Title

Attitudes and intentions toward purchasing novel foods enriched with omega-3 fatty acids

Document Type

Journal Article

Publication Date

June 2005

Publication Details

This article was originally published as Attitudes and intentions toward purchasing novel foods enriched with omega-3 fatty acids, Journal of Nutrition Education and Behavior, 37, 2005, 235-241. Original journal available here.

Abstract

Objective: 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.