| Summary: | Purpose – Adhering to the guidelines regarding the consumption of fruit and vegetables is associated with positive health outcomes. Subjective well-being has been demonstrated to have a causal influence on positive health outcomes. The aim of this paper is to examine whether subjective well-being could add to the Theory of Planned Behaviour (TPB) in predicting fruit and vegetable consumption. Design/methodology/approach – A total of 72 undergraduates completed online measures of the TPB variables, subjective well-being components (happiness and life satisfaction) and fruit and vegetable consumption at a single time point. Findings – Subjective well-being made a significant contribution to the variance explained for both intention to consume fruit and vegetables and actual fruit and vegetable consumption (1.7% and 4.3%, respectively). Perceived behavioural control and happiness were found to be significant unique predictors of fruit and vegetable consumption. Originality/value – The TPB appears a useful model for predicting fruit and vegetable consumption, which is enhanced by the addition of subjective well-being variables. The current study provides direction to future interventions, suggesting that targeting perceived behavioural control and the subjective well-being component of happiness may be useful for improving fruit and vegetable consumption in young adults.
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