To Read or Not to Read : An Extension of the Theory of Planned Behaviour to Food Label Use

This study applies the Theory of Planned Behaviour (TPB) with ability constructs integrated to investigating consumers’ food label use intentions. With a national sample of 662 U.S. adults, survey results suggest that food label users score higher in all the TPB predictors than food label non-users. Furthermore, the study suggests that attitudes, descriptive norms, and nutrition literacy are significant predictors of food label use intentions for both label users and non-users. Perceived behavioural control (PBC) and reading ability are significant predictors for label users but not non-users. Nutrition literacy and reading ability moderate the effect of PBC on label users’ intention to continue using food labels. The study adds to earlier work on the application of TPB and the Motivation-Opportunity-Abilities model in consumer behaviours. In addition, our findings confirm the important role of nutrition literacy in health-related choices and have practical implications for nutrition education and campaigns. Full paper available at https://doi.org/10.1111/ijcs.12741