The theory of planned behaviour and healthy eating: Examining additive and moderating effects of social influence variables.

Abstract This paper examines the additive and moderating effects of social influence variables (injunctive norms, descriptive norms, perceived social support) within the Theory of Planned Behaviour (TPB). The target behaviour is the decision to eat healthily. Questionnaire responses on components of the TPB, descriptive norms, perceived social support, and subsequent healthy eating were obtained from a prospective sample of 235 members of the general public. Good predictions of intentions (42% of variance explained) and behaviour (15% of variance explained) were found using the Theory of Planned Behaviour. Neither descriptive norms nor perceived social support added to these predictions of intentions over and above the TPB variables. However, perceived social support was found to act as a moderator variable on the relationship between perceived behavioral control and intention, and the relationship between attitude and intention. Implications for exploring the role of social influence variables on decisions concerning health behavioun an discussed.