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Self-identity is considered as a useful additional predictor in the theory of planned behaviour (TPB).\ud However, previous research generally assessed the impact of pro-environmental self-identity in relation\ud to single behaviours and no studies considered its potential role in moderating the impact of other\ud predictors on behaviour. The present research used a within-persons approach to examine effects across\ud behaviours and a longitudinal design to assess the moderating role of self-identity in the prediction of\ud intentions and behaviours, controlling for past behaviour. Participants (N ¼ 240) completed Time 1\ud questionnaires measuring TPB constructs in relation to five different pro-environmental behaviours. Two\ud weeks later, participants (N ¼ 220) responded to a questionnaire assessing self-reports of these behaviours\ud during the intervening two-week period. Across pro-environmental behaviours the findings\ud showed that pro-environmental self-identity significantly moderated the impact of perceived behavioural\ud control on intentions and the effect of past behaviour on both intentions and behaviour

The Covid-19 pandemic lead Italy to undertake a severe lockdown for almost two months. All of a sudden, the lives of Italians were forced to shift in accordance with the regulations issued by government. This change in the lives of Italians can be mirrored by an adjustment in food consumer behaviour that, consequently, brought about a transition in the whole supply chain. This paper gives an overview of the recent changes in consumption patterns that occurred due to the Italian lockdown, and how evolutions in behaviour are intertwined with the evolution of the main food supply chains. Many of the events here depicted are likely to last far beyond the crisis and affect the subsequent evolution of food consumption in Italy. The Italian retail supply chain successfully adapted to the big shift in consumption. Despite purchases for essential items having increased, no stockout harmed the food security of Italians. Out-of-home consumption moved inside houses giving space to home meal preparation and comfort food. Home delivery has been the most important element in this context, as it boomed during this period, helping laggard consumers fill the digital divide, as it was mostly mediated by e-commerce platforms and instant messaging. It was also the leverage that allowed small retailers and small producers regain their space. This crisis calls for a more sustainable food system that will be increasingly oriented to moving goods rather than people, which will also have relevance in the coming years.

Rationale: The present studies aimed to contribute to the literature on psychological variables involved in reducing red meat consumption (RMC).Objective: Study 1 investigated whether the theory of planned behaviour (TPB), plus healthy-eating and meat-eating identities, could explain intentions to reduce RMC. Study 2 evaluated the effectiveness of an SMS intervention on self-monitoring to reduce RMC.Methods: In Study 1, data were collected daily using online food diaries for one week and a TPB questionnaire. Study 2 was a randomised controlled trial assessing pre and post RMC and TPB constructs by online food diaries and questionnaires over a one-week period. Participants were Italian undergraduates in each study (Study 1: N = 405; Study 2: N = 244). In Study 2, participants were randomly allocated to control and message condition groups. Participants in the message condition group received a daily SMS, which reminded them to monitor RMC, while participants in the control group did not receive any message. Only students who completed all measures were considered in the analyses (Study 1: N = 342; Study 2: N = 228).Results: Study 1 showed that affective and instrumental attitudes, perceived behavioural control and meat-eating identity explained intentions to reduce RMC, while subjective norm, past behaviour and healthy-eating identity did not. Study 2 showed that an SMS intervention was effective in increasing intentions and reducing RMC. Mediation analyses indicated partial serial mediation through healthy-eating and meat-eating identities and intentions.Conclusion: The present studies provide support for the predictive validity of TPB in explaining intentions to reduce RMC and for the efficacy of an SMS intervention targeting self-monitoring in reducing RMC. Findings confirmed the important role of eating identities in explaining intentions to reduce RMC and in changing this behaviour.

The present study aimed to extend the literature on text messaging interventions involved in promoting healthy eating behaviours. The theoretical framework was the Theory of Planned Behaviour (TPB). A randomized controlled trial was used to test the impact of daily text messages compared to no message (groups) for reducing processed meat consumption (PMC) over a 2 week period, testing the sequential mediation role of anticipated regret and intention on the relationship between groups and PMC reduction. PMC and TPB variables were assessed both at Time 1 and Time 2. Participants were Italian undergraduates (at Time 1 N = 124) randomly allocated to control and message condition groups. Undergraduates in the message condition group received a daily SMS, which focused on anticipated regret and urged them to self-monitor PMC. Participants in the control group did not receive any message. Those who completed all measures at both time points were included in the analyses (N = 112). Findings showed that a daily messaging intervention, controlling for participants' past behaviour, reduced self-reported consumption of PMC. Mediation analyses indicated partial serial mediation via anticipated regret and intentions. The current study provided support for the efficacy of a daily messaging intervention targeting anticipated regret and encouraging self-monitoring in decreasing PMC. Outcomes showed the important mediating role of anticipated regret and intentions for reducing PMC.

7This research investigated whether the Theory of Planned Behavior (TPB) with the addition of self-8 identity could predict fruit and vegetable intake when controlling for past behavior. Previous 9 research had demonstrated the efficacy of TPB to predict intention and behavior in relation to food 10 choice and the additional power of self-identity, but had failed assess the effects of self-identity were not significant). Intention, self-identity and past behavior were direct predictors of behavior. 17The current findings support the independent effect of self-identity as a healthy eater on both

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