The role of attitudes, intentions and habit in predicting actual consumption of fat containing foods in Italy

Abstract

Objective: To explore which were the most important predictors of the actual consumption of foods containing fat and to test if there were different pro®les of beliefs and attitudes. Design: A total of 1200 households participated in a food consumption survey for 7 days. A questionnaire, containing questions on belief, attitude and intention items based on Ajzen and Fishbein's model, was completed on the ®rst day of the survey. Setting: The study was conducted at the beginning of 1994 in Italy. Subjects: In all, 860 subjects, randomly selected for each household participating in the food consumption survey, were included in this study. Results: A cluster analysis based on average daily intake per capita of nine types of food containing fats was carried out on 860 subjects. The three clusters represented people with different criteria of preference for milk. The relationship between the variables was tested using the forward selection method in multiple regression. The attitude entered sequentially into the model assessing the intention of consuming, after the habit component. Habit was found to be the most the most important predictor of the actual consumption of each type of food. The intention entered into the equation as predictor of the consumption only for butter and olive oil. Habit has been found more important than intention in in¯uencing the consumption of all types of food, whereas the intention did not enter into the model as determinant of the consumption with exception of butter and olive oil in which it remains as a signi®cant predictor. Conclusions:The results of the cluster analysis suggested that subjects of cluster 1 might be more concerned about fat intake. The ®ndings of the regressions showed that the subjective measure of habit entered in the model as the most important predictor of the actual consumption of each type of food. The low prediction of the actual consumption indicated that there could be other important variables in¯uencing the consumption not included in this study.

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