The propensity for consumers to offset health risks through the use of functional foods and nutraceuticals: The case of lycopene

This paper reports the results of a study of the propensity of male consumers to consume functional food and/or nutraceutical products containing lycopene as a means to reduce the risk of prostate cancer. The analysis uses protection motivation theory (PMT) to understand the key determinants of consumption behaviour of three products namely, a non-prescription pill, tomato juice and a snack bar. Data are collected through face-to-face interviews using a structured questionnaire elicited in a shopping mall in Guelph, Ontario, Canada and estimated through probit models. Results suggest that the elements of threat and coping appraisal are significant explanators of the propensity to purchase each of the three product variants. The PMT variables, age and knowledge of health and/or nutrition are significant explanatory variables, the latter of which diminishes the propensity to purchase products containing lycopene as a means to reduce the risk of prostate cancer.