Despite the fast-rising popularity of whey protein sports supplements over recent years, there has been little research to investigate the driving forces behind the consumer choices. Using a consumer dataset collected in Ireland, we applied the ordered Heckman two-stage method to examine the...

Purpose: Following the standard practice of using nutrition claims to denote food functionality, this study empirically explores Chinese consumers’ willingness-to-pay for functional processed meat products by using three nutrition claims (namely “increased calcium,” “containing...