Abstract
We conducted a structural equation modelling (SEM) analysis for eliciting the individual risk perception of functional foods, before and after presenting information about health and health products. The structural model of risk perception for food products developed by Niiyama et al. (2011a, b, 2014) was employed. Data on risk perception and on three categories of factors behind were collected via Internet survey. Results showed image- and function-driven risk perception for functional foods, and information helps elaborating the image of the adverse outcome caused by them. These results can be understood as confirmation bias interpreting risk communicating information, at least under the brief and non-interactive communication.
