Attitudes and intentions toward purchasing novel foods enriched with omega-3 fatty acids

Consumption status of functional drinks based on the theory of planned behavior and the stages of change model in female employees

This study aimed to determine the consumption status of functional drinks based on the theory of planned behavior and the Stages of Change Model. This study was conducted on 536 female employees of Birjand offices in 2022. The data was collected by using the functional food questionnaire and was analyzed using SPSS with significance level of P < 0.05. The largest number of people consume probiotic drinks (buttermilk, kefir, etc.) were in the maintenance stages (31.2%) and who consume milk fortified with vitamin D were in the contemplation stage (37.3%). The mean score of the participants in the subscales of attitude, behavioral control, and subjective norm was 17.69 ± 3.05, 16.83 ± 2.88, 21.73 ± 4.33, respectively. The mean score of the attitude and subjective norm regarding the consumption of all drinks had a significant relation with the stages of change model (p < 0.05). The results of this study showed that the most drinks that female employees consumed regularly were probiotic drinks, while they did not intend to use functional juices (pre-contemplation stage). Therefore, it seems that this theory can be used as a framework in designing educational programs in order to increase the consumption of functional foods and improve women's health.

Factors Influencing Consumption Intention of Insect-Fed Fish among Italian Respondents

The rise in the world's demand for fish is increasingly met by aquaculture. However, this sector still shows various criticalities in terms of sustainability of practices, first and foremost, that of feed availability. Nowadays, the use of insect meal represents one of the potential sustainable solutions, but consumption intention of fish fed with insect meal and the factors affecting it have not yet been adequately understood. This study investigates 318 Italian consumers' intentions to buy fish fed with insect meal using an extended version of the Theory of Planned Behavior, including consumers' moral attitude and sustainability consciousness as additional constructs. The results of structural equation models show that consumers' high sustainability consciousness (6.16 on a scale from 1 to 7) does not influence their consumption intention of this product. Also, the two moderating variables involved in the model, i.e., the country of origin and price sensitivity, do not significantly affect consumers' intentions. Since the analysis demonstrates that, for consumers, insect meal-fed fish conforms to their moral principles and a significant positive attitude toward this practice it could be argued that fish fed with insect meal can match the demand from consumers who feel responsible for their consumer behavior. Although the limited area of investigations and the high education of interviewed do not allow for generalizing of the results, this paper provides pivotal food for thought for companies, policymakers, and academics responding to previous research calls on understanding the role of some constructs of consumption intention and highlighting the levers on which to act to foster the consumption intention of insect-fed fish.

Protective effect of Tisochrysis lutea on dry eye syndrome via NF-κB inhibition

Dry eye syndrome (DES) affects the cornea, causes pain and hypersensitivity to light. Although inflammation and endoplasmic reticulum stress are known to be involved, the detailed mechanisms remain unknown. DES is characterized by a decrease in corneal thickness, tear volume, and lacrimal gland size, and damage to corneal cells. Tisochrysis lutea is a microalga that has been shown to reduce immune factors. Therefore, we hypothesized that T. lutea could ameliorate DES. We investigated the role of T. lutea in scopolamine-induced DES in BALB/c mice. Oral administration of T. lutea increased corneal thickness, tear volume, and size of the corneal cells, and reduced damage to the corneal cells. Furthermore, treatment of ARPE-19 human retinal pigmented epithelial cells with T. lutea reduced expression of the inflammatory factor, NF-κB, MAPK, and AKT. T. lutea may be used therapeutically to reduce the symptoms of DES.

Analysing the Influence of Companies’ Green Communication in College Students’ Green Purchase Behaviour: An Application of the Extended Theory of Planned Behaviour Model

In recent years, there has been a growing concern about the environmental impacts of consumers’ behaviour. As this environmental awareness increases, consumers tend to focus more on green products and how purchasing these products represents an effective way to protect the environment. Through the application of the theory of planned behaviour (TPB), in this research, we studied the influence of some key variables on college students’ green purchasing behaviour, namely perceived behavioural control, subjective norms, green attitudes, and green purchase intentions. The TPB model was extended to the analysis of the influence of the companies’ green communication on students’ green purchase behaviour. To achieve the proposed goal, from March to April of 2021, a survey was conducted among the students of a higher education institution (HEI) in Portugal, allowing us to gather 432 valid responses. The findings suggested that all the variables, except the subjective norms, had a positive influence on the students’ green purchase intentions. Moreover, it was observed that students’ intentions had a positive influence on their green purchase behaviour. This research provides important results not only for policymakers to promote more sustainable behaviours among consumers but also for companies to be more aware of the importance of green communication.

