Abstract
To identify beliefs underlying attitudes, subjective norms and perceived behavioral control regarding sugar restriction using the theory of planned behavior, TPB. A survey of 981 students was conducted in Dar es Salaam, Tanzania. The TPB predicted behavioral intention, with R2 = 0.25. Analysis of variance showed consistent differences between intenders (strong intentions) and nonintenders (weak intentions) with regard to beliefs of immediate sensory concerns and psychological control factors. Support was provided for the TPB constructs to predict intended sugar restriction. Beliefs distinguishing intenders from nonintenders represent targets for interventions aimed at maintaining a low-level sugar intake among students in Tanzania.
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