Influences of health consciousness on consumers' modern health worries and willingness to use functional foods

This study draws on research to ascertain whether or not consumers with varying degrees of health consciousness will have different degrees of modern health worries ( MHWs ) and willingness to use functional foods. A total of 1,166 responses collected in T aiwan indicate there are 5 extracted MHW factors: household environment safety; medical safety; environmental pollution; food safety and health; and radiation pollution. The results reveal that the high health consciousness group had higher mean scores of the extracted MHW factors and greater willingness to use functional foods than did its low counterpart. However, the MHW pattern between the two groups was almost the same. A comparison of sociodemographic characteristics between the 2 health‐consciousness groups is also included.