Behavioral predictors of household food-safety practices during the COVID-19 pandemic: Extending the theory of planned behavior

The epidemiological scenario of COVID-19, social distancing, and business restrictions has increased food preparation and consumption at home. Food mishandling at home can significantly raise the risk of foodborne diseases. This study investigates food-mishandling behavior predictors by applying the extended theory of planned behavior (TPB), with the addition of knowledge and risk perception, to households during the COVID-19 pandemic. One thousand and sixty-eight consumers (n = 1068) in Brazil participated in this study before the COVID-19 vaccination period. Data were collected using an online questionnaire with 40 questions and different anchors; they were analyzed using structural equation modeling. The following original TPB factors positively affected the intention to implement safe food-handling practices: attitude (p < 0.001), perceived behavioral control (p < 0.001), and subjective norms (p < 0.001). More robust effects of attitude and perceived behavioral control on intention were also observed. Although food-safety knowledge did not affect intention (p = 0.30), it positively affected the other TPB factors. Perceived risk positively affected all TPB factors. The results of this study support the usefulness of TPB and its extension, providing evidence that public-health crises can contribute to changes in food-safety-related consumer behavior.

Consumer Acceptance toward Functional Foods: A Scoping Review

Chronic diseases (e.g., heart disease, cancer, diabetes) are of major public concern. Such chronic diseases are often caused by a dietary pattern characterized as relatively high in fat, refined sugar, salt, and cholesterol. Societal interest in consuming healthy foods and the demand for healthy food products have increased significantly. As a result, functional foods have gained significant research attention in the food health and technology innovations field. To date, many studies have investigated the factors that may predict consumer acceptance of functional foods, and a wide range of influential factors have been reported. However, studies conducted in different contexts pose challenges to gaining a clear understanding of the factors influencing consumer acceptance. Therefore, the purpose of our scoping review was to synthesize the possible determinants of consumer acceptance toward functional foods and provide a resource that describes global trends regarding consumers' functional foods behavior. We identified 75 articles published with varying populations around the globe that empirically investigated consumers' acceptance of functional foods. We identified and categorized a wide range of determinants related to consumer acceptance of different types of functional foods. The five categories of determinants were product characteristics, socio-demographic characteristics, psychological characteristics, behavioral characteristics, and physical characteristics. Each of the determinants were more fully described by sub-determinants in our scoping review. These determinants should be considered and used by leaders and scientists in product development to aid decision making and, ultimately, the successful launch of novel functional foods.

The Impact of the Fear of COVID-19 on Purchase Behavior of Dietary Supplements: Integration of the Theory of Planned Behavior and the Protection Motivation Theory

This study aimed at assessing the impacts of the fear of COVID-19 on consumer buying behavior toward dietary supplements. This investigation was a cross-sectional study in which literate adults regardless of gender over the age of 20 were recruited from three pharmacies in three different districts of Wuhan City, China. A total of 598 questionnaires were analyzed after excluding 10 with incomplete information. The current study demonstrated that attitudes, subjective norms, and perceived behavioral control had a positive impact on the intention of purchasing dietary supplements. Fear of COVID-19 was related to an enhanced purchase intention toward dietary supplements. Attitudes, subjective norms, and perceived behavioral control were significant factors that mediated the association between the fear of COVID-19 and the purchase intention of dietary supplements. This study helps provide practical advice for stakeholders in the pharmaceutical and healthcare industries to tailor appropriate strategies for improving product promotion or healthcare-related interventions.

