Regulatory focus, self-efficacy and outcome expectations as drivers of motivation to consume healthy food products

In this paper we apply the principle of Regulatory Focus Theory to investigate the interaction between self-efficacy and outcome expectations on individuals’ intentions to adopt health behaviors. The participants, 959 individuals (Survey 1) and 2400 individuals (Survey 2), reported self-efficacy beliefs and outcome expectations with regard to the consumption of omega-3 supplements and omega-3-enriched food products. We found that the relationship prevention outcome expectations-intention was significantly attenuated at low levels of self-efficacy and strengthened at high levels of self-efficacy, respectively; whereas, the relationship promotion outcome expectations-intention was unaffected by the perceived levels of self-efficacy. The implications suggest that consumers’ motivation to adopt healthy food products, such as omega-3 supplements and omega-3 enriched products, should be encouraged by stimulating promotion outcome expectations. However, when a prevention frame is used, the individuals’ motivation should be significantly enhanced by self-efficacy beliefs.

• We examine consumers’ motivation to consume two healthy food products. • We model interactions between self-efficacy beliefs and two types of expectations. • Self-efficacy interacts significantly with prevention outcome expectations. • Self-efficacy does not interact significantly with promotion outcome expectations. • When the focus is on promotion, individuals are less sensitive to self-efficacy beliefs.