’ knowledge, this study is the first to perform a bibliometric analysis of healthy and unhealthy F&B marketing, likely to provide valuable guidelines for future scholars, policymakers and practitioners.

The interest of food consumers in improved quality, healthiness, freshness, and authenticity results in a growing introduction of new food products featuring a variety of “positive” (e.g. “Enriched with Vitamin D”) and “negative” (e.g. “Low in Fat”) label claims. It's the goal of this paper to uncover how the presence of positive and absence of negative benefits or attributes balance in the minds of consumers, determine which label claims would have the greatest impact on consumers' intention to buy milk, and understand the role of stating these in either a positive or a negative frame.

To achieve the objectives of this paper, we utilize (1) descriptive study to identify which claims are currently used by the dairy marketing practitioners, (2) focus group to identify the importance of positive and negative product claims, and (3) online survey including discrete choice experiment (DCE) to determine the effect of positive and negative claims on consumer food choices.

We provide evidence of negative bias in consumers facing the choice between foods with enriched positive ingredients vs foods that are free-from negative ingredients. Specifically, we find that consumers have a general tendency toward giving negative attributes more weight than positive ones.

The research was conducted in one food category.

This research should encourage food marketers to include more positive statements about their products rather than the current focus on negatives such as no GMOs or no hormones. the authors understand these negative attributes need to be made but there should also be positive attributes.

Consumers will get a total picture of the product values and not skewed to one point.

The concept of negative bias has not be adequately explored in the food category on product labels.

The purpose of this paper is to examine how the purchase intention of functional food is influenced by the perception of carrier-ingredient fit, that is, to what extent the carrier product and functional ingredient are intuitively perceived to be matched, and how such influence is moderated by consumers’ prior nutrition knowledge and provided health claim.

Through two phases of experimental studies on 30 hypothetical functional foods, this paper analyzed the relationship between perceived carrier-ingredient fit and purchase intention which were reported by participants with different nutrition knowledge levels and in conditions that differed in the content of health claim.

Phase 1 (n=62) found that the positive influence of perceived fit on purchase intention of functional products was moderated by one’s prior nutrition knowledge; compared to those knowledgeable in food/nutrition fields, consumers with less knowledge relied more heavily on the perceived carrier-ingredient fit when making purchase decision. The results of study 2 Phase 2 (n=93) revealed that the perceived fit was more important to predict purchase intention in the condition without health claim. A further analysis revealed that health claim increased the purchase intention particularly for functional foods receiving poor perceived carrier-ingredient fit.

For innovative functional foods, the product development and market penetration may be benefit from fine-grained segmentation and positioning strategies that are based on the understanding of interaction between intuitive perception and cognitive knowledge.

The present work highlights consumers’ perception of the carrier-perception fit, interacting with nutrition knowledge and health claim, as a critical factor determining the acceptance of functional foods.

This study aims to investigate whether nutrition knowledge impacts on the credibility and purchase behaviour of foodstuffs that make health claims.

The UCD Food and Health Survey is a monthly online survey, which began in November 2008. In March 2009, participants were asked a series of questions pertaining to nutrition and health claims and 665 completed questionnaires were included for analysis. Participants' level of nutrition knowledge was measured using a combined and modified version of Parmenter and Wardle's General Nutrition Knowledge Questionnaire (1999) and that of Hawkes and Nowak (1998). Perceived credibility was gauged using a semantic differential scale and the questionnaire was designed to also assess participants' purchasing behaviour of functional foods.

Females scored significantly higher than males for nutrition knowledge (p=0.004) but there was no significant difference in nutrition knowledge between age groups. “Reduces feelings of hunger” was deemed the most credible claim. With the exception of “This yogurt drink will strengthen your bones and teeth”, there was no difference in credibility between high and low nutrition knowledge groups. Health claims were more credible to participants when found on yogurt and breakfast cereal when compared with pasta and chocolate. Products claiming to reduce cholesterol were purchased more in the previous month than any of the other products and the same product was purchased statistically more often by those participants in the older age group.

A limitation of this study was that the panel were younger and more formally educated than the general public. They were also more likely to be female. The gender bias may be because the survey was food and health‐based and therefore may not have appealed to men as a more generally themed survey might have done. The results of this study should be considered therefore with this limitation in mind.

People do not consider products with health claims to be a uniform category of foodstuffs and participants' level of nutrition knowledge does not have a significant impact on their behaviour towards products carrying health claims.

Knowledge of nutrition does not impact on people's reactions to products with health claims and different foods demonstrate different levels of credibility as carriers for health claims.

This study aims to examine functional foods, a relatively recent development in the food industry, from the perspective of consumer decision-making. It deals specifically with consumers’ attitudinal dispositions towards such products and seeks an overall comprehension of the elements of decision-making factors that precede their purchase.

This exploratory work methodologically uses several elements of a grounded theoretical approach, in-depth interviews with consumers (and food industry experts) and, more importantly, the constant comparative method of analysis.

The analysis indicates that three levels of decision-making processing form consumers’ final functional food choices in either affirmative or negative ways. At the abstract level, consumers position functional foods within their food system. A “benefit negotiation” process acts as the central route of decision-making. Finally, during the “appraising” stage, a representation of each functional food is built. This representation should not be perceived as a rigid one as it can be influenced by personal characteristics, marketing activities and, more importantly, monetary considerations.

