An Investigation of Factors Influencing Consumer Responses To Health-Related Food Product Claims

The purpose of this study was to investigate the ability of general versus specific health-benefit claims in increasing consumer purchase intentions for a widely consumed vegetable, fresh mushrooms. The results indicate that specific claims work better with well-known versus lesser-known nutrients. Also, consumers’ knowledge about a nutrient increases the effectiveness of nutrientbased health claims. Limitations of the study are the use of a sample drawn from an Internet panel and the lack of visual stimuli in the survey.