Understanding and modelling vegetables consumption among young adults

- The TPB model explains 81% of intentions and 67% of behaviour variance.
- Perceived control, attitude and subjective norm predict intention.
- Intention affects eating vegetable behaviour in participants with low habits.
- Perceived behavioural control is the main behaviour predictor for high habits group.
- Habits moderates the intention-behaviour relationship.

Vegetables consumption is decreasing among young people in Italy. This paper aims to understand the main determinants of vegetables consumption among young adults to suggest possible intervention strategies to promote it. A cross-sectional study was conducted on a samples of Italian students (n = 751), using the theory of planned behaviour (TPB) as a conceptual framework. A structural equation modelling (SEM) was used to test the TPB predictors for eating at least two servings of vegetables per day next week, and multi-group analysis to assess the moderating effect of habits. The self-reported mean consumption was three servings of vegetables per day, but individuals reporting low habits consumed a lower number of servings and reported lower frequency of consumption. The TPB model explains 81% of intentions and 67% of behaviour variance. Intention significantly affects vegetable eating behaviour in participants with low habits, while for high habits group perceived control is the main behaviour predictor. This indicates that vegetable consumption may be intentional as well as habitual, depending on the level of habit strengths. Possible intervention strategies based on the relevant behavioural, normative and control beliefs are discussed.