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.