Biofortification via breeding is the most effective way to cope with “Invisible Hunger”.Different from previous research highlighting the effectiveness of nutritional fortification products on human nutrition interventions,present study explores consumers’ choice and purchase intention for biofortification from the perspective of marketing.Three studies find that:(1) Companies adopt a high-interpretation level information communication strategy for relatively high-priced biofortification food yet a low-interpretation level information communication strategy for lower-priced biofortification food,which can lead to consumers’ lower price sensitivity and higher purchase intention; (2) Consumers’ awareness of health and regulatory focus pose a regulatory effect on their decisionmaking through the matching between price comparison and communication strategy (high-high; low-low).Accordingly,this study suggests that companies should implement different communication strategies for consumers,expanding the influence of biofortification when popularizing health knowledge.