Intention to consume seafood--the importance of habit.
The role of habit strength and past behaviour were studied in order to gain a better understanding of seafood consumption behaviour. A sample of Norwegian adults (N=1579) responded to a self-administered questionnaire about seafood consumption habits, past frequency of seafood consumption, and attitude towards and intention to eat seafood. Structural equation modelling revealed that past behaviour and habit, rather than attitudes, were found to explain differences in intention, indicating that forming intention does not necessarily have to be reasoned. The results also indicated that when a strong habit is present, the expression of an intention might be guided by the salience of past behaviour rather than by attitudes. The findings of this study might thus have consequences for dietary interventions.
Honkanen
Pirjo
P
Norwegian Institute of Fisheries and Aquaculture Research, Post Box 6122, NO-9291 Tromsø, Norway. pirjo.honkanen@fiskeriforskning.no
Olsen
Svein Ottar
SO
Verplanken
Bas
B
D000293:Adolescent; D000328:Adult; D000368:Aged; D000369:Aged, 80 and over; D001290:Attitude; D004032:Diet; D004034:Diet Surveys; D005247:Feeding Behavior; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D008960:Models, Psychological; D009664:Norway; D017747:Seafood