Consumer Intention to Participate in E-Waste Collection Programs: A Study of Smartphone Waste in Indonesia

Indonesia is a developing country with a low-level e-waste management system based on a limited number of informal initiatives. E-waste requires proper management procedures, which involve the design of a reverse logistics management network. Consumers play a critical role in such a network, because the network runs when they willingly participate as suppliers of waste. This paper applies the Theory of Planned Behavior framework and extends it using Reverse Logistics drivers, the Value Belief Norm Theory, and facility accessibility to explain consumer intention to participate in e-waste collection programs. A survey was conducted on smartphone users in Indonesia, with a total of 324 valid questionnaires. The results showed that government drivers, facility accessibility, and personal attitudes significantly influence consumer intentions. Environmental concern has a positive influence on consumer intentions through the variables of the Theory of Planned Behavior and perceived behavioral control through government drivers. This study shows the need for integration, because the variables reinforce each other. However, neither economic drivers nor subjective norms significantly influence consumer intentions. This finding distinguishes Indonesia from other countries, especially developed countries, in that e-waste collection programs have not become part of the culture in Indonesia. For this reason, Indonesia needs regulations, as the most influential variable, to regulate the implementation of such a program.

Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' Response

The growing concern for health is currently a global trend, so promoting healthy products is an opportunity that companies can exploit to differentiate their products in highly competitive markets. The purpose of this research is to examine the antecedents of social media advertising value and their consequences for attitudes to healthy food and intentions to consume it, in a representative sample of Spanish consumers. The theory of Ducoffe's advertising value model was used as a conceptual framework for the antecedents of attitudes based on utilitarian and hedonic values. To achieve this objective, a descriptive cross-sectional study was carried out based on primary data from a survey of a representative sample of the Spanish population with 2023 valid questionnaires. The Partial Least Square (PLS) method was applied to test the hypothesized relationships and predictive variables. The result of this research allows us to determine which variables influence the consumer's response, as measured by intention, motivated by the consumer's attitude to the value of healthy food, as influenced by the advertising value on social networks. Furthermore, the findings show that, for advertising healthy food on social networks to be valuable, it must be credible and richly informative.

Implicit attitudes and explicit cognitions jointly predict a reduced red meat intake: a three-wave longitudinal study

Background: Despite nutritional benefits, a high consumption of red meat is not without risks as it is linked to the development of certain types of cancer as well as to other non-communicable diseases, such as type II diabetes or cardiovascular diseases. Moreover, the production of meat has negative effects on the environment. Therefore, a transition to a less meat-based diet could be beneficial. It is unclear how explicit cognitions towards red meat consumption and implicit attitudes jointly influence intention and consumption. We tested the additive pattern (both types of cognitions explain unique variance) and interactive pattern (both types interact in the prediction).

Method: At baseline (T0; N = 1790) and one (T1; n = 980) and three months thereafter (T2; n = 556), explicit cognitions, red meat consumption, and implicit attitudes were assessed among a Dutch sample.

Results: Only explicit cognitions were associated with red meat consumption. Implicit attitudes moderated the effect of self-efficacy on T0-RMC; negative implicit attitudes strengthened this effect. T0-intention was associated with explicit cognitions and implicit attitudes. Additionally, negative implicit attitudes strengthened the effect of social norms on T0 and T2-intention. Regarding red meat consumption, support for the interactive pattern was found. For intention there was support for the interactive and additive pattern.

Conclusion: Interventions aiming to reduce red meat consumption in the general public might profit from changing implicit attitudes in addition to explicit cognitions.

Some Key Factors Affecting Consumers' Intentions to Purchase Functional Foods: A Case Study of Functional Yogurts in Vietnam

The development of functional foods is key to promoting a healthy diet and preventing certain diseases. This study aims to examine several key factors that affect consumer attitude and intention with respect to purchasing functional foods in an emerging market economy. A research model was developed by extension of the Theory of Reasoned Action (TRA), and then validated through obtaining data from 596 Vietnamese consumers who were interested in functional yogurts using an interviewer-administered questionnaire. Multivariate data analysis reveals that while health consciousness and subjective norm significantly enhance consumers’ attitudes towards purchasing functional yogurts, perceived price of functional yogurts exerts a negative impact on such attitudes. Moreover, subjective norm and attitude appear to be key predictors of consumers’ intentions to buy functional yogurts. These findings extend the extant literature relating to functional food purchase and consumption in emerging markets, and they have several important practical implications for functional yogurt manufacturers, retailers, and policymakers. A major implication is that education and communication programs that aim at increasing consumers’ health consciousness and their awareness of functional foods’ health benefits play an integral role in the success of functional food products such as functional yogurts. Research limitations and future research directions are also presented.

