Psychology Methods Predict Consumer Behavior (Paperback) | Released: 30 Nov 2020

Does habit strength moderate the intention behavior to consumption?Scientific evidence provides a sufficiently strong basis to justify the systematic development of intervention programs to increase healthy nutrition behaviors ( World Health Organization, 2003). Such as an adequate consumption of fruit, a high consumption of fruit is associated with lower risk of cancer ( Kremers et al., 2005, World Health Organization, 2003).Will the concept of habit influence consumption behavior? Such as, fruit is a kind of health food. If the consumer has habit to choose to buy different kinds of fruit to eat everyday. Is habit as a factor to influence the consumer to choose to buy fruit to eat? Otherwise, if the consumer has no habit to choose to buy different kinds of fruit to eat everyday. Is non-habit as a factor to influence the consumer individual consumption behavior to choose any kinds of fruit to eat everyday.Traditionally, habit has been measured by the number of times that behavior has already been performed in the past by an individual. Evidence to date indicates direct effects of past behavior on current behavior ( Conner & Abraham, 2001). Some consumption psychologists had done experiment to research whether habit factor can influence fruit consumption. Their showed fruit consumption was assessed with a five item questionnaire, which was validated against seven day dietary records and biomarker for fruit intake ( Bogers et. al 2004).According to this consumption questionnaire result, it showed that intention is hypothesized to be the most immediate determinant of consumption behavior, yet several recent lines of research suggest that intentional control of behavior may be difficult to change, due to habit behavior consumption is caused to the individual consumer. Thus, it is difficult to change the consumer's behavior, when who have habit to choose to consume different kinds of fruit every week. However, results showed that the influence of intention on fruit consumption was weak and non-significant for those who had a strong habit toward fruit consumption. In constant, for those with a low or medium habit strength towards fruit. For those with low/medium habit strength, path analyses confirmed the reasoned, intentional process is for fruit consumption. In contrast, for those with high habit strength, it had the strongest influence on behavior. Thus, perceived control ability of fruit consumption seems to overrule the planned and intentional processes of fruit consumption for those with a strong habit. The environment behavior link also relates to the origins of habit, which are thought to originate from repeated performance of a given behavior in a stable situation. Thus, it seems environment can be one factor to influence strong habit consumers to buy fruit to eat every week as well as strong habit fruit consumer will buy much fruit to eat more than weak habit fruit consumer per week.