The Effect of Variety Seeking on Willingness to Pay Functional Food

Abstract

What makes consumer pay willingness to try functional foods? Many studies have discussed on reasons behind it, but rarely take variety seeking on foods and willingness to pay functional foods together. Through combining theory of planned behavior (TPB) and protection motivation theory together, this paper tries to explore the relationship between variety seeking on foods and willingness to pay functional foods and their mediation effects of food choices on health motives and products' nutrition labeling. The moderation effect of external support public health campaigns was also studied.