Understanding the Antecedents of Organic Food Purchases: The Important Roles of Beliefs, Subjective Norms, and Identity Expressiveness

China is expected to become an increasingly important market for global organic food producers. This study aims to obtain a new and deeper understanding of how various antecedents affect organic food purchase behavior. Here, a survey based on validated measures is designed, and a total of 1750 consumers are interviewed. In addition to traditionally held beliefs concerning organic food, three unique perspectives, i.e., that organic foods are “luxuries for the rich”, “upscale”, and the objects of “marketing hype”, are confirmed for the first time. Furthermore, the influence of subjective norms on purchase intention is verified to be completely mediated by purchase attitude, suggesting that up to now, the role of social norms may have been simplified, and even underestimated by marketing researchers. Additionally, for the first time, identity expressiveness is confirmed to play a minor but significant role in purchase intention. Perceived trustworthiness is also confirmed to be the important predictor of purchase intention. Finally, household income is not only the second most important predicator of purchase intention, but it is also the most important predictor of actual purchase. These findings will be valuable for marketing scholars and all stakeholders in the organic food industry, particularly international agribusinesses that are wishing to enter the Chinese market.

Eating healthy to impress: How conspicuous consumption, perceived self-control motivation, and descriptive normative influence determine functional food choices

Functional foods are promoted as products that provide specific health benefits beyond basic nutrition. While a number of studies show that the motivation behind the purchase of such products is oriented towards health concerns, we argue that consumers' choice of functional food can also be driven by less health-related hedonic or social motives, such as a tendency for indulgence vs. self-control or the motivation to impress and show off. This proposition has not been systematically and empirically tested before. Hence, the aim of the present study is to reveal the relationship between conspicuous consumption, perceived self-control motivation, susceptibility to descriptive normative influence and the consumption of functional foods. Our results (N = 900) suggest that conspicuous consumption and susceptibility to descriptive normative influence are positively associated with functional food distinctiveness evaluation while perceived self-control motivation is negatively associated with such evaluation. Moreover, results further revealed the indirect effects of susceptibility to descriptive normative influence, conspicuous consumption and perceived self-control motivation on self-reported purchase rates of functional foods via the functional food distinctiveness evaluation. The findings support the relevance of social and hedonic motives for policy makers and marketers in the functional foods industry for marketing and health promotion.

Intention of Older Women to Consume 100% Watermelon Juice for Vascular Health: An Application of Theory of Planned Behavior

To strengthen randomized controlled trials (RCT) evaluating the efficacy of 100% watermelon juice on vascular function of older women, theory-driven behavioral analysis as well as comparative sensory analysis of the intervention and placebo were conducted. The Theory of Planned Behavior was adopted to assess psychosocial determinants of intention to consume watermelon juice. Sensory attributes were assessed utilizing hedonic scales. Analysis included Structural Equation Modeling with maximum likelihood. The measurement model provided a good fit (x² = 70.22, df = 38; RMSEA = 0.07, CFI = 0.98; NFI = 0.95). Attitude (γ = 0.36), subjective norm (γ = 0.43), and perceived behavioral control (γ = 0.21,) were significant predictors (p < 0.001) of intention. Participants identified no significant differences in sensorial attributes between beverages, thereby minimizing sensory bias and discrimination. Similar approaches may help other RCT investigating novel foods and bioactive compounds bridge gaps between efficacy and effectiveness.

Factors that predict consumer acceptance of enriched processed meats

The study aimed to understand predictors of consumers' purchase intention towards processed meat based functional foods (i.e. enriched processed meat). A cross-sectional survey was conducted with 486 processed meat consumers in spring 2016. Results showed that processed meats were perceived differently in healthiness, with sausage-type products perceived less healthy than cured meat products. Consumers were in general more uncertain than positive about enriched processed meat but differences existed in terms of the attitudes and purchase intention. Following regression analysis, consumers' purchase intention towards enriched processed meat was primarily driven by their attitudes towards the product concept. Perceived healthiness of existing products and eating frequency of processed meat were also positively associated with the purchase intention. Other factors such as general food choice motives, socio-demographic characteristics, consumer health and the consumption of functional foods and dietary supplements in general, were not significant predictors of the purchase intention for enriched processed meat.

