Predicting consumers’ intention to consume ready-to-eat meals. The role of moral attitude

This study investigates the usefulness of integrating moral attitude into the Theory of Planned Behavior (TPB) model when predicting intention to consume ready-to-eat (RTE) meals. Questionnaire data were gathered in three countries: Norway (N = 112), The Netherlands (N = 99), and Finland (N = 134) in spring 2009. A stepwise hierarchical regression was conducted, and the analyses showed that moral attitude is an important predictor of RTE-meal consumption. The feeling of moral obligation, operationalised as a negative feeling of guilt, had a negative effect on peoples’ intention to consume ready meals in all the three countries tested, and the explained variance (R2) for TPB increased when moral was added as an explanatory factor. However, although the test showed significant results for the effect of attitude towards behavior and moral in all countries, non-significant results were observed for the effect of subjective norm in both The Netherlands and Norway when moral attitude was included to the TPB-model, indicating cultural differences in the social pressure towards ready meal consumption.