A cluster analysis of young adult college students' beef consumption behavior using the constructs of a proposed modified model of planned behavior.

摘要

The theory of reasoned action (TRA) served as the theoretical framework for this study. This study focused on the development and analysis of a proposed modified model of planned behavior (MMpB) to investigate the beef consumption habits of young adult college students. The participants were a convenience self-selected sample of young adult college students from a major southeastern and southwestern university. A self-report survey was administered to (N=914) students in classrooms at both universities. Using cluster and discriminant analysis three distinct cluster groupings were found based on the behavior construct.