.... The paper findings suggest that a relatively novel approach to consumption – interpassivity – is a useful explanation for otherwise puzzling consumer behaviour in a newly emerging area of guilt-free food marketing. Paul Haynes can be contacted at: paul.haynes@rhul.ac.uk 06 05 2014 14 11 2014...

... is dissimilar to US regulatory system, the effects of health claims in Japan are different from those in the USA. By analyzing various effects of Japanese system on consumer evaluation of food healthiness, this study contributes to a better understanding of the impacts of the public policy and food marketing...

... heterogeneity within Asian food markets. Research limitations/implications – Although food consumption plays a central role in Asian consumer cultures, extant theory regarding Asian food consumption and marketing is still in its infancy. We highlight important developments in this area that suggest a path...

.../implications The sample size is small – 238 respondents. Practical implications The results can be used to help food marketers offer and promote health benefits of their products. Social implications More effective marketing of health benefits of foods should increase consumption of healthy foods...