Including Moral Dimensions of Choice Within the Structure of the Theory of Planned Behavior1

There have been a number of recommendations for reducing fat in the diet, of which consuming milk of a lower fat content is one of the most popular. In the reported study, the Theory of Planned Behavior (TPB) was applied to attitudes towards the consumption of milks of differing fat contents. Subjects ( N = 257) completed a mail questionnaire in which the basic components of the model were assessed. A measure of perceived moral obligation for family's health was also included since it was predicted that this would constitute an influence not only on intentions, but also on attitudes. The findings largely support the predictive effect of the inclusion of the measure of perceived moral obligation. Differential attitudes and the use of alternative outcome evaluation scales are also examined. The findings are discussed in relation to possible extensions to the model.