Applying the theory of planned behavior to women's behavioral attitudes on and consumption of soy products

OBJECTIVE: To identify variables that significantly predict the intention and behavior concerning soy consumption applying the Theory of Planned Behavior and to determine the role of race on women's perspectives and consumption behaviors concerning soy. DESIGN: Cross-sectional survey, with self-administered questionnaires. SETTING: City park service programs, community organizations, black cultural classes, and university offices. PARTICIPANTS: A convenience sample of 205 black (n = 103) and white (n = 102) women. VARIABLES MEASURED: Women's behavioral attitudes, subjective norms, perceived behavioral control, intention, and behavior related to soy consumption. ANALYSIS: Correlation and stepwise regression analysis. RESULTS: All variables in the Theory of Planned Behavior showed significant correlations with behavioral intention, with behavioral attitudes exhibiting the strongest correlation (r = .57, P < .01). Stepwise multiple regression analyses revealed that behavioral attitude toward taste and subjective norms accounted for 47.7% of the variance in behavioral intention. Behavioral attitude toward taste explained 48.6% of the variability in behavior. There was no difference between races for consumption or Theory of Planned Behavior variables. CONCLUSIONS AND IMPLICATIONS: A negative attitude toward the taste of soy was the major predictor for low soy consumption. However, future studies should be undertaken to verify this relationship once more women become aware of and have tasted soy.