Subjective Knowledge and The Antecedent-Mediator Relationship of TPB In Female Adolescence: Healthy Eating Intentions Prediction

Abstract

Purpose: This study aims to examine the predictors of intentions towards healthy eating (HE) behavior by applying the theory of planned behavior. It also aims to verify the way subjective knowledge about healthy eating moderates the attitude-intentions, subjective norms-intentions, and perceived behavioral control-intentions relationships. Methodology: The study employs a survey research design in which data is collected via self-administered structured questionnaires. The sample size was 404 female adolescences of 15-19 years. SPSS version 21, SMART PLS version 3, and AMOS version 20 were used to analyze the reliability, validity, measurement, and structural models. Findings: Family environment, as well as Parental norms and conformity towards those, are stronger to shape positive intentions towards, HE than other societal members’ norms. Perceived behavioral control of HE is not a significant antecedent of HE intentions which might be due to the contingency effect of subjective knowledge. Subjective knowledge about HE moderating the attitude-intentions, subjective norms-intentions, and perceived behavioral control-intentions relationships as proposed. Conclusion: This is the novelty of the present work in that it has presented the moderating role of subjective knowledge about HE on the aforementioned relationships of TPB and cultivated significant results out of it. TPB is extended and delivered that overall model contributed 65% of the variance in determining HE intentions by attitude, subjective norms, and behavioral control.

Keywords

• Socializing Consumer Behavior, Healthy Eating (HE) Intentions, Theory of planned behavior, Subjective Knowledge, Adolescence, Female Consumers