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Consumer Behaviour of Purchasing Biofortified Food Products

Giuseppe Timpanaro (), Claudio Bellia (), Vera Teresa Foti () and Alessandro Scuderi ()
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Claudio Bellia: Department of Agricultural Food and Environment (Di3A), University of Catania, Via Santa Sofia 98, 95126 Catania, Italy
Vera Teresa Foti: Department of Agricultural Food and Environment (Di3A), University of Catania, Via Santa Sofia 98, 95126 Catania, Italy
Alessandro Scuderi: Department of Agricultural Food and Environment (Di3A), University of Catania, Via Santa Sofia 98, 95126 Catania, Italy

Sustainability, 2020, vol. 12, issue 16, 1-14

Abstract: In light of increasing attention on biofortified products from the institutional, scientific and industrial worlds, we investigate consumer knowledge, consumer choice, the relationship between consumer choice and lifestyles, willingness to pay, and factors influencing consumer groups regarding biofortified foods. Complicating the matter is the lack of a clear definition of biofortified foods in the last proposal of the Codex Alimentarius Commission dated 26 November 2018. Research has shown the importance of market information and variables related to lifestyle, socio-demographic characteristics, knowledge of nutritional principles, and diet, to understanding consumers’ purchase and consumption choices regarding biofortified products. Our research shows that at present the potential consumer of biofortified food products is generally confused and uninformed, conditions that, even when there is a high willingness to pay, limit purchases of biofortified products. Even in the absence of a concise definition and clear labelling at a globally recognized level, in Italy biofortified products are increasingly widespread (products biofortified with selenium, iodine, etc.), confirming consumer demand for this category of product.

Keywords: functional food; health; tomato; claims; GMOs (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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