To elicit predictors of variation in likelihood to purchase foods rich inlong-chain omega-3 fatty acids.

Responses from a community sample (n =220) were elicited using a computer-administered questionnaire based on anadaptation of Protection Motivation Theory including measures of perceivedrisk and vulnerability to coronary heart disease (CHD). Other measuresincluded health status, body mass index (BMI), perceived risk/benefits ofnovel technologies and sociodemographics. Descriptions of model productswere presented, including farmed fish fed fishmeal (FFFF); farmed fish fedgenetically modified (GM) oilseed (FFFGM); bread, milk and supplementscontaining fish oil (SFO) or GM oilseed. It was hypothesised that perceivedvulnerability to CHD would enhance acceptance of GM products (H1).Furthermore, information describing the benefits of LCO3FA, limitations tofish 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).

No evidence was found to support H1 or H2. FFFF was most likely to bepurchased (P < 0.01), followedby SFO and FFFGM. Multivariate regression analysis identified significant(P < 0.05) predictors(standardised β) forlikelihood 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 isunnatural 0.11 (R2 =0.49).

Self-efficacy (confidence to consume) was the most important predictor oflikelihood to purchase all products.