On the basis of cluster analysis of part-worth scores from the conjoint analysis, three clusters are identified which vary predominantly according to the preferred mode of delivery and source of health claims. [...] The third section describes the design of the conjoint study, the questionnaire, presents the data collection method, and ends with a description of the sample’s socio-economic, demographic and select health behaviour characteristics. [...] While the existing literature on risk perceptions provides evidence of differences the level of trust that consumers have in alternative providers of risk-related information (Frewer et al., 1996; 1999; Kornelis et al., 2007), there is a paucity of studies on the influence that 1 The amendments to the regulation define the following five areas of authorized health claims, including acceptable word [...] It identifies the attribute combinations which confer the highest utility to the consumer and establishes the relative importance of attributes in terms of their contribution to total utility. [...] In order to judge better the differences in composition of the three clusters and, more specifically, the impact of each characteristic on the likelihood of being a cluster member, the marginal effects were derived.