Health Consciousness and Dietary Behavior: A Theory of Planned Behavior Analysis of Organic Food Adoption Among Young Consumers

The adoption of healthier dietary behaviors has become a critical public health concern, particularly among young populations facing structural and economic constraints. Within this context, organic food consumption can be understood not only as a market choice but as a form of health-related behavior influenced by psychological factors. Drawing on the Theory of Planned Behavior, this study examines how health consciousness and core cognitive determinants shape dietary health behavior through their influence on behavioral intention and self-reported consumption patterns. A cross-sectional quantitative design was employed using data from 384 young consumers in an emerging market context (Ambato, Ecuador). The proposed model was tested using covariance-based structural equation modeling (CB-SEM). The findings indicate that perceived behavioral control is the strongest predictor of intention to engage in organic food consumption, followed by attitude and subjective norms. Health consciousness is positively associated with attitude and indirectly influences behavioral intention through this pathway. No significant relationship was found between perceived behavioral control and attitude. Behavioral intention shows a strong association with self-reported consumption behavior. These results highlight the central role of perceived feasibility in shaping health-related dietary behaviors in constrained contexts, where structural barriers may limit the translation of positive attitudes into action. The study contributes to the health psychology literature by providing context-sensitive evidence on how cognitive and motivational factors interact within the TPB framework to influence dietary behavior. Implications for promoting healthier consumption patterns emphasize the need to address both psychological drivers and structural constraints.