Attitudes and intentions toward purchasing novel foods enriched with omega-3 fatty acidsFaculty of Health and Behavioural Sciences - Papers (Archive)
AbstractObjective: To identify the nature, strength and relative importance of influences on intentions to consume foods that are enriched with omega-3 fatty acids using the Theory of Planned Behavior (TPB). Design: A cross-sectional self-administered questionnaire. Setting: Community based residents living in the Illawarra region of New South Wales, Australia. Subjects: Two sub-samples were surveyed via questionnaire: Community members who responded to a local media advertisement (n=79), and subjects in a dietary intervention trial for type 2 diabetes mellitus (n=50). Variables Measures: Using the TPB variables – intention, attitude, subjective norm and perceived behavioural control - questionnaire items were constructed to measure intention to consume omega-3 enriched novel foods. Analysis: Results from sub-samples did not differ and were combined for analysis. The determinants of intention defined in the TPB were investigated using multiple linear regressions. Results: Using regression analysis we were able to show that the model was a significant determinant of intention (R2 = 0.725, P < 0.001). Attitude was a significant determinant of intention whereas subjective norms and control beliefs were not. Discussion:With attitude having the greatest influence on intentions, immediate prospects for modifying behavior are likely to come through a change in attitude and specifically to beliefs about the effectiveness of enriched products in achieving specific health benefits. Conclusions and Implications: Promoters of omega-3 enriched foods would be advised to direct their promotions towards changing attitudes of consumers about the effectiveness of the functional ingredient.
Citation InformationC. Patch, P. G. Williams and Linda C. Tapsell. "Attitudes and intentions toward purchasing novel foods enriched with omega-3 fatty acids" (2005)
Available at: http://works.bepress.com/l_tapsell/3/