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Amaranth leaves which are an excellent source of calcium, iron, β‐carotene and protein, grow as a weed during the rainy season in Haryana State. This study aims to incorporate nutrient dense dried amaranth leaves powder in products commonly consumed in Haryana State, India.

Fresh amaranth leaves were dried at 50 ± 5 ^○C. The products like biscuits, mathi, matar and sev commonly consumed in Haryana State, were prepared using 5 per cent dried amaranth leaf powder. Amaranth leaf powder was not added in the products which served as control. The nutrient composition of the prepared products was analysed. The nutrient composition of control and supplemented products was compared.

The supplemented products like biscuit, mathi, matar and sev had significantly higher protein, fat, ash and fibre contents as compared to their control. The total soluble sugar, reducing sugar and non reducing sugar content of supplemented biscuit was significantly higher than control biscuit. The phytic acid and tannin content significantly increased and in vitro protein and starch digestibility significantly decreased in all the supplemented products as compared to their respective controls. Supplemented biscuit had about one and a half times higher Ca and supplemented mathi and matar had double the amount of Ca than their respective controls. The increase in Mg, Fe and Zn content in all the supplemented products was significant.

Amaranth leaves are abundantly available during the rainy season, and can be successfully incorporated in commonly consumed food products without adding any extra cost.

Amaranth leaf powder supplemented products are a very good source of protein, fibre, calcium and iron. Consumption of such value added products may contribute in improving the nutritional status of the population especially the vulnerable section.

Policy instruments are specific policies – policy content, which is associated not just with policy texts, but also with how they are negotiated and practised (Dolowitz & Marsh, 2000; Fimyar, 2008). In the context of Bologna, policy instruments are Bologna action lines (such as the credit system, the study cycles, etc.).

This Chapter explains the development of the Bologna instruments in Ukraine until 2014 through the interaction of the policy continuity and change. In particular, I review how the development of the Bologna instruments in Ukraine was triggered and guided by the Bologna action lines, as well as by the old national higher education policies. I look at the cases of four Bologna instruments. They are the system of credits, the study cycles, the diploma supplement and quality assurance. All of these instruments have been developed through the reconfiguration of the pre-Bologna policies, which were chosen by the Ministry to represent these instruments. Namely, the national module system became the basis for the Bologna system of credits. The pre-Bologna education-qualification and scientific cycles made a foundation for the Bologna study cycles. The old national diploma supplement was a reason for the delay in dealing with the Bologna diploma supplement, given that a diploma supplement existed. The national diploma supplement was taken as the Bologna instrument even though their structure and content differed. Apart from this, the pre-Bologna higher education quality assurance policies started representing the Bologna quality assurance instruments at the outset of the reform in Ukraine.

The examination of these four cases of policy instruments shows that their development began with a mere change of labels for the old policies and proceeded with building up innovations to gradually alter the old national higher education policies.

This study aims to examine the effects of risk disclosure and call to action (i.e. encouraging individuals to consult a health provider before they make any purchase decision) on young adults’ cognitive and behavioral responses to dietary supplement advertising.

A 2 (risk disclosure: absence vs presence) × 2 (call to action: absence vs presence) between-subjects online experiment was conducted with 124 college-attending young adults.

Including risk disclosure in probiotic supplement advertising increased young adults’ perceived message credibility, intentions to ask a medical doctor and sense of confidence in decision-making. The addition of call to action in probiotic supplement advertising improved perceived message credibility, trust in advertised brand, favorable attitude toward brand, intention to ask a medical doctor and purchase intention; however, a significant joint effect was not found between risk disclosure and call to action.

Although risk disclosure and call to action are significant techniques in pharmaceutical and health-care marketing, they have been overlooked by both research and practice of dietary supplement marketing. This study closes this gap by providing empirical evidence to generate a clear idea about the benefits of including risk disclosure and call to action in dietary supplement advertising.

Describes self‐reported dietary supplement use among elderly people in the UK and explores the association between supplement use and socioeconomic, physical and dietary factors. A three‐phase survey incorporating face‐to‐face interviews, self‐completed four‐day dietary diaries with a food frequency questionnaire and follow‐up face‐to‐face interviews took place in urban Nottingham and rural Nottinghamshire, Lincolnshire and Leicestershire. A total of 957 elderly people (aged over 65) were randomly selected from general practitioner lists. A total of 36 per cent of the urban respondents and 41 per cent of rural respondents were taking at least one dietary supplement. Respondents who did not smoke were of a higher social class and had more qualifications were the most likely to take supplements. Fish oil was the most commonly taken supplement, followed by multivitamins, garlic tablets and vitamin C. The mean dietary intake of all respondents was above the reference nutrient intakes (RNIs) for nutrients studied. The diets of supplement users, excluding nutrients derived from supplementation, contained more iron, vitamin C, fibre, folate and oily fish than non‐users. Dietary supplement usage is widespread among the UK elderly, although supplement users within this sample do not appear to have diets which warrant supplementation to meet RNIs in the nutrients studied. Many advantages are, however, reported of consuming fish oils, garlic and higher intakes of anti‐oxidants.

The purpose of this study is to analyze the factors affecting consumer`s intention to buy food supplements during COVID-19 pandemic using the expanding theory of planned behavior model. The variables of perceived information quality, trust and anxiety are integrated in the model of this study.

A total of 553 valid questionnaire responses were collected via an online survey in the epicenter of the pandemic in Indonesia, such as Jakarta and surrounding cities. To evaluate the causal links between latent variables, structural equation modeling was adopted using LISREL software. Before the research hypothesis had been tested, validity and reliability analysis was carried out to make sure the measurement can be used.

