Understanding the relative influence of attitudes and societal norms on dietary intentions among African-Caribbean women

•A psychosocial theory is used to understand challenges of dietary intentions among women.•A priori social forces which influence attitude and subjective norms are measured.•Family members are more important than friends or church in influencing consumption patterns.

This study applies the theory of reasoned action (TRA) to understand the relative influence of personal attitude (AT) toward three chronic diseases (diabetes, heart disease, and hypertension), and social normative (SN) groups (family, friends, and church), toward intention to engage in dietary behaviors associated with obesity and chronic disease risk. The sample consists of N = 183 women, aged 18–55 years, in Barbados, West Indies, selected through a stratified cluster sample technique. The instrument includes demographic and anthropometric variables and components of the TRA. Analyses using structural equation modeling (SEM) indicate that the TRA explains 22%, 35% and 19% of the variances in intention to consume high-fat foods, alcohol, and fruits, nuts and vegetables, respectively. SN is a predictor of all three dietary intentions, while AT predicts only intention to eat fruit, nuts, and vegetables. In the models, social pressure from family is relatively more important than friends and church in influencing dietary intentions. It can be concluded that social normative influences have a stronger effect on intentions to consume fatty foods, alcohol, and fruit, nuts and vegetables than do personal attitudes.