Consumer Perception Survey for Labeling of Functional Tomato Juice: Use of Choice Architect to Recognize Functional Information in Japan

Abstract

This study investigates the impact of information on consumers’ perceptions of functional foods, such as lycopene and Gamma Amino Butyric Acid, and their health awareness when purchasing them. The results show that most participants have limited knowledge of functional foods, and a high percentage of males expect “enhancing efficacy” and females expect “reducing bad effects on the body.” The study suggests designing an environment where information is provided not only to consumers with limited knowledge but also on demand. This could involve creating a functional food sales special floor as a choice architect for beginner-level knowledge acquirers, making it easier to access and understand functional foods.