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Functional ingredients and food choice: Results from a dual-mode study employing means-end-chain analysis and a choice experiment

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  • Michail Bitzios
  • I. Fraser
  • J. Haddock-Fraser
In this paper we present the results of a choice experiment (CE) conducted to examine how the inclusion of a functional ingredient (to increase the quantity and effectiveness of fibre) affects consumer attitudes towards bread. An novel feature of the design of our CE was that it was informed by a means-end-chains (MEC) to reveal key attributes to be included in the CE. In addition, we included the Dutch eating behav- iour questionnaire (DEBQ) to collect information on all participants underlying eating behaviours. We find that bread type is a major factor in determining choice, and that the inclusion of a functional ingredient yielded relatively small measures of value. We also find that there are differences in willing- ness-to-pay (WTP) between respondent segments and that segment membership is explained by the DEBQ information. Finally, we find that respondents have a stronger preference for a simple health statement compared to, or in addition to, the implied benefits that result from consuming a functional food product. These findings are important in informing both pricing and promotional messages for a functional bread product.
Original languageEnglish
Pages (from-to)715-725
Number of pages11
JournalFood Policy
Issue number5
Publication statusPublished - Oct 2011

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