Purpose: Food freshness may influence the healthy eating choices of consumers. This study aimed to examine whether self-reported market food freshness moderates the relationships between the three major constructs of the theory of planned behavior (TPB) and the intention for healthy eating among Chinese adults.
Methods: A cross-sectional online survey was conducted in 2019 among 408 Chinese adults aged 18–64 years residing in Shanghai and parts of the Anhui Province, using a previously validated questionnaire. Structural equation modeling was applied to examine the moderating effects of market food freshness.
Results: Based on a single subjective measure, 42.9% of the participants perceived market food freshness as low, and 57.1% perceived it as high. In the unconstrained model, perceived behavioral control (PBC) showed positive relationships with both short-term and long-term intentions for healthy eating (p < 0.001). Among participants reporting lower market food freshness, the relationship between PBC and short-term intention remained significant (p < 0.001), and the relationship between short-term and long-term intentions became significant (p = 0.042). However, among participants reporting higher market food freshness, PBC maintained significant relationships with short-term (p < 0.001) and long-term (p = 0.028) intentions, and the relationship between subjective norms and short-term intention became significant (p = 0.013). The moderating effect of market food freshness was significant (p < 0.001).
Conclusion: Market food freshness may moderate the relationships between the TPB constructs and the intentions for healthy eating in Chinese adults. These findings highlight the importance of developing tailored, region-specific strategies to enhance healthy eating behaviors among the Chinese population, accounting for disparities in resource availability and contextual differences. Further research should examine the underlying mechanisms driving regional variations in these associations.