Antecedents to premium fruit and vegetable consumption: The new theory of planned behaviour

Abstract

This study aimed to identify the elements that favour the consumption of horticultural foods in the premium category. For this purpose, we elaborated a structural model, based on the updated version of the theory of planned behaviour (TPB) and with the inclusion of the constructs healthy habit and functional congruence. We conducted a survey with 288 consumers of fruits and vegetables. The results show that the purchase intention of consumers of premium fruits and vegetables tends to be positively influenced by attitude, subjective norms, healthy habits and the functional congruence of consumers, and such congruence also impacts the attitude. Purchase intention tends to positively impact purchase behaviour. Perceived behavioural control (PBC) tends to boost the influence of attitude on intention and decrease the strength that subjective norms exert on this same purchase intention. We conclude that consumers’ attitudes, the opinions of their social core, PBC, their healthy habits, and functional congruence can impact consumers’ intention to buy produce in the premium category and, consequently, their purchasing behaviour. This study contributes to the theory with its findings regarding the role of healthy habits and functional congruence in the updated TPB model applied to the premium fruit and vegetable market.