Motivational factors for consuming omega-3 PUFAs: an exploratory study with Danish consumers.
Growing consumer awareness of functional foods and understanding of their positive nutritional effects have led to the need of specific studies and have captured more attention than ever before. In Europe, Danish consumers have been found to be relatively negative towards the concept of functional foods. This paper presents the results of a qualitative pilot study that aimed to explore Danish consumers' motives for choosing omega-3/fish oil enriched products. The Health Action Process Approach (HAPA) was applied as a theoretical framework to understand the process by which people choose healthy foods. By conducting qualitative in-depth interviews the study mostly focused on the role of behavioural intention predictors such as risk perception, outcome expectations and self-efficacy. The results of the study suggest that consumers' understanding of healthy eating as such does not relate to the choice of omega-3/fish oil, whereas perception of omega-3 as an ingredient in selected foods does indeed influence consumers' choice of carrier-ingredient combinations.
Krutulyte
Rasa
R
MAPP, Aarhus School of Business, Aarhus University, Haslegaardsvej 10, DK-8210 Aarhus V, Denmark. rakr@asb.dk
Grunert
Klaus G
KG
Scholderer
Joachim
J
Hagemann
Kit Skov
KS
Elgaard
Peter
P
Nielsen
Brian
B
Graverholt
Jens Peter
JP
D000328:Adult; D001294:Attitude to Health; D003718:Denmark; D015525:Fatty Acids, Omega-3 / Q000008:administration & dosage*; D005260:Female; D005395:Fish Oils; D005527:Food, Fortified; D058870:Food, Organic; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D008875:Middle Aged; D009042:Motivation; D009753:Nutritive Value; D010465:Perception; D010865:Pilot Projects; D018570:Risk Assessment; D020377:Self Efficacy
D015525:Fatty Acids, Omega-3; D005395:Fish Oils