Predicting food choice: a meta-analysis based on the theory of planned behavior

Abstract

Purpose The theory of planned behavior (TPB) emerged as one of the main theoretical bases for understanding consumer intentions and behaviors, with robust results covering different topics. In the context of food, the use of theory has motivated the replication and extension of the model under different circumstances. The paper aims to discuss these issues. Design/methodology/approach The aims of this meta-analysis were to synthesize the literature on TPB in the food choice context and analyze the moderator effect on direct relationships under theoretical, methodological and cultural circumstances A random-effects meta-analysis of 155 studies (n=367.994) was conducted. Findings There was a robustness in the application of the TPB model to predict food choice; in particular, attitude was the stronger predictor of intention (r=0.386). The analysis of moderators showed that food origin, life cycle, involving technology, healthcare, ethical concerns, motivation and convenience change the original model relations. Research limitations/implications This meta-analysis is limited by the scope of the investigated literature and publication bias. This approach contributes to the literature in two ways. It confirms the robustness of the theoretical model for predicting behaviors in the context of food choice. Furthermore, this research is the first to provide support to sample, cultural and situational moderators. Originality/value The findings offer insights into the food choice context and identify some gaps and opportunities for future research.

GMO Food Labels Do Not Affect College Student Food Selection, Despite Negative Attitudes towards GMOs

“…A significant amount of work has demonstrated that attitudes are often strongly related to consumer behavior [ 16 , 17 , 34 , 35 ]. However, little research has probed how attitudes toward GMOs relate to food choices, and how labels indicating either the presence or absence of GMOs differentially impact consumers’ product evaluations.…”

“…Previous research has shown that attitude can successfully predict subsequent behavior [ 13 , 14 , 15 , 16 , 17 ]. When applied to the current research, this line of work implies that a negative attitude towards GM food products should translate into the behavior of avoiding such products.…”

“…In the US, upwards of 75% of consumers are concerned about the perceived health and environmental risks of GM foods; 70% of consumers believe that consuming GM food is dangerous and 51% of Americans perceive GMOs to be worse for health than non-GM alternatives [ 6 , 10 , 11 , 12 ]. Although attitude has been successfully used to predict behavior within many health decision contexts [ 13 , 14 , 15 , 16 , 17 ], attitude alone may be insufficient for predicting consumer purchasing behavior with regard to GM-labeled products.…”

The impacts of perceived moral obligation and sustainability self‐identity on sustainability development: A theory of planned behavior purchase intention model of sustainability‐labeled coffee and the moderating effect of climate change skepticism

“…Numerous studies have applied this theoretical TPB model to explore consumers' willingness to participate in certain pro-environmental behaviors (e.g., Bamberg, Ajzen, & Schmidt, 2003;Bamberg & Schmidt, 2001;Chen, 2016;Lam, 1999;Terry, Hogg, & White, 1999) and purchase behavior of environmentally sustainable products (Kumar, Manrai, & Manrai, 2017;Lee, Jin, & Shin, 2018). In addition, a meta-analysis conducted by Nardi, Jardim, Ladeira, and Santini (2019) had verified that the application of the TPB model is robust to predict food choice.…”

Purchase Intention of Specialty Coffee

“…Han and Hansen analyzed 16 empirical studies regarding TPB and sustainable food consumption, and their findings show that TPB has adequate power to explain the intention of sustainable food consumption. In particular, attitude (r = 0.62) and subjective norm (r = 0.55) show strong effects on the intention to consume [29]. McDermott and other authors analyzed the variables of TPB associated with discrete food choices in 42 studies, and their results indicated that attitude has the most active association with intention (r = 0.54) followed by perceived behavioral control (r = 0.42) and finally by subjective norm (r = 0.37) [30].…”