Are you cooking your meat enough? The efficacy of the Theory of Planned Behavior in predicting a best practice to prevent salmonellosis

Salmonella is one of the most common pathogens in the European Union which can spread in the domestic environment due to incorrect food handling practices. This study has investigated the efficacy of the Theory of Planned Behavior (TPB) to uncover the processes that lead to the formation of the intentions and thus to a specific behavior, i.e. consuming meat and fresh sausages only if well cooked. Two parallel longitudinal studies comprising Italian young adults and adults were carried out. In a two week period, participants were administered two questionnaires measuring behavioral intentions and their antecedents in the first wave, and self-reported behavior toward the target behavior in the second one. Results showed the superior predictive power of the TPB plus past behavior. From a cognitive perspective, the samples differed: the actual behavior of young adults derives from intentions and perceived control, whereas the behavior of adults depends only on past behavior. Findings suggest that food risk-communication should consider the differences in behavior models. (C) 2011 Elsevier Ltd. All rights reserved.