MARKETING OF BIOTECH FUNCTIONAL FOODS IN THE US

To date, most research in Europe and the United States has focused on eliciting consumer WTP for biotech foods without directly addressing strategies for marketing them. We use means-end theory to link consumers' knowledge about functional attributes, to their knowledge about consequences and core values, in order to gain insights into valued attributes for developing potential marketing strategies.Food Consumption/Nutrition/Food Safety, Marketing,

MARKETING OF BIOTECH FUNCTIONAL FOODS IN THE US

To date, most research in Europe and the United States has focused on eliciting consumer WTP for biotech foods without directly addressing strategies for marketing them. We use means-end theory to link consumers' knowledge about functional attributes, to their knowledge about consequences and core values, in order to gain insights into valued attributes for developing potential marketing strategies