Given the credence nature of functional food attributes labelling plays a key role inallowing consumers to make informed choices about foods with enhanced health attributes.The degree to which a particular jurisdiction permits health claims for food products and the type of allowable health...

Given the credence nature of functional food attributes labelling plays a key role in allowing consumers to make informed choices about foods with enhanced health attributes. The degree to which a particular jurisdiction permits health claims for food products and the type of allowable health...

This paper examines the reference-dependent and labelling effects when consumers make choices about functional foods, and explores how changes in reference points could alter individuals’ preferences. Functional food (probiotic yogurt) and regular food (regular yogurt) are used as examples to...

The global market for functional foods is estimated to be worth about US$33 billion (Hilliam, 2000). Given the information asymmetry inherent in functional foods, labelling information plays a key role in allowing consumers to make informed choices. Understanding consumer choices with respect to...