Customers’s intention to consume healthier foods: apply of the theory of planned behaviour

Abstract

Introduction: The purpose of this research was to investigate the associated factors of intention to consume healthier food among customers in 5 provinces, applying the theory of planned behaviour (TPB). Methods: A cross-sectional study with face-to-face interviews using structured questionnaire among 1493 customers who were shopping at supermarkets and retail stores was conducted. Results: Three factors were positively associated with “intention to consume healthier food in the coming time”, including “attitude toward consuming healthier foods” (b = 0.37), “subjective norm about consuming healthier food” (b = 0.31), and “perceived behaviour control of consuming healthier food” (b = 0.16). Attitudes toward consuming healthier foods were slightly more important than the subjective norm. Three factors explained 45,4% of the variance in behavioural intention. Conclusion: The study findings support the theory of TBP’ predictions. Future efforts to comprehensively develop and implement interventions guided by the TPB hold promise for encouraging the intention to consume healthier foods.