J Nutr Health.  2014 Apr;47(2):134-144. 10.4163/jnh.2014.47.2.134.

Factors influencing on intention to intake fruit: moderating effect of fruit intake habit

• Kim H
• Seo S

• KMID: 2210027
• DOI: http://doi.org/10.4163/jnh.2014.47.2.134

Abstract

PURPOSE
The purpose of this study is to identify factors affecting fruit consumption behavior by application of the Theory of Planned Behavior. In addition, this study examined the moderating effect of a fruit eating habit.
METHODS
A total of 734 consumers who have ever purchased fruit participated in this study.
RESULTS
Results of this study showed that attitudes toward fruit intake, social norms, and perceived behavioral control had significant impacts on the level of fruit intake. Fruit eating habit that showed high correlation with eating behavior was also included in the model identifying factors having an influence on fruit intake. Attitudes toward fruit intake, social norms, and perceived behavioral control had a positive influence on intention to intake fruit. Fruit eating habits played a moderating role in the relationships between intention to intake fruit and real fruit intake.
CONCLUSION
Increasing positive attitudes toward fruit intake, social norms, and perceived behavioral control would be helpful in increasing the amount of fruit intake.

Keyword

theory of planned behavior; fruit intake habit; fruit intake; attitudes towards fruit intake; subjective norms; perceived behavioral control

MeSH Terms

Eating
Feeding Behavior
Fruit*
Intention*

Figure

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  Fig. 1. Research model.

Reference

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