Impressions of functional food consumers

Functional foods provide a new way of expressing healthiness in food choices. The objective of this study was to apply an indirect measure to explore what kind of impressions people form of users of functional foods. Respondents (n=350) received one of eight versions of a shopping list and rated the buyer of the foods on 66 bipolar attributes on 7-point scales. The shopping lists had either healthy or neutral background items, conventional or...