Consuming traditional food products of one's province: A test of planned behavior theory

In this paper we tested the predictive power of the Theory of Planned Behavior (TPB), when the target behavior is consuming traditional foods of one's province (Trentino, Italy). Meat-based products were considered, and students attending senior high schools were surveyed. TPB and TPB + past behavior were tested, using structural equation models. We found that consumption intentions were predicted by attitude, subjective norms and past behavior; behavior was in turn predicted by intentions, perceived control, and past behavior. Both TPB and TPB + past behavior explained a large amount of variance in intentions, and a moderate amount in behavior. We also examined the relationship between TPB constructs and behavioral beliefs and identification (with the province). Findings demonstrate the predictive power of TPB; they also suggest strategies that can be followed to orient consumption in directions beneficial to health.