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

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.