The credibility of the effects of functional food products and consumers’ willingness to purchase/willingness to pay– review

The credibility aspect of any food product is important in order to find and keep consumers, which is especially true for functional foods. Market success of these products depends mostly on the credibility of their beneficial effects on health. The aim of this literature review was to identify aspects that make the positive health effect of a functional product credible for consumers. Based on the established connection between purchase...