From intention to behavioural adherence: the moderating role of eudaimonic food-related well-being orientation in Mediterranean diet adoption

Purpose This study examines why Generation Z consumers' intentions to adopt a healthy diet do not always translate into sustained food consumption behaviour. Drawing on the Theory of Planned Behaviour (TPB), it analyses how attitude, subjective norms and perceived behavioural control influence healthy eating intentions and how these intentions relate to self-reported adherence to the Mediterranean diet. The study also examines the moderating role of eudaimonic food-related well-being orientation in both intention formation and behavioural adherence. Design/methodology/approach Survey data were collected from 341 Generation Z consumers. Adapted multi-item scales were used to measure TPB constructs and eudaimonic food-related well-being orientation, while Mediterranean diet adherence was assessed through a dietary adherence index. Structural equation modelling was used to test direct and interaction effects. Findings Attitude and perceived behavioural control positively influence intention, whereas subjective norms do not show a significant direct effect. Perceived behavioural control and intention both positively predict self-reported adherence to the Mediterranean diet. Eudaimonic food-related well-being orientation moderates several key relationships: higher levels strengthen the effects of attitude on intention and intention on dietary adherence, while lower levels increase the influence of subjective norms and perceived behavioural control. Originality/value By conceptualising eudaimonic food-related well-being orientation as a motivational moderator, this study advances understanding of the intention–behaviour gap in healthy eating among Generation Z consumers.