Purpose – To investigate, analyse and identify the reasons for contradictory conclusions in past studies of country of origin (COO) influences on buyers' beliefs and purchase intentions. Design/methodology/approach – A review of 96 published studies, discussions and commentaries, with...

Builds on past studies in the USA and assesses the market potential for functional goods through investigating consumer needs and attitudes. Aims to add to past research through: assessing consumer knowledge and beliefs on nutrition and diet‐health relationships; analysing the influence of...