Expanding the theory of planned behavior to predict fruits and vegetables consumption among a sample of women in Saudi Arabia

Background Adequate fruit and vegetable (F&V) intake is a key component of a healthy diet and is influenced by both psychological and environmental factors. Aim to explore determinants of F&V consumption among Saudi adult women, applying an extended Theory of Planned Behavior (TPB) model. Methods A cross-sectional survey recruited 476 Saudi adult women aged 18–59 across all five regions of Saudi Arabia. Data were collected using a validated online questionnaire assessing TPB constructs, socio-demographics, lifestyle behaviors, and dietary patterns. Structural equation modeling (SEM) was used to test both the original and extended TPB models. Results Participants held positive attitudes but demonstrated low adherence, consuming a mean of 3.33 F&V servings daily. In the original TPB model, intention, and perceived behavioral control (PBC) significantly predicted behavior (R 2 = 31%), while attitude, subjective norms, and PBC predicted intention (R 2 = 75%). The extended model explained 45% of the variance in behavior, with PBC as the sole direct significant predictor. Knowledge and family meal frequency positively influenced attitudes, while F&V purchasing, and a healthy diet were associated with higher PBC. Conclusion PBC emerged as the only direct predictor of behavior in the extended model. Moreover, this study highlighted the crucial role of PBC in translating intention into the actual consumption of fruits and vegetables among Saudi women. Family-centered strategies that strengthen women's confidence and skills in healthy meal planning may effectively bridge the intention–behavior gap.