PREDICTING THE INTENTION TO EAT HEALTHIER FOOD AMONG YOUNG-ADULTS

The purpose of this study was to investigate which factors predicted t he intention to eat healthier food. The empirical data stem from a que stionnaire survey carried out among 527 young adults aged 23-26 years living in Oslo, Norway. The study was carried out in September 1991. T he Theory of Planned Behavior (TPB) was used as a guiding theoretical framework. The components of the TPB accounted for 32% of the variance in behavioral intention, Attitude was the strongest predictor, follow ed by perceived behavioral control. Subjective norm received the lowes t weight. A detailed analysis of the underlying cognitive structures r evealed that the outcomes which discriminated most strongly between th ose who intended to eat healthier food, those who were undecided and t hose who had no intention, were that healthier food would improve the shape of the body, increase enjoyment of food and reduce weight. In ad dition, the control beliefs 'weight', 'able to make healthier dishes', 'social eating' and 'busy' discriminated mostly between the three int ender groups. These outcomes might preferably be addressed in persuasi ve communications to change intentions to eat healthier food.