The Path of Emotional Value Construction of Functional Food in the Context of Health Anxiety

Abstract

In a society where fast-paced lifestyles have become the norm, consumer behavior increasingly reflects health anxiety. The value of functional foods has expanded from "physical nourishment" to encompass "mental wellness," serving as a crucial pathway to alleviate anxiety. This study examines the current research landscape through literature analysis and case studies, focusing on "emotional-regulating probiotics" — a representative category of functional foods for mood regulation. By constructing a strategic framework of "scenario creation, emotional activation, social reinforcement, and economic returns," it establishes a closed-loop process of "anxiety awareness, emotional engagement, value recognition, and repeat purchases." The research summarizes a tripartite path of "scientific acceptance, emotional activation, and social reinforcement" for building emotional value in functional foods. It proposes that health anxiety drives the competitive positioning of functional foods through "emotional value occupation," with scenario creation, contextual construction, and social reinforcement serving as key drivers. These findings aim to provide theoretical support for industry research and practical applications.