Applying the theory of planned behavior with optimistic bias to understand food safety behaviors of young and middle-aged highly educated Brazilian consumers

Abstract

Foodborne diseases are commonly linked to food handled in household kitchens, and comprehension of consumers' food safety behaviors is essential for addressing this issue. This study evaluated young and middle-aged highly educated Brazilian consumers' intention to perform food safety behaviors while handling food at home, applying the Theory of Planned Behavior (TPB) extended version with optimistic bias (OB) as a new predictor. Nine hundred and eighteen young and middle-aged highly educated consumers from Brazil responded to an online questionnaire based on the TPB with the addition of OB. The extended version explained 27% of the variance in intention (adj. r2 = 0.27, p < 0.001), while results from the original TPB model showed 25% of the variance (adj. r2 = 0.25, p < 0.001). All predictors (attitude, subjective norm, perceived behavioral control, and OB) positively and significantly influenced behavioral intention. The extended version of the theory is a useful instrument for understanding consumers' intention to perform food safety behaviors. Moreover, Brazilian consumers’ beliefs should be considered in marketing and governmental campaigns to increase food safety.