Using the Theory of Planned Behavior to Understand Seniors' Fruit and Vegetable Purchasing Intentions at Farmers' Markets

Author

Crystal Middleton, Southern Illinois University CarbondaleFollow

Date of Award

1-1-2009

Degree Name

Master of Science

Department

Food and Nutrition

First Advisor

Smith, Sylvia

Abstract

This study examined senior citizens' fresh fruit and vegetable purchasing intentions at farmers' markets using the Theory of Planned Behavior. A survey instrument that measured fruit and vegetable shopping habits in relation to TPB constructs was used to collect information from seniors at farmers' markets. Surveys were administered at four farmers' markets in Southern Illinois. Data were collected and analyzed using SPSS 15.0 for Windows. Results showed that attitude, subjective norm, and perceived behavioral control were correlated with intention to purchase fresh fruits and vegetables at farmers' markets. Multiple regression analysis indicated that attitude and perceived behavioral control most strongly predicted intentions to purchase fresh fruits and vegetables at farmers' markets. When comparing the means of seniors with Senior Farmers' Market Nutrition Program coupons and seniors without coupons, the only construct that was significantly different between the two groups was perceived behavioral control. Results of this study may be useful to senior programs and those in the food and nutrition field because it gives insight on factors that influence fruit and vegetable purchasing intentions.