The paper proposes a decision-making framework that takes choice issues into consideration. It builds on (connecting and challenging) some of the existing consumer literature on functional foods. The findings indicate the dynamic nature of consumers’ decision-making which is shaped by motivational and other personal factors. The study identifies the concept of perceived efficacy of such foods, a concept discussed widely in previous literature, as a subordinate aspect when compared to consumers’ consumption motivation, perceived importance and perceptions of pricing. The paper discusses the implications for theory, research and practice.

The purpose of this paper is to fulfil gaps in knowledge regarding food packaging practices in Southeast Asia by examining the informational content of food labels on a variety of packaged foods.

Using local and imported food products found in supermarkets in Singapore, a quantitative content analysis of food label claims in a wide range of packaged food products was conducted. A codebook was developed to capture the attributes of the food labels and claims, content categories, product names, food categories, sources of manufacture and countries of brand origin. The three main regions of analysis of country of manufacture were the USA, European Union (EU) and Southeast Asia.

Analysis of food products manufactured in five Southeast Asian countries revealed the presence of various claims in food products, and a number of specific claims exceeded the percentages found in products from the USA or EU. The results showed that a significant proportion of products from Southeast Asian countries display nutrient content and nutrient function claims, as well as general marketing claims and non-nutrient claims. However, there were variations in practice amongst the five Southeast Asian countries.

The sample was limited in being collected from one geographic location. Future research needs to expand data collection both geographically and longitudinally.

The findings are valuable for the national health authorities in addressing policies on food package labelling, and homogenization efforts pertaining to regional/international labelling policies. These in turn could influence food marketing practices.

The findings are useful in crafting educational programming and guidelines for health and nutrition education.

This research is the first to explore food labelling practices in multiple Southeast Asian countries and compare them cross-sectionally with EU and US practices.

The purpose of this study is to determine whether reported nutritional knowledge and the acceptance of benefit claims for a fresh produce item is related to changes in preference in order to provide food marketers insight and guidance into giving consumers more information to change beliefs and preferences, using health‐benefit claims to position their brands as offering ingredients, e.g. Lycopene which may prevent serious illnesses such as heart disease and cancer.

The sample was drawn from an internet panel maintained by Markettools, Inc, a respected market research company in the USA. A total of 594 respondents were surveyed. Besides demographic questions, respondents were asked about their knowledge of nine nutrients. Basic nutrient knowledge was estimated through a one‐sample t‐test tested against a value of two on a 1‐4 scale. Respondents evaluated eight benefit statements regarding the health benefits of mushrooms. After reading each statement, respondents indicated their likelihood of purchasing fresh mushrooms and were asked about the believability, favorability, and uniqueness of each statement.

The results indicate that health‐related food benefit claims are better accepted by female respondents who claim to be nutritionally knowledgeable and who are older. Three hypotheses related to nutritional knowledge and beliefs showed that knowledge and beliefs have an effect but the effect varied by nutrient and nutrient cluster. In particular, knowledge of esoteric nutrients such as Pantothenic Acid was associated with acceptance of health‐related claims.

Food marketers are spending millions of dollars/pounds/euros on informing people of the nutrient content and health benefits of their foods. However, this money can be better spent if one first understands the existing levels of nutritional knowledge and the specific nutrients that motivate change in preference or buying intention.

This paper builds on the existing body of knowledge using additional statistical techniques to cluster nutrients and to provide a demonstration on a fresh produce food group not currently investigated in the literature. It suggests that food marketers need to gather more information on their consumers to target their health and nutrition message to the proper (more receptive) audience.

In recent years, consumers have developed an interest in the type and the quality of food they eat. As consumers’ opinion is very important in identifying development strategy for food industry it seems justified finding out if geographical region had an influence on consumers’ opinion. Furthermore, this is the topic that is still under researched. The purpose of this paper is to investigate consumers’ perception of functional food (FF) relative to geographical region.

Questionnaire based survey was conducted on a representative national sample with participants aged 18 and older (n=687). Participants were divided according to their place of residence taking into account difference in dietary habits, which created two geographical sets: Coastal (Adriatic) Croatia and Continental Croatia. Data were analyzed using univariate statistics and multivariate analysis as exploratory factor analysis, cluster analysis and principal component analysis.

The results indicate that Croatian consumers are familiar with the term “FF” and that there are significant differences between two geographical sets of respondents (Coastal Croatia and Continental Croatia) in their willingness to pay for FF. Furthermore, research showed that there is a general lack of confidence in the information provided on the product labels especially in the continental region. The results have shown that “taste” and “price quality ratio” are the most important features in choosing the FF and are equally important to the consumers’ in both geographical region.

Research results indicate a need for development of consumers’ confidence and need to focus mainly on educating consumers in label comprehension. This is particularly true for the Continental Croatia. Targeted advertising should take into account consumers’ preferences, confidence and label comprehension according to their geographical regions.

The case study represents consumers’ opinion coming from different geographical regions (Coastal Croatia and Continental Croatia) regarding FF. In this research the most important attributes in choosing the FF were extracted.