This study applies the Theory of Planned Behaviour (TPB) with ability constructs integrated to investigating consumers’ food label use intentions. With a national sample of 662 U.S. adults, survey results suggest that food label users score higher in all the TPB predictors than food label non-users. Furthermore, the study suggests that attitudes, descriptive norms, and nutrition literacy are significant predictors of food label use intentions for both label users and non-users. Perceived behavioural control (PBC) and reading ability are significant predictors for label users but not non-users. Nutrition literacy and reading ability moderate the effect of PBC on label users’ intention to continue using food labels. The study adds to earlier work on the application of TPB and the Motivation-Opportunity-Abilities model in consumer behaviours. In addition, our findings confirm the important role of nutrition literacy in health-related choices and have practical implications for nutrition education and campaigns.

中文翻译：

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阅读或不阅读：计划行为理论对食品标签使用的扩展

本研究将计划行为理论 (TPB) 与能力结构相结合，以调查消费者的食品标签使用意图。对 662 名美国成年人的全国抽样调查结果表明，食品标签使用者在所有 TPB 预测指标中的得分都高于食品标​​签非使用者。此外，该研究表明态度、描述性规范和营养素养是标签使用者和非使用者食品标签使用意图的重要预测因素。感知行为控制 (PBC) 和阅读能力是标签用户而非非用户的重要预测指标。营养素养和阅读能力调节 PBC 对标签使用者继续使用食品标签的意愿的影响。该研究增加了早期关于 TPB 和动机-机会-能力模型在消费者行为中的应用的工作。