1 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University2 Department of Management, Aarhus BSS, Aarhus University3 Department of Communcations Studies, Hong Kong Baptist University4 Department of Communication Studies, Hong Kong Baptist University5 Department of Management, Aarhus BSS, Aarhus University
Purpose - The objective of the study was to apply the Theory of Planned Behavior to predict Danish adolescents’ behavioural intention for healthy eating. Design/methodology/approach - A cluster sample survey of 410 students aged 11 to 16 years studying in Grade 6 to Grade 10 was conducted in Denmark. Findings - Perceived behavioural control followed by attitudes were the most important factors in predicting behavioural intention. Females and adolescents with a higher BMI were also found to have a stronger behavioural intention. Healthy eating was perceived to be beneficial and useful, and, to a lesser extent, interesting and desirable. Family, TV programmes, and teachers were influential socialization agents. Research limitations – The survey responses may be affected by a social desirability bias. The survey includes a non-probability sample and results may not be generalized to all Danish adolescents.
Health Education, 2013, Vol 113, Issue 1, p. 4-17
MAPP; Adolescents' health; Social marketing; Attitudes; Behavioral change