Understanding Australian consumers’ perceptions of selenium and motivations to consume selenium enriched foods

Consumers’ knowledge of antioxidants, minerals and selenium (Se), their relationship to disease risk reduction, preferences for increasing Se intakes and motivations to consume Se enriched foods to reduce the risk of some cancers were measured using two separate questionnaires: (1) “knowledge” (n = 62) and (2) “preferences and motivations” (n = 212). The two groups had similar socio-demographic characteristics.Knowledge of antioxidants and their role in disease prevention was generally low and Se, as an antioxidant, unknown however associations were made between antioxidants and foods. Se was not recognized as a mineral. There was favourability towards Se enrichment of foods, particularly biofortification (Se enrichment of soils) above enrichment during manufacturing, or supplements. Supplement users (34%) were significantly more favourable towards Se enrichment of foods generally. Multiple regression analysis applied to variables within protection motivation theory found that the “importance of consuming Se enriched foods” was predicted by product efficacy (β 0.35); severity/fear of cancer (β 0.19); self-efficacy (β 0.16) and vulnerability to cancer (β 0.15; all p < 0.01; R2 0.35). However when the dependent variable was product specific (likelihood to consume Se enriched bread, dairy, etc.) the main predictor was self-efficacy (β 0.70–0.86; p < 0.001; R2 0.55–0.76) with vulnerability an additional significant predictor for some products.