Australian consumers’ preferences for conventional and novel sources of long chain omega-3 fatty acids: A conjoint study

This paper reports on a conjoint study of the influence of product (concept) attributes on Australian consumers’ preferences for conventional and novel (genetically modified, GM) sources of foods rich in long chain omega-3 fatty acids (LCO3FA). Text “concepts” representing the potential options for possible (future) products were presented to 220 consumers. Attitudes were elicited that might segment (cluster) consumers, including measures of fear appraisal and coping appraisal towards coronary heart disease (CHD), barriers to consumption of current available LCO3FA foods and perceived risk/benefits of the source of LCO3FA (GM oilseeds and fish). Additionally, frequency of bread, milk and fish consumption, objective CHD risk factors and socio-demographics were also measured.The sample clustered into three groups characterised as (1) “Conservatives” (28%); (2) “Confident protectors” favourable towards GM (51%) and (3) “anti-GM” (20%). Whilst there was general preference for conventional farmed fish fed fishmeal, a large segment reported favourability towards farmed fish fed GM oilseed.