The role of self-identity in predicting fruit and vegetable intake.

This research investigated whether the Theory of Planned Behavior (TPB) with the addition of self-identity could predict fruit and vegetable intake when controlling for past behavior. Previous research had demonstrated the efficacy of TPB to predict intention and behavior in relation to food choice and the additional power of self-identity, but had failed assess the effects of self-identity while controlling for past behavior. At baseline (N = 210) TPB components and past behavior in relation to fruit and vegetable consumption plus self-identity as a healthy eater were measured by questionnaire in a sample of university students. At time 1, 4 weeks later, self-reported fruit and vegetable consumption was measured. Structural Equation Modelling (SEM) indicated attitude, PBC and self-identity to be significant predictors of intention (subjective norm and past behavior were not significant). Intention, self-identity and past behavior were direct predictors of behavior. The current findings support the independent effect of self-identity as a healthy eater on both intentions and future behaviour when controlling for TPB variables and also past behavior. The discussion considers the importance of self-identity in changing intentions and behavior for behaviors such as fruit and vegetable consumption.