Pizza and pop and the student identity: the role of referent group norms in healthy and unhealthy eating.

Using the Theory of Planned Behavior (I. Ajzen, 1985, 1991) and referent group (student) norms and identification (D. J. Terry & M. A. Hogg, 1996), the authors longitudinally predicted healthy eating intentions and behavior in a sample of 137 university students. Specifically, attitudes, subjective norms, and perceived control predicted intentions at Time 1, which predicted self-reported behavior at Time 2. There was also a link between intentions and observed behavior at Time 2. Beyond the planned behavior variables, referent group norms for university students' eating behavior interacted with participants' identification as students to predict healthy eating intentions. The authors discussed implications for researcher's conceptualization of normative influence and for interventions into this group's eating behavior.