Understanding consumer receptivity towards foods and non‐prescription pills containing phytosterols as a means to offset the risk of cardiovascular disease: an application of protection motivation theory

Abstract

Abstract Consumer purchase intention with respect to foods and non‐prescription pills containing phytosterols was investigated through a mall intercept survey ( n = 446) in Ontario, Canada. The study took as its starting point the Protection Motivation Theory (PMT), a social cognition model rooted in research on fear appeal in determining health‐protective behaviour. Structural equation modelling was used to explore whether an adaptation of PMT explains intention to purchase products containing phytosterols as a means to reduce the risk of cardiovascular disease (CVD). The standard form of PMT was adapted to take account of consumer perceptions of the risk of elevated blood cholesterol, reflecting the fact that phytosterols do not directly reduce the risk of CVD but rather help in the management of a single risk factor. Overall, coping appraisal had a positive and significant association with purchase intention, while threat appraisal had no significant effect. Incorporation of cholesterol as a risk factor for CVD significantly improved the measurement strength of the threat appraisal construct. However, the overall predictive power of the model did not change appreciably. The results suggest that the promotion of adaptive behaviours, such as consumption of functional foods and nutraceuticals, needs to focus on perception of response and self‐efficacy rather than individual perceptions of risk.