Abstract
AbstractObjectivesTo elicit predictors of variation in likelihood to purchase foods rich in
long-chain omega-3 fatty acids.Design, setting and subjectsResponses from a community sample (n =
220) were elicited using a computer-administered questionnaire based on an
adaptation of Protection Motivation Theory including measures of perceived
risk and vulnerability to coronary heart disease (CHD). Other measures
included health status, body mass index (BMI), perceived risk/benefits of
novel technologies and sociodemographics. Descriptions of model products
were presented, including farmed fish fed fishmeal (FFFF); farmed fish fed
genetically modified (GM) oilseed (FFFGM); bread, milk and supplements
containing fish oil (SFO) or GM oilseed. It was hypothesised that perceived
vulnerability to CHD would enhance acceptance of GM products (H1).
Furthermore, information describing the benefits of LCO3FA, limitations to
fish supply and potential alternatives was given to a treatment group (50%)
and hypothesised to have a positive effect on the acceptance of GM products
(H2).ResultsNo evidence was found to support H1 or H2. FFFF was most likely to be
purchased (P < 0.01), followed
by SFO and FFFGM. Multivariate regression analysis identified significant
(P < 0.05) predictors
(standardised β) for
likelihood to purchase FFFF: self-efficacy 0.56; behaviour (product)
efficacy 0.19; belief that fishmeal is unnatural −0.14 (R2 = 0.44) and for FFFGM:
self-efficacy 0.65; perceived severity of CHD 0.15; BMI −0.13;
significant other has/had arthritis 0.11; belief that GM oilseed is
unnatural 0.11 (R2 =
0.49).ConclusionsSelf-efficacy (confidence to consume) was the most important predictor of
likelihood to purchase all products.
Publisher
Cambridge University Press (CUP)
Subject
Public Health, Environmental and Occupational Health,Nutrition and Dietetics,Medicine (miscellaneous)
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