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

Hyesoo Kim, Sunhee Seo

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

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.

Original languageEnglish
Pages (from-to)134-144
Number of pages11
JournalJournal of Nutrition and Health
Volume47
Issue number2
DOIs
StatePublished - Apr 2014

Keywords

  • Attitudes towards fruit intake
  • Fruit intake
  • Fruit intake habit
  • Perceived behavioral control
  • Subjective norms
  • Theory of planned behavior

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