Health is an increasingly important argument in advertising and in information given on food product packages. The EU regulation on nutrition and health claims made on food poses a challenge to such messages, including those on organic foods. This paper examines whether organic foods with claims are refused or preferred, and which are the influencing factors on choice for such a product. The results show that in case that attentiveness to the claim is given, the likelihood of choice is significantly higher. Several factors prove to be influencing choice significantly, but in different directions. Recommendations for the marketing of organic products with claims are derived from the results.
MAPP; Health claims; Food choice; Purchase simulation; Logistic regression