A Comparative Analysis into the Choice Behavior of Consumers with Celiac Disease

Celiac disease is a common autoimmune disease triggered by dietary gluten proteins from wheat, barley and rye. This internship will enable the development, implementation and analysis of a web-based consumer survey among celiacs in North America. The objectives are to 1) investigate consumers’ risk perceptions toward novel gluten-binding products that do not yet exist in the marketplace, 2) investigate how celiac patients have adjusted their diet over time up to now, 3) investigate how they would adjust their diet if a novel product was available that binds gluten and 4) investigate the nature of information processing of celiacs (as part of consumers’ choice processes).

Faculty Supervisor:

Dr. Bodo Steiner

Student:

Jing Zhang

Partner:

IGY Inc.

Discipline:

Urban studies

Sector:

Life sciences

University:

University of Alberta