Purpose: This study investigates the impact of multidimensional health information on the functional food preferences of consumers in Pune.

Design/methodology/approach: Health knowledge was a three-dimensional construct of HIS, NK, and CA. A standardized questionnaire was administered to 252 participants. After that, SPSS (Version 29) used multiple linear regression to see if the assumptions were true.

Findings: All three health awareness criteria had an impact on customer preferences, making up 30-36% of the difference. Not all sub-dimensions had the same amount of influence. Specific knowledge, especially from scientific studies, can change what people want to eat. You should also use what you know about nutrition to find healthy substances on labels. These preferences are based on how hard nutrition science is and how well consumers grasp the benefits of products and new market entrants.

Practical implications: To get more people to eat functional foods, we need to make sure they have better practical nutrition knowledge and reliable health information. Data can assist politicians and marketers build food education and labeling programs that make people want to eat healthy.

Originality/value: This study employs the KAB framework. It demonstrates that health knowledge is complex.