Understanding Healthy Eating Behaviors Using Theory of Planned Behavior and Transtheoretical Model of Behavior Change
DOI:
https://doi.org/10.5032/jae.v67i2.3199Keywords:
Healthy eating behavior, Theory of Planned Behavior, Transtheoretical model, Behavior change, Behavior change intention, Southeastern USAbstract
Our study assesses participants' engagement in healthy eating behaviors and examines the factors that predict it. The Theory of Planned Behavior (TPB) and the Transtheoretical Model (TTM) were integrated to develop a conceptual model for exploring key research questions. Participants (n = 1,528) were recruited using quota-based nonprobability sampling, and data were collected through an online cross-sectional survey. The effects of TPB variables (attitude, subjective norm, and perceived behavioral control [PBC]) on participants at different stages of behavior change (precontemplation, contemplation, preparation, action, and maintenance) were assessed using descriptive statistics. Respondents were categorized into two groups: intention (cognitive phase: precontemplation, contemplation, and preparation) and behavior (actual behavior: action and maintenance). The effects of TPB variables on these two groups were assessed using binary logistic regression. Participants held mixed attitudes toward healthy eating, injunctive norms, and PBC. However, there was low agreement on healthy eating descriptive norms. The regression analysis showed that attitude had the strongest influence on healthy eating, followed by descriptive norm, PBC, income, participation in nutrition education programs, gender, and age. Strategies to develop positive attitudes, enhance PBC, and normalize healthy eating as a social norm to promote engagement in healthy eating behaviors are discussed.
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