what does generation y think about functional foods a comparison of american french and english canadian consumers joanne labrecque hec montréal maurice doyon université laval john cranfield guelph university jane kolodinsky vermont carole pistien the 2006 conference fdrs october 17 food choices complex decision making process research has focused on many factors that influence choice ranging from attributes itself to studying attitudes motives intentions lifestyle reasons for specific good taste or pleasure is often first reason cited price value convenience health benefits more important different supply side mass production globalization diversification awareness possible risks associated with technology growth hormones pesticides additives safety scares bse e coli concerns demand ageing populations dramatic increase in obesity rates over last 20 years taylor leitman 2002 impact development chronic problems cardiovascular disease type 2 diabetes certain types cancer care costs increases by 36 medications 77 fitch et al 2004 new market opportunity
