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Health Education Research, Vol. 11, No. 4, 453-461, 1996
© 1996 Oxford University Press

other

Predicting the intention to eat healthier food among young adults

Lisbet Øygard and Jostein Rise

Research Center for Health Promotion, University of Bergen Øistensgate 3, N-5007 Bergen, Norway

The purpose of this study was to investigate which factors predicted the intention to eat healthier food. The empirical data stem from a questionnaire survey carried out among 527 young adults aged 23–26 years living in Oslo, Norway. The study was carried out in September 1991. The 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, followed by perceived behavioral control. Subjective norm received the lowest weight A detailed analysis of the underlying cognitive structures revealed that the outcomes which discriminated most strongly between those who intended to eat healthier food, those who were undecided and those who had no intention, were that healthier food would improve the shape of the body, increase enjoyment of food and reduce weight. In addition, the control beliefs ‘weight’, ‘able to make healthier dishes’, ‘social eating’ and ‘busy’ discriminated mostly between the three intender groups. These outcomes might preferably be addressed in persuasive communications to change intentions to eat healthier food.


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