From Claims to Choices: How Health Information Shapes Consumer Decisions in the Functional Food Market

Abstract

The current study examines the impact of health claims on consumer preferences and willingness to pay (WTP) for functional snack bars, focusing on anti-inflammatory and antioxidant properties. Through an experimental auction involving 175 participants, this study investigates how providing clear information on product health benefits influences consumer interest and WTP while analysing the role of individual health consciousness (HC) in shaping these preferences. The results indicate that detailed health claims positively affect consumer WTP for functional snack bars compared to standard options. Although both anti-inflammatory and antioxidant claims attract consumer interest, no significant difference in WTP was observed between the two, suggesting similar perceived value for these distinct benefits. However, highly health-conscious consumers demonstrate a stronger preference and WTP for anti-inflammatory options, indicating that HC influences specific health claim valuation. These findings underscore the importance of effective health-related messaging in promoting functional foods and suggest that general health claims may resonate more broadly with consumers than specialised ones. This study’s results enhance the current knowledge on functional foods, especially snack bars, offering valuable insights for manufacturers aiming to implement targeted marketing strategies and public health initiatives focused on promoting healthier dietary choices.

Keywords

• experimental auctions
• WTP
• consumer behaviour
• health claims
• health consciousness
• BDM