Multi Stakeholders' Attitudes toward Bt rice in Southwest, Iran: Application of TPB and Multi Attribute Models

Organisms that have been genetically engineered and modified (GM) are referred to as genetically modified organisms (GMOs). Bt crops are plants that have been genetically modified to produce certain proteins from the soil bacteria Bacillus thuringiensis (Bt), which makes these plants resistant to certain lepidopteran and coleopteran species. Genetically Modified (GM) rice was produced in 2006 by Iranian researchers from Tarom Mowla'ii and has since been called 'Bt rice'. As rice is an important source of food for over 3 billion inhabitants on Earth, this study aims to use a correlational survey in order to shed light on the predicting factors relating to the extent of stakeholders' behavioral intentions towards Bt rice. It is assumed and the results confirm that "attitudes toward GM crops" can be used as a bridge in the Attitude Model and the Behavioral Intention Model in order to establish an integrated model. To this end, a case study was made of the Southwest part of Iran in order to verify this research model. This study also revealed that as a part of the integrated research framework in the Behavior Intention Model both constructs of attitude and the subjective norm of the respondents serve as the predicting factors of stakeholders' intentions of working with Bt rice. In addition, the Attitude Model, as the other part of the integrated research framework, showed that the stakeholders' attitudes toward Bt rice can only be determined by the perceived benefits (e.g. positive outcomes) of Bt rice.

Promote health or prevent disease? The effects of health-related advertising on eating behavior intention

The health medical costs of colorectal cancer are increasingly higher in Taiwan. The National Health Insurance Administration (NHI) and The Health Promotion Administration of the Ministry of Health and Welfare (MOHW) in Taiwan encourage individuals to adopt an earnest approach to healthy behavior through advocacy advertising. However, the number of colorectal cancer patients continues to increase annually. Our study explored the effects of health-related advertisements (ads) on healthy behavior intentions as influenced by regulatory focus theory (RFT) and construal level theory (CLT). We conducted an experiment with different public health advocacy ads. A 2 (regulatory focus: promotion vs. prevention) × 2 (temporal distance: one month vs. one year) × 2 (graphics-text ratio: more pictures and less text vs. fewer pictures and more text) three-factor experiment was adopted. The multiple analysis of variance (MANOVA) results revealed that ads with higher construal levels (i.e., more text) had greater effects with a promotion-oriented regulatory focus. However, no significant differences were found in either attitude toward the ads or behavior intention when the regulatory focus was prevention. In addition, according to the young testers and those who were psychologically distant from colorectal cancer, different temporal distances and different construal levels had no statistically significantly effects on attitudes toward advertising or on behavior intentions. The results revealed that viewers found the information easier to understand when the ads triggered the regulatory focuses of the viewers and applied an appropriate graphics-text ratio, which resulted in favorable health-related advertising effectiveness. Thus, we provide two suggestions regarding the use of health-related advertising for MOHW in the future.

Development of food-grade nanoemulsions and emulsions for delivery of omega-3 fatty acids: opportunities and obstacles in the food industry

Consumption of biologically active amounts of omega-3 fatty acids is linked to improved human health, which has partly been attributed to their important role in brain development and cardiovascular health. Western diets are relatively low in omega-3 fatty acids and many consumers turn to supplements or functional foods to increase their intake of these healthy lipids. Fish oil is one of the most widely used sources of omega-3 fatty acid for supplementation and has greater health benefits than plant sources because of its higher concentration of eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA). The incorporation of omega-3 fatty acids into foods and beverages is often challenging due to their low water-solubility, poor oxidative stability, and variable bioavailability. Nanoemulsions offer a promising way to incorporate omega-3 fatty acids into liquid food systems like beverages, dressing, sauces, and dips. Nanoemulsions are colloidal dispersions that contain small oil droplets (r<100 nm) that may be able to overcome many of the challenges of fortifying foods and beverages with omega-3 fatty acids. The composition and fabrication of nanoemulsions can be optimized to increase the chemical and physical stability of oil droplets, as well as to increase the bioavailability of omega-3 fatty acids.

