“…There are four main types of functional foods including fortified products, enriched products, altered products, and enhanced commodities (Shamal & Mohan, 2015;Siro et al, 2008). Many empirical researches of consumer acceptance using primary data have been conducted in the US and Europe (Siegrist et al, 2015;Ding et al, 2015;Gilbert, 2000;IFIC, 1999IFIC, , 2000Wrick, 1995;Niva, 2000, Anttolainen et al, 2001Bech-Larsen et al, 2001;Makela & Niva, 2002;Urala & Lahteenmaki, 2003, 2004Verbeke, 2005Verbeke, , 2006Verbeke et al, 2001;Van Kleef et al, 2005;Korzen-Bohr&O'doherty Jensen, 2006;Devcich et al, 2007). These papers focused on different aspects, namely, food concept's awareness, consumers' attitude and acceptance, using various approaches including both qualitative and/or quantitative methods (Siro et al, 2008;Verbeke, 2005).…”