The most economical and effective way to address hidden hunger is to promote consumer consumption for biofortified food， and the key to the widespread acceptance of such foods by consumers lies in its nutrient content. In order to explore the influence of nutrition comparison and information construal level on consumers’ choice for biofortified food and the underlying mechanism， this study adopted scenario simulation experiment method and conducted three experiments. The results show that consumers have a higher willingness to purchase biofortified food when the relative nutrition comparison matches the information construal level. In addition， this study reveals the mediating role of perceived uniqueness，as well as the moderating role of health consciousness and regulatory focus. These findings are helpful to better understand the decision-making process of consumers’ choice for biofortified food，and provide an important theoretical basis for biofortified nutrient-fortified food，enhancing consumer acceptance，and alleviating the hidden hunger problem among the population in China.