Hassan, Siti Hasnah
We do not fully understand how culture and value systems influence functional food
consumption in developing countries. The functional food market is rapidly expanding,
with manufacturers promoting the perceived health benefits of food products to specific
consumer groups. Ethnicity, culture and values are sources of market credibility and
competition in traditional and emerging economies and they heavily influence the
marketing of functional food. This thesis presents a theory of...[Show more]
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