Assessing intentions to eat low-glycemic index foods by adults with diabetes using a new questionnaire based on the theory of planned behaviour

OBJECTIVE

The Canadian Diabetes Association recommends that people with diabetes choose foods with low-glycemic index (GI). This study developed a questionnaire measuring Theory of Planned Behaviour (TPB) constructs relative to consuming a low-GI diet by people with diabetes so as to achieve a better understanding of which TPB constructs, demographic characteristics and diabetes-related variables best predict intention to consume a low-GI diet.

METHOD

A questionnaire to measure intentions to consume a low-GI diet was developed based on TPB constructs and was administered to 369 adults (30 to 75 years) with type 1 or type 2 diabetes. Responses were analyzed using multiple linear regression.

RESULTS

More than 90% of participants (mean age, 56.5±10.8 years; mean body mass index, 30.5±7.2 kg/m(2)) cited reduction and maintenance of healthy blood glucose levels as an advantage of eating low-GI foods. Older age, higher income, female gender, having type 2 diabetes, diabetes treatment (diet only) and understanding of the GI were positively associated with intention to eat a low-GI diet. TPB constructs that significantly predicted intentions to eat a low-GI diet were instrumental attitude (beta = 0.24, p<0.001); subjective norms (beta = 0.13, p=0.007); and perceived behavioural control (beta = 0.55, p<0.001).

CONCLUSIONS

This new questionnaire is a valid tool to assess TPB constructs contributing to intentions to eat a low-GI diet by people with diabetes. Future studies that use this questionnaire can shed light on how TPB concepts in clinical practice can help people with diabetes to change their dietary intake.

Exploration of functional food consumption in older adults in relation to food matrices, bioactive ingredients, and health

The functional food industry is expanding, yet research into consumer perceptions of functional foods is limited. Older adults could benefit from functional foods due to age-related food and health issues. This research gathered information about functional foods from community-dwelling older adults (n = 200) who completed a researcher-administered questionnaire about consumption, food matrices, bioactive ingredients, and health areas addressed through functional foods. Overall prevalence of functional food consumption was found to be 93.0%. Commonly consumed foods included yogurt with probiotics (56.0%), eggs with omega-3 fatty acids (37.0%), and bread with fiber (35.5%). Functional food matrices primarily consumed were yogurt (51.5%), bread (44.0%), and cereal (40.0%). The primary functional food bioactive consumed was dietary fiber (79.5%). Most participants (86.2%) indicated that they consume functional foods to improve health, and the major areas specified were osteoporosis/bone health (67.5%), heart disease (61.0%), and arthritis (55.0%). These results inform health professionals regarding the potential of functional foods to support health among older adults.

Intentions to consume omega-3 fatty acids: a comparison of protection motivation theory and ordered protection motivation theory

There has been limited research to date into methods for increasing people's intentions to use omega-3 polyunsaturated fatty acids (n-3 PUFA), which have been linked with decreased risk of suffering from numerous major diseases. The present study employed a cross-sectional design with 380 university students, employees, and visitors to investigate the efficacy of the protection motivation (PM) theory and the ordered protection motivation (OPM) theory, to predict behavioral intention to consume omega-3 rich foods and dietary supplements. Analysis of model fit indicated that both the PM model and the OPM model adequately represented the structural relationships between the cognitive variables and intention to consume n-3 PUFA. Further evaluation of relative fit of the two competing models suggested that the PM model might provide a better representation of decision-making following evaluation of the health threat of n-3 PUFA deficiency. Path analysis indicated that the component of coping appraisal was significantly associated with the behavioral intention to consume n-3 PUFA. Threat appraisal was found to be significantly associated with behavioral intention to consume n-3 PUFA only for the OPM model. Overall, the findings contribute to a better understanding of the roles that cognitive appraisal processes play in young and healthy individuals' protective health decision-making regarding consumption of n-3 PUFA. Implications of the findings and recommendations, which include (a) encouraging the consumption of n-3 PUFA as an effective barrier against the incidence of disease, and (b) effective health messaging that focuses on beliefs about the effectiveness of n-3 PUFA in reducing health risks, are discussed.

