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The theory of reasoned action and food choice insights from a transitional economy

Lookup NU author(s): Dan Petrovici, Emeritus Professor Christopher Ritson, Dr Mitchell Ness


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This article draws upon a consumer survey carried out in Romania to explore determinants of food choice. A modified version of the theory of reasoned action was developed. This included attitude toward intention, habit and food preference as independent variables. Structural equation modelling showed a significant positive influence of all variables. Similar to other studies conducted in European Union countries, habit outweighed the other variables. This suggests that the influence of non-economic variables may be increasing in importance in explaining food choice and consumer behaviour in the emerging economies, though the influence of these variables may still be limited relative to that of economic factors. © 2004 by The Haworth Press, Inc. All rights reserved.

Publication metadata

Author(s): Petrovici DA, Ritson C, Ness M

Publication type: Article

Publication status: Published

Journal: Journal of International Food and Agribusiness Marketing

Year: 2004

Volume: 16

Issue: 1

Pages: 59-87

ISSN (print): 0897-4438

ISSN (electronic): 1528-6983

Publisher: Routledge


DOI: 10.1300/J047v16n01_05


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