Cognitive Determinants of Functional Fiber Food Consumption among the Students in Birjand University of Medical Sciences in 2018

This study aims to investigate cognitive determinants of functional foods (FF) consumption which contain fiber among Iranian students based on the theory of planned behavior (TPB).

A cross-sectional study was carried out between March and May 2018 on the students of Birjand University of Medical Sciences (BUMS). A structured questionnaire was used which was validated with Cronbach’s alpha of 0.78.

515 questionnaires were completed, and the majority of the respondents were females. 20% of the participants were the primary household food purchasers, and familiarity with functional foods was the only effective factor regarding consumption. Subjective norms could predict the students’ consumption of the macaroni which contained fiber. In addition, monthly income of the family had a major effect on having the macaroni containing fiber. The parents’ education also impacted the consumption of these foods.

Attitudes and perceived control had a poorer effect on choosing the food containing fiber rather than subjective norms.