APPLICATION OF FISHBEIN AND AJZEN EXPECTANCY-VALUE MODEL TO UNDERSTANDING FAT INTAKE

A questionnaire on attitudes towards the consumption of food types (specified by verbal labels) which contribute highly to fat in the diet was completed by 240 subjects who were quota sampled for sex, age and social class. The person's attitude toward consumption was found to be a good predictor of reported consumption. Differences in responses were found between groups of subjects who were classified by sex, age and social class. In general, females, the lower age groups and the higher social class subjects were found to have lower consumption and more negative attitudes towards the food types included. Individual belief-evaluation products on taste and healthiness of the foods were more closely related to attitudes towards consumption than were other beliefs (e.g. on convenience and price). © 1992.