Agronomy journal, Vol. 87 No. 2, 2025.
Preliminary communication
Recommended fruit and vegetables consumption, among students in Bosnia and Herzegovina: is the theory of planned behaviour a suitable basis for marketing campaigns?
Ivan Faletar
; University of Zagreb, Faculty of Agriculture, Svetošimunska cesta 25, Zagreb, Croatia
*
Jelena Faletar
; Clinical Hospital Sveti Duh, Zagreb, Croatia
Maja Santai
; Clinic for Psychiatry, Memmingen, Germany
Marija Cerjak
orcid.org/0000-0003-0696-4364
; University of Zagreb, Faculty of Agriculture, Svetošimunska cesta 25, Zagreb, Croatia
* Corresponding author.
Abstract
Although the Theory of Planned Behaviour (TPB) has been shown to be an effective framework for explaining various types of social behaviour, the extent to which the standard TPB model can be enhanced by incorporating additional variables across different markets and specific consumer groups has not yet been sufficiently investigated. The aim of this study was to investigate the factors influencing recommended fruit and vegetables consumption by adding the variable self-identity to the TPB. 450 questionnaires were distributed to the students and 407 completed questionnaires were collected. The results of the structural equation modelling showed that attitudes, subjective norms, and perceived behavioural control explained 61% of the variance in the intention to consume the daily recommended amounts of fruit and vegetables. Intention and self-identity explained 48% of the variance in behaviour (consumption) under acceptable model fit criteria, confirming the effectiveness of the extended TPB model in predicting fruit and vegetables consumption among university students. These results provide a strong basis for the development of public policies to promote F&V consumption. In addition, they contribute to the extensive literature on the effectiveness of TPB application.
Keywords
expanded theory of planned behaviour; fruit and vegetables consumption; university students; Bosnia and Herzegovina
Hrčak ID:
339999
URI
Publication date:
1.10.2025.
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