Predicting Intent to Consume Beef: Normative Versus Attitudinal Influences1 Academic Article uri icon


  • Abstract The Ajzen‚ÄźFishbein (1980) model to predict intent to perform behavior was used to assess the intent to consume beef among a stratified random sample of 400 Texas women. It was found that attitudes toward consuming beef do not predict directly intent to consume beef, but the subjective norm does. Specifically, the respondent's husband and friends strongly affect her intention to consume less beef. Thus, knowing the subjective norm permits prediction of her intentions because such intentions are not under attitudinal control. These findings call for an intensification of research efforts on food consumption on social influences such as referent others. 1992 Rural Sociological Society

author list (cited authors)

  • Zey, M., & McIntosh, A.

citation count

  • 17

publication date

  • February 2010