The findings indicate that perceived information quality influences trust and anxiety, and then both of them influence attitude toward food supplements. Moreover, the intentions to buy food supplements are determined by the consumer`s attitude.

This study assumes all consumers have similar access to information because they are living in the greater Jakarta. Nevertheless, in fact, the access of information is not similar between age groups and locations. Future research may wish to differentiate evaluations of a full-information group from those of the limited-information groups.

This study provides a model of consumers` buying intentions toward food supplement products in the time of a health crisis such as the COVID-19 pandemic as a novelty. The implications of this study provide meaningful direction for marketing decisions and policy interventions in developing food supplement industries.

The purpose of this paper is to examine the impact of supplement form and dosage level on consumers’ perceptions of dietary supplement efficacy.

The authors draw upon literature on dietary supplements and accessibility–diagnosticity theory to derive their hypotheses. Hypotheses are tested through two experiments that use a 2 (supplement form: single-ingredient [SI] vs multi-ingredient [MI]) × 2 (dosage level: low vs high) factorial design.

The findings show that consumers perceive that lower dose MI supplements are more effective than lower dose SI supplements, consistent with a “more is better” heuristic. In contrast, under high doses, the supplement form effect is insignificant; that is, MI and SI supplements are perceived to be comparable in terms of efficacy.

Dietary supplements are not regulated the same way as prescription drugs. Consumers often draw inferences about supplement efficacy based on their perceptions rather than objective evidence. This may leave consumers vulnerable to potentially harmful consequences. This research has implications for designing supplement marketing efforts and public policy, which could help consumers to make informed choices when purchasing dietary supplements.

A growing awareness of the importance of maintaining a healthy lifestyle has motivated consumers of all ages to consider alternative remedies, most notably using dietary supplements. Past research offers little insight into understanding consumer reactions to dietary supplement form such as SI and MI supplements and their dosage levels. The studies reported here address this gap in research. Public policy and marketing implications are also discussed.

Dietary supplements have been subject to considerable criticism because of their lack of regulation and questionable claims; yet, research indicates that consumers who are more health conscious are more likely to use supplements because the products are associated with preventive health behaviors. This research aims to examine whether consumers’ familiarity with supplement advertising or their level of health consciousness significantly affects their attitudes toward three different types of dietary supplements. It also assesses whether advertising familiarity and health consciousness are related to perceptions of supplement price.

This paper used a point-of-purchase approach and collected data at a nationwide supplement retail store in a major metropolitan area in the southeast, resulting in a final sample of 136 consumers. In addition to the survey items, data were collected on a number of demographic factors, including gender, age, marital status, race and education.

Results suggest that health consciousness is significantly related to attitudes toward different supplement types and perceptions of supplement price, but familiarity with supplement advertising is not related.

The results suggest that health consciousness is a significant predictor of attitudes toward different nutritional supplements and the perceived price of supplements, but familiarity with advertising is not a predictor. Implications for marketers and public policy are provided.

While this research informs public policy, it is especially useful for marketers and advertisers of dietary supplements.

The main objective of this study is to assess the applicability and robustness of the information motivation behavioural skills (IMB) model in determining dietary supplement usage of pregnant and breastfeeding women. More specifically, we examine the indirect effects of online social capital and internet use for health information on dietary supplement usage through self-efficacy and the moderating role of educational attainment.

Data was collected from 415 pregnant and breastfeeding Italian women using a self-administered questionnaire. Hypotheses were tested using Hayes's (2013) PROCESS macro for SPSS.

Internet use for health information is directly associated with dietary supplement usage. Online social capital and internet use for health information positively influence dietary supplement usage through self-efficacy. However, the results from moderated mediation analyses show that the mediation effects are moderated by educational attainment so that indirect relationships were stronger among women with a lower level of education than among those with a higher level of education.

Dietary supplement marketers and public health agencies can develop and implement dietary supplement promotional materials and interventions by disseminating information through the internet and social media and by strengthening social ties on online networking sites.

The originality of this study lies in the use of the IMB model as a theoretical framework to examine the mediating role of self-efficacy and the moderating role of education in explaining the mechanism of how online social capital and internet use for health information influence dietary supplement usage.

The purpose of this article is to explore boundaries in marketing and science with respect to labeled claims of herbal products and other dietary supplements.

Supplement manufacturers are allowed to include claims on product labels without meeting an acceptable substantiation standard, as long as such claims are accompanied by an FDA disclaimer statement. While manufacturers are prohibited (though the regulation is often violated) from making specific claims about prevention or treatment of disease, the implied associated health benefits of using dietary supplement products are usually clear from marketed claims. A case example on themes expressed in labeled structure‐function claims for ginkgo biloba is presented to illustrate the issues.

Marketing of product claims is controversial due to differing perspectives about the truthfulness of claimed health benefits and quality of information presented to consumers. Although dietary supplements could have pharmaceutical‐like properties, they are not required to demonstrate safety and efficacy before market availability. The US Food and Drug Administration (FDA) can take action only if supplements are shown to be unsafe after market introduction.

The need for consumer choice, meaningful information and free‐market access to dietary supplements must be balanced with the demands for truth‐in‐advertising and consumer protection from unreliable claims and adverse health events. Marketing and policy implications are described.

The outcome would help increase consumer confidence, while continuing to allow free‐market forces for the dietary supplement industry, to a large extent.