Motivations underlying healthy dietary adoption intentions: Evidence from university students in the Czech Republic

Encouraging people to adopt a healthy diet is believed to reduce the prevalence of obesity. However, a deeper understanding of consumers' psychology regarding healthy dieting is required for this intervention to be effective. To date, knowledge remains limited on the motivations preceding healthy dietary adoption among adult consumers in the Czech Republic, which is undoubtedly facing a high prevalence of obesity among other EU member states. Most importantly, few studies have modeled the food choice motives as primary antecedents of healthy dietary adoption intentions. Therefore, the current study proposes and tests a research model that explains the motivational factors for adopting healthy diets. Data were collected through an online survey involving 161 university students and analyzed using partial least squares structural equation modeling (PLS-SEM) procedures. The results reveal that food choice motives explain healthy dietary adoption intentions satisfactorily. Notably, the natural content and weight control motives positively and significantly affect healthy dietary adoption intentions. The study offers relevant contributions to the science of consumer motivation regarding healthy dieting and practical means to health promotion.