The role of endorsers, framing, and rewards on the effectiveness of dietary supplement advertisements

This study examined the effects of endorsers, message framing, and rewards on consumers' responses toward dietary supplement advertisements in terms of ad liking and ad believability, attitude toward the advertisement, attitude toward the brand, and behavioral intention. The results of 2 × 2 × 2 factorial design show that viewers respond differently to different types of endorser, message framing, and rewards. Rewards have moderate influences on consumers' ad liking when combined with different framed messages and endorsers. Endorsers, message framing, and rewards are interrelated; it is notable that respondents express more ad liking when celebrity endorser, positive framing, and extrinsic reward are used in combination. The authors found that ad liking and ad believability have an effect on attitude toward the advertisement and the brand. In addition, the authors found that (a) attitude toward the advertisement has relations with attitude toward the brand and behavioral intention and (b) attitude toward the brand has a significant influence on behavioral intention. These results can also be useful for marketers with regard to developing and implementing their marketing activities to specific customer segment.

Dieticians' intentions to recommend functional foods: The mediating role of consumption frequency of functional foods

This study explored the conceptual framework of dieticians' intentions to recommend functional food and the mediating role of consumption frequency. A web-based survey was designed using a self-administered questionnaire. A sample of Korean dieticians (N=233) responded to the questionnaire that included response efficacy, risk perception, consumption frequency, and recommendation intention for functional foods. A structural equation model was constructed to analyze the data. We found that response efficacy was positively related to frequency of consumption of functional foods and to recommendation intention. Consumption frequency also positively influenced recommendation intention. Risk perception had no direct influence on recommendation intention; however, the relationship was mediated completely by consumption frequency. Dieticians' consumption frequency and response efficacy were the crucial factors in recommending functional foods. Dieticians may perceive risks arising from the use of functional foods in general, but the perceived risks do not affect ratings describing dieticians' intentions to recommend them. The results also indicated that when dieticians more frequently consume functional foods, the expression of an intention to recommend functional foods may be controlled by the salience of past behaviors rather than by attitudes.

Direct determinations of the fatty acid composition of daily dietary intakes incorporating nutraceuticals and functional food strategies to increase n-3 highly unsaturated fatty acids

OBJECTIVE

North American diets are low in eicosapentaenoic acid (20:5n-3, EPA) and docosahexaenoic acid (22:6n-3, DHA). This investigation aims to assess the ability to increase EPA and DHA in the Canadian diet using traditional whole food, functional food or nutraceutical strategies.

METHODS

A typical Canadian diet (TC) was compared to four diets enriched with EPA and DHA but with similar caloric and macronutrient composition: a nutraceutical fish oil capsule diet (FO), an EPA + DHA-enriched functional foods diet (ED), a traditional whole foods (fish) diet (TW) and a comprehensive diet combining fish with functional foods (FF) containing EPA + DHA and alpha-linolenic acid. Direct biochemical quantitations were performed for energy, protein, carbohydrate (proximate analysis) and fat (gas chromatography). Costs of each diet and EPA + DHA source were assessed.

RESULTS

The FO (1.03 +/- 0.01 g EPA + DHA), ED (0.59 +/- 0.02 g), TW (3.23 +/- 0.09 g) and FF (3.15 +/- 0.06 g) diets provided significantly higher amounts of EPA + DHA compared to the TC diet (0.08 +/- 0.01 g). Using the TC diet as a baseline, the daily cost increase for each revised diet was $0.53 (FO), $0.82 (TW), $0.93 (ED) and $1.62 (FF). The cost per gram of EPA + DHA was lowest for fish oil nutraceuticals ($0.53/g), followed by fish ( approximately $1.05/g).

CONCLUSIONS

The EPA and DHA content of daily diets can be increased significantly and cost effectively using nutraceuticals, functional foods and whole foods. Several North American EPA + DHA recommendations for healthy individuals can be met using these strategies and American Heart Association recommendations for secondary coronary heart disease prevention can be met via traditional whole food, nutraceutical or combination approaches.