Predicting iron-fortified soy sauce consumption intention: application of the theory of planned behavior and health belief model.
OBJECTIVE
To identify variables that significantly predict the intention of iron ethylenediaminetetraacetic acid (NaFeEDTA)-fortified soy sauce (FeSS) consumption.


METHODS
A cross-sectional questionnaire survey, based on the Theory of Planned Behavior (TPB) and Health Belief Model (HBM), was administered, and a multistage, stratified sampling method was carried out to select study samples.


METHODS
Urban and rural areas in Guizhou province, China.


METHODS
636 women from rural areas and 454 from urban areas completed 1090 eligible questionnaires.


METHODS
Women's knowledge of FeSS; perceived severity and susceptibility of iron deficiency (ID) or iron deficiency anemia (IDA); and attitudes toward behavior, control beliefs, barriers, cues, intention to buy FeSS, health value, and health behavior identity factors were measured.


METHODS
A path analysis was conducted to test the goodness of fit of the model and to modify the model. Scale and factor analyses were conducted to verify the scale's reliability and construct validity. The alpha level was set at .05.


RESULTS
The model explained 35% to 55% of the variance of behavioral intention. FeSS knowledge directly and indirectly affected the intention to buy FeSS. The behavioral intention was also impacted by women's health value and perception of perceived susceptibility and severity of IDA through the behavior identity and attitudes toward behavior. Cues, as an external factor, greatly affected the intention. The external control belief was a weak factor affecting intention.


CONCLUSIONS
Integrated TPB and HBM explained the behavioral intention of FeSS consumption among women in Guizhou, China. Nutrition education should emphasize behavioral attitudes and identity, and improve knowledge of FeSS and perception of ID and IDA, which would relieve anxiety about FeSS.
Sun
Xinying
X
School of Public Health, Peking University Health Science Center, Beijing, PR China. xysun73@sina.com
Guo
Yan
Y
Wang
Sisun
S
Sun
Jing
J
D000328:Adult; D002681:China; D002755:Choice Behavior / Q000502:physiology; D003430:Cross-Sectional Studies; D005163:Factor Analysis, Statistical; D005260:Female; D005518:Food Preferences / Q000502:physiology; D005527:Food, Fortified / Q000706:statistics & numerical data*; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D033182:Intention; D019266:Iron, Dietary / Q000008:administration & dosage*; D008962:Models, Theoretical; D011237:Predictive Value of Tests; D015203:Reproducibility of Results; D012424:Rural Population / Q000706:statistics & numerical data; D045730:Soy Foods / Q000706:statistics & numerical data*; D011795:Surveys and Questionnaires; D014505:Urban Population / Q000706:statistics & numerical data
D019266:Iron, Dietary