This paper presents the results of a qualitative pilot study that aimed to uncovering Danish consumers' motives for choosing health food. Schwarzer's (1992) health action process approach (HAPA) was applied to understand the process by which people chose health products. The research focused on the role of the behavioural intention predictors such as risk perception, outcome expectations and self-efficacy. The model has been proved to be a useful framework for understanding consumer choosing health food and is substantial in the further application of dietary choice issues.
Helseprodukter; Motivation; MAPP; Consumer health products