İNAL, M., BAŞAK YİĞİT, B. and OKUTAN, S. 2022. A study of factors influencing consumers’ willingness to purchase functional foods (protein enriched milk): The moderating effect of consumer innovativeness. Business & Management Studies: An International Journal. 10, 4 (Dec. 2022), 1241–1255. DOI:https://doi.org/10.15295/bmij.v10i4.2126.