Predicting fruit consumption: A multi-group application of the Theory of Planned Behavior

The main aim of the study was to test a two-wave longitudinal prediction model for the consumption of at least three portions of fruit per day, that was grounded on the Theory of Planned Behavior (TPB; Ajzen, 1991), extended with measures of past behavior and self-identity as a healthy eater. Self-identity is defined as a salient part of the self-concept specifically relates to a desirable behavior, such as, in this case, healthy eating. A...