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Influence of consumer socio-psychological food environment on food choice and its implications for nutrition: evidence from Tanzania
This study investigates the relationship between socio-psychological factors in the food environment and consumers’ intentions to make healthy food choices, using the Theory of Planned Behavior as a framework. A survey of 714 adult consumers from both rural and urban areas in Tanzania was conducted, and data were analyzed through structural equation modeling. Results demonstrated that consumers’ knowledge, attitudes, and perceived behavioral control accounted for 93% of the variance in their intention to choose healthy foods. Furthermore, a positive correlation was observed between the intention to choose healthy foods and actual consumption of fruits and vegetables. Background factors, including age, gender, location, and income, were found to significantly influence both intentions and behaviors related to healthy eating. Notably, a discrepancy was identified where the intentions of female and urban consumers did not align with their actual consumption patterns of fruits and vegetables. These findings underscore the importance of socio-psychological elements within the food environment as crucial determinants of food choice behavior. The study suggests that integrating socio-psychological insights into food environments and implementing nutrition-sensitive and nutrition-specific interventions could enhance consumer knowledge and foster favorable attitudes towards healthy eating. Additionally, food and health literacy programs are proposed as effective strategies to promote healthy eating behaviors. [NPID: consumer, behavior, food choice, socio-psychological, food environment, theory of planned behavior]
Year: 2025
