Research
Adherence
Consumer food choices are determined by intention, which is driven by attitude, subjective norm, and perceived behavioral control, rather than by rational calculation of product attributes alone.
To change food habits, focus on shaping social norms and reducing perceived barriers (control) rather than just providing nutritional information. If people feel social pressure to eat junk food or feel they lack the time/skill to cook healthy meals, intention will remain low regardless of knowledge.
GoodSupportsHIGH confidence
According to the theory, the consumer’s behavior is a function of intention to perform the behavior in question; the intention is based on attitude, subjective norm, and perceived behavioral control with respect to the behavior
Why this rating
The paper cites multiple regression studies with significant p-values and high variance explained (R2 up to 69%).
Source
Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions
Icek Ajzen · 2019
DOI 10.13128/rea-18003
narrative_reviewCited 562×
Read the paper DOI resolved against Crossref · corpus check 2026-06-10
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