The potential contribution of nutritionally fortified foods to the improvement of public health has been recognized internationally; however, the extent of people’s preferences for functional foods and the influence of information intervention on consumers’ acceptance and selection of nutritious foods have not been comprehensively studied in China. The main purposes of this study are to assess Chinese consumers’ perceptions towards nutritionally fortified eggs and to explore the ways in which information about the health benefits and the international market status quo of functional eggs impacts Chinese consumers’ preferences and their willingness to pay (WTP) for nutritional fortification. Discrete choice experiments were used to elicit the preferences of 740 egg consumers from four cities in China, and a mixed logit model subsequently utilized to interpret the results. It was found that the provision of comprehensive information regarding the health benefits of trace elements and unsaturated fatty acids, as well as insight into the current market status quo, significantly improved participants’ preferences and their WTP for functional eggs. Furthermore, the heterogeneous effects of demographic and sociocultural factors on consumers’ treatment of this information were explored. It was found that the study participants with children and those with prior purchase experience exhibited a relatively stronger response to the information, while those who had expressed trust in the human health benefits of the nutritional content of functional eggs were not as sensitive as expected to the additional information. Therefore, if the government and enterprises design appropriate information treatment and nudging methods according to the current consumption characteristics of nutritionally fortified eggs, this will help to improve consumers’ purchase confidence in the health efficacy of functional food and play a positive role in promoting people’s healthy food consumption.

Establishing an effective choice architecture system enables people to improve their ability to make better food choices and encourage transformation of the food system into one that is more efficient, healthy, and sustainable. However, affecting consumer preferences by improving information supply is still a crucial issue that has not been comprehensively explored in China and many developing countries. This study aimed to identify the most effective information treatment method for increasing the likelihood of purchase and willingness to pay (WTP) for nutritionally enhanced eggs. A survey with five information treatments and a choice experiment was completed by a random sample of 2379 Chinese consumers, and the mixed logit model was subsequently applied to interpret the results. It was found that when nutritional information (NI), health benefit information (HBI), and/or market status quo information (MSQ) was presented to consumers, their utility increased. Different schemes had different effects on participants’ WTP. The HBI from scientific research institution, provided in the form of leaflets, has the most significant effect on improving WTP, increasing the WTP of consumers by 31.65%. WTP for functional eggs increased similarly in response to NI and MSQ information. However, adding NI to HBI did not significantly increase the value of functional eggs, especially when the information was presented to the interviewees in the form of short videos. This research broadens the present knowledge and application of an information communication strategy by suggesting that the combination of information content, carriers, source influence consumer preference and WTP for nutritionally enhanced eggs. The results have implications for the communication practices of food enterprises to optimize their marketing strategies and improve product innovation to add more value to the functional food.