Abstract To understand consumers’ acceptance and preference in relation to Nutrition and Health Claims (NHCs) on food products and the reasons for their (non)acceptance in an Eastern European country with a weak tradition in NHC, and an enormous increase in the number of foods with NHCs in recent years, this study aimed to fill a research gap by applying a multi-methodological approach combining a survey and conjoint analysis (n = 204) and a focus group (n = 45). The survey demonstrated that Slovenian consumers in general are moderately doubtful of NHCs. Conjoint analysis showed that when Slovenians choose their breakfast cereals, NHCs are more important than whether visual images are present. Visual images convince only the youngest consumers. The study revealed the importance of social perception and trust in the social system for accepting foods with NHCs/images. Consumers who did not trust the political and economic system also did not accept foods with NHCs/images.

中文翻译：

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消费者对营养和健康声明的偏好：一种多方法方法

摘要 为了了解消费者对食品营养与健康声明 (NHC) 的接受度和偏好，以及在 NHC 传统薄弱、NHC 数量大幅增加的东欧国家（不）接受这些声明的原因。近年来，这项研究旨在通过应用结合调查和联合分析（n = 204）和焦点小组（n = 45）的多方法方法来填补研究空白​​。调查表明，斯洛文尼亚消费者普遍对 NHC 持中等怀疑态度。联合分析表明，当斯洛文尼亚人选择早餐麦片时，NHC 比是否存在视觉图像更重要。视觉图像只能说服最年轻的消费者。该研究揭示了社会认知和社会系统信任对于接受带有 NHC/图像的食物的重要性。不信任政治和经济体系的消费者也不接受带有 NHC/图像的食品。