The food-labeling system known as Foods with Function Claims (FFC) was implemented in 2015 in Japan. Because consumer demand for agricultural products containing functional ingredients is increasing, the need to promote the use of the FFC system by producers of agricultural products is also growing. The aim of this research was to clarify consumer preferences for agricultural products using the FFC. We conducted a questionnaire survey of first-year students at Tohoku University and focused on selective behavior data on how consumers selected Wenzhou oranges using choice experiments. We then used a conditional logit model to clarify consumer preferences by using the FFC. Consumers' evaluations were lower when unfamiliar functional ingredients about the oranges were presented. Therefore, even in the development of functional indicators for agricultural products, it is important to consider not only the function to be displayed, but also whether the functional ingredients are generally recognizable to consumers. In addition, participants who had a greater knowledge of the contents of the FFC had a more negatively evaluated displays functional ingredients and functionality. In the future, to ensure that customers trust the FFC, the safety of the current system must be enhanced, for example by improving the scientific basis for FFC labeling.
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