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<p>Low fruit and vegetable (F&amp;V) consumption is prevalent among Saudi women, despite global health recommendations. To identify the psychological determinants of F&amp;V intake using the theory of planned behavior (TPB) and to examine the moderating role of habit. A cross-sectional survey was conducted among 467 adult Saudi women. The questionnaire measured TPB constructs—attitude, subjective norm (SN), perceived behavioral control (PBC), intention, and behavior—alongside habit strength using a validated self-report habit index. Structural equation modeling (SEM) tested the TPB model, and multi-group analysis examined differences across low, medium, and high habit levels. Only 22.3% of women met the WHO recommendation of ≥ 5 F&amp;V servings daily, with significant variation by habit level (10.2% low-habit vs. 30.5% high-habit; <i>p</i> &lt; 0.001). The high habit group showed significantly better knowledge of WHO recommendations (<i>p</i> = 0.013), healthier dietary perceptions (<i>p</i> &lt; 0.001), and more frequent purchasing and preparation of F&amp;V (<i>p</i> &lt; 0.001). Physical activity also increased with habit strength (<i>p</i> &lt; 0.001). Compared to the low-habit group, women in the high-habit group reported higher scores for all the TPB constructs (<i>p</i> &lt; 0.001). SEM results indicated that the TPB model explained 31% of the variance in behavior and 75% in intention. In the overall sample, both intention (β = 0.32, <i>p</i> = 0.005) and PBC (β = 0.26, <i>p</i> = 0.032) predicted F&amp;V intake. PBC was the strongest predictor of intention (β = 0.66, <i>p</i> &lt; 0.001), followed by SN and attitude. Across habit levels, PBC consistently predicted intention; attitude was significant in the low-habit group, and SN in the high-habit group. Perceived control strongly influences both intention and behavior, but habit moderates these relationships. Interventions should enhance self-efficacy and establish regular F&amp;V consumption among Saudi women.</p>

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The role of habit strength in the theory of planned behavior for fruit and vegetable intake among women in Saudi Arabia

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年4月9日

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  • Rasha Alshaalan,
  • Walaa Essam Alhassani,
  • Sarah A. Alasmari,
  • Rowida Khader Allily,
  • Nouf Abdullah Alharbi,
  • Huda Wazzan,
  • Rola Adnan Jalloun,
  • Majd Jan,
  • Mahitab A. Hanbazaza,
  • Nada Benajiba

摘要

Low fruit and vegetable (F&V) consumption is prevalent among Saudi women, despite global health recommendations. To identify the psychological determinants of F&V intake using the theory of planned behavior (TPB) and to examine the moderating role of habit. A cross-sectional survey was conducted among 467 adult Saudi women. The questionnaire measured TPB constructs—attitude, subjective norm (SN), perceived behavioral control (PBC), intention, and behavior—alongside habit strength using a validated self-report habit index. Structural equation modeling (SEM) tested the TPB model, and multi-group analysis examined differences across low, medium, and high habit levels. Only 22.3% of women met the WHO recommendation of ≥ 5 F&V servings daily, with significant variation by habit level (10.2% low-habit vs. 30.5% high-habit; p < 0.001). The high habit group showed significantly better knowledge of WHO recommendations (p = 0.013), healthier dietary perceptions (p < 0.001), and more frequent purchasing and preparation of F&V (p < 0.001). Physical activity also increased with habit strength (p < 0.001). Compared to the low-habit group, women in the high-habit group reported higher scores for all the TPB constructs (p < 0.001). SEM results indicated that the TPB model explained 31% of the variance in behavior and 75% in intention. In the overall sample, both intention (β = 0.32, p = 0.005) and PBC (β = 0.26, p = 0.032) predicted F&V intake. PBC was the strongest predictor of intention (β = 0.66, p < 0.001), followed by SN and attitude. Across habit levels, PBC consistently predicted intention; attitude was significant in the low-habit group, and SN in the high-habit group. Perceived control strongly influences both intention and behavior, but habit moderates these relationships. Interventions should enhance self-efficacy and establish regular F&V consumption among Saudi women.