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Willingness to trial functional foods and vitamin supplements: the role of attitudes, subjective norms, and dread of risks

O'Connor, Erin L. & White, Katherine M. (2010) Willingness to trial functional foods and vitamin supplements: the role of attitudes, subjective norms, and dread of risks. Food Quality and Preference, 21(1), pp. 75-81.

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Abstract

Australian non-users of vitamin supplements (N = 162) and functional foods (N = 226) responded to a questionnaire examining their attitudes, subjective norms, and perceived behavioural control from the Theory of Planned Behaviour (TPB), risk dread and risk familiarity, and willingness to engage in free product trials. The impact of participants’ gender and age was also examined. Attitude and subjective norms were significant determinants of non-users willingness to trial each of the health products. Participants’ dread of the risk associated with the product was also a determinant of willingness to use functional foods. The overall models predicted between 25% and 30% of the variance in people’s willingness to trial the products. The findings provided some support for the TPB in predicting people’s willingness to trial functional foods and vitamin supplements and suggested, for willingness to trial functional foods, that non-users are also influenced by their dread of the risk associated with product use.

Impact and interest:

4 citations in Scopus
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2 citations in Web of Science®

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ID Code: 28458
Item Type: Journal Article
Additional URLs:
Keywords: Attitude , Functional Foods, Vitamin Supplements, TPB, Risk, Willingness, Dread
DOI: 10.1016/j.foodqual.2009.08.004
ISSN: 0950-3293
Subjects: Australian and New Zealand Standard Research Classification > ENGINEERING (090000) > FOOD SCIENCES (090800)
Australian and New Zealand Standard Research Classification > PSYCHOLOGY AND COGNITIVE SCIENCES (170000) > PSYCHOLOGY (170100) > Health Clinical and Counselling Psychology (170106)
Australian and New Zealand Standard Research Classification > PSYCHOLOGY AND COGNITIVE SCIENCES (170000) > PSYCHOLOGY (170100) > Social and Community Psychology (170113)
Divisions: Current > Research Centres > Centre for Health Research
Current > QUT Faculties and Divisions > Faculty of Health
Current > Institutes > Institute of Health and Biomedical Innovation
Current > Schools > School of Psychology & Counselling
Copyright Owner: Copyright © 2009 Elsevier Ltd All rights reserved.
Deposited On: 09 Nov 2009 10:52
Last Modified: 01 Mar 2012 00:10

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