Factors influencing intentions to take precautions to avoid consuming food containing dairy products

Abstract

Purpose -The melamine milk scandal caused a crisis of confidence in food containing dairy products. The purpose of this paper is to explore the determinants of precautionary behaviour to avoid food containing dairy products among Taiwanese college students. Design/methodology/approach -Of the total respondents selected using a multistage cluster sampling plan, 1,213 respondents completed the questionnaire. Findings -The survey results showed that subjective norms, attitude, perceived behavioural control, attention to news, and perceived credibility of information are significantly associated with the intention to take precautionary behaviour. Originality/value -The paper developed a modified theory of planned behaviour (TPB) that focused on attention and perceived credibility of milk scandal-related information as additional determinants of precautionary behaviour to avoid food containing dairy products. The inclusion of attention and perceived credibility of information constructs enabled a better model fit than that of the TPB model.

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“…While passive OHIB and eHealth literacy did not yield any significant influence on behavioral intention, their inclusion, along with active OHIB, significantly increased the predictive power of the TPB model. Consistent with previous studies that produced better fitting TPB models with the addition of external factors (Hagger et al, 2002b;Lu et al, 2010;Pavlou & Fygenson, 2006;Pelling & White, 2009), this study provided a substantial extension of the model that offers a concrete link between information-related factors, psychosocial predictors, and health behaviors. This study also provided behavioral evidence to support its measurement of behavioral intention.…”

“…This addition of external factors into the TPB model is a practice that several studies have already done. In fact, the extension of the TPB model has improved its overall predictive ability, as shown by the addition of past behavior (Hagger et al, 2002b), self-identity (Pelling & White, 2009), perceived usefulness (Pavlou & Fygenson, 2006), and perceived credibility (Lu et al, 2010). In line with these findings, this study also extended the TPB model by adding in eHealth literacy, active OHIB, and passive OHIB.…”

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“…In food consumption settings, several authors have consistently referred to the variables of the TPB over the years. Attitude refers to the degree to which an individual has a favorable or unfavorable evaluation or assessment of the intention and behavior in question [33][34][35]. Perceived behavioral control refers to the degree to which an individual has a perception of the ease or difficulty of performing a particular behavior and is supposed to reflect the experience, as well as anticipated problems and facilitators.…”

“…Perceived behavioral control refers to the degree to which an individual has a perception of the ease or difficulty of performing a particular behavior and is supposed to reflect the experience, as well as anticipated problems and facilitators. Finally, subjective norm refers to the degree to which the individual has a perception of social pressure to perform or not perform a given behavior [33][34][35][36].…”

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“…Perceived behavior control refers to the perceived ease or difficulty of performing the behavior and the amount of control one has over the attainment of the goals from said behavior [7]. According to [8] perceived behavioral control is positively associated with the personal confidence in the ability to complete a task and overcome challenges. Subjective norm refers to individual's perceptions of social pressure to perform or not to perform the behavior [2].…”