Consumer perceptions of dietary changes for reducing fat intake

Although consumers have been advised to reduce their dietary fat intake, there has been no change in average fat intake (as a percentage of energy) in the United Kingdom over the past decade. In the study reported in this paper, the theory of planned behavior (Ajzen, 1991) was used to investigate co...

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Bibliographic Details
Published in:Nutrition research (New York, N.Y.) N.Y.), 1995-12, Vol.15 (12), p.1755-1766
Main Authors: Paisley, C., Lloyd, H., Sparks, P., Mela, D.J.
Format: Article
Language:English
Subjects:
Actual
ADULTE
ADULTOS
Advertising. Marketing. Consume behavior
ALIMENTOS
Applied psychology
Biological and medical sciences
COMPORTAMIENTO
COMPORTAMIENTO DEL CONSUMIDOR
COMPORTAMIENTO HUMANO
COMPORTEMENT
COMPORTEMENT DU CONSOMMATEUR
COMPORTEMENT HUMAIN
CORPS GRAS
DIETA
ENCUESTAS
ENQUETE
Fat intake
Fundamental and applied biological sciences. Psychology
GRASAS
Human physiology applied to population studies and life conditions. Human ecophysiology
INGESTION DE ALIMENTOS
INGESTION DE NUTRIENTES
INGESTION DE SUBSTANCES NUTRITIVES
Intention
Medical sciences
Nutritional survey. Food supply and nutritional requirement
Perceived
PRISE ALIMENTAIRE (HOMME)
PRODUIT ALIMENTAIRE
Psychology. Psychoanalysis. Psychiatry
Psychology. Psychophysiology
REGIME ALIMENTAIRE
REINO UNIDO
ROYAUME UNI
TECHNIQUE DE PREVISION
TECNICAS DE PREDICCION
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Summary:Although consumers have been advised to reduce their dietary fat intake, there has been no change in average fat intake (as a percentage of energy) in the United Kingdom over the past decade. In the study reported in this paper, the theory of planned behavior (Ajzen, 1991) was used to investigate consumers' attitudes, subjective norm and perceived control as they relate to reducing fat in the diet. Information about current fat intake was also obtained using a Food Frequency Questionnaire, for all 390 respondents who were then classified into tertiles based on their actual and perceived current fat intakes. For the total sample, subjective norm was the most important predictor of intentions to reduce fat intake and to carry out specific dietary changes. This was also the case for people consuming a low fat diet and for those who perceived their fat intake as low, while attitude was the best predictor of intention for people consuming a high fat diet and for those who perceived their fat intake as high. Perceived control was found to be a poor predictor of intention in all cases.
ISSN:0271-5317
1879-0739
DOI:10.1016/0271-5317(95)02045-4