Understanding college students’ intention to consume fruits and vegetables: an application of the Model of Goal Directed Behavior

Abstract

ABSTRACTThe Model of Goal-directed Behavior (MGB) was used to examine factors influencing college students’ intentions to consume fruit and vegetable (F&V). College students, ages 19 years or older pursuing any undergraduate major at The University of Alabama participated in this cross-sectional study. Participants completed validated survey instruments measuring attitude, subjective norm, perceived behavioral control, intention, positive anticipated emotion, negative anticipated emotion, past behavior and desire. Structural equation modeling (SEM) was used to examine psychosocial determinants of intention to consume F&V among college students. Desire had a significant positive relationship with intention. Although desire was not significantly influenced by attitude, subjective norm, or perceived behavioral control, positive anticipated emotion had a significant positive relationship with desire. Past behavior had a significant relationship with both desire and intention. In addition, college students’ intention to consume F&V was significantly influenced by perceived behavioral control. Findings from this study suggest that desire is critical in prompting behavior change. Further, factors influencing desire and/or intention in this population include positive anticipated emotions, past behavior and perceived behavioral control.Abbreviations: Model of goal directed behavior – MGB, fruits and vegetable –F&V