Prediction of reported consumption of selected fat-containing foods.

A total of 100 American females (mean age = 20.8 years) completed a questionnaire, in which their beliefs, evaluations, liking and consumption (frequency, consumption compared to others, intention to consume) of milk, cheese, ice cream, chocolate and "high-fat foods" were measured. For the design and analysis, the basic frame of reference was the Fishbein-Ajzen model of reasoned action, but the final analyses were carried out with stepwise multiple regression analysis. In addition to the components of the Fishbein-Ajzen model, beliefs and evaluations were used as independent variables. On the average, subjects reported liking all the products but not "high-fat foods", and thought that milk and cheese were "good for you" whereas the remaining items were "bad for you". Principal component analysis for beliefs revealed factors related to pleasantness/benefit aspects, to health and weight concern and to the "functionality" of the foods. In stepwise multiple regression analyses, liking was the predominant predictor of reported consumption for all the foods, but various belief factors, particularly those related to concern with weight, also significantly predicted consumption. Social factors played only a minor role. The multiple R's of the predictive functions varied from 0.49 to 0.74. The fact that all four foods studied elicited individual sets of beliefs and belief structures, and that none of them was rated similar to the generic "high-fat foods", emphasizes that consumers attach meaning to integrated food entities rather than to ingredients.