Preferences For Food With Nutrition and Health Claims in a Close-To-Realistic Choice Context

Jessica Aschemann, University of Kassel, Germany
Ulrich Hamm, University of Kassel, Germany
In 2007, the EU introduced a regulation on nutrition and health claims on food products in response to the increasing importance of claims. However, to what extent and how European consumers react to claims remains an open question. This study analyses purchase behaviour in a close-to-realistic laboratory choice test. The results show that foods with nutrition and health claims are generally preferred. Determinants of choice are perception of healthiness of the product, extent of information search and credibility of the claim. Participants? behaviour and statements indicate that the premise of designing a close-to-realistic choice context has been met.
[ to cite ]:
Jessica Aschemann and Ulrich Hamm (2009) ,"Preferences For Food With Nutrition and Health Claims in a Close-To-Realistic Choice Context", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 819-819.