Existing empirical evidence suggests that farm animal welfare may not be a top-of-mind issue for many consumers in North America. Nevertheless, there is pressure from animal welfare groups on food retailers and processors to implement more stringent requirements for their suppliers. Is the...

This paper examines the reference-dependent and labelling effects when consumers make choices about functional foods, and explores how changes in reference points could alter individuals’ preferences. Functional food (probiotic yogurt) and regular food (regular yogurt) are used as examples to...