The additive and interactive effects of habit strength in the explanation of saturated fat intake were explored within the framework of the Theory of Planned Behaviour (TPB). Cross-sectional data were gathered in a Dutch adult sample (n = 764) using self-administered questionnaires and analyzed using hierarchical regression analyses and simple slope analyses. Results showed that habit strength was a significant correlate of fat intake (β = -0.11) and significantly increased the amount of explained variance in fat intake (R2-change= 0.01). Furthermore, based on a significant interaction effect (β = 0.11), simple slope analyses revealed that intention was a significant correlate of fat intake for low levels (β = -0.29) and medium levels (β = -0.19) of habit strength, but a weaker and non-significant correlate for high levels (β = -0.07) of habit strength. Higher habit strength may thus make limiting fat intake a non-intentional behaviour. Implications for information and motivation-based interventions are discussed.

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Keywords Fat intake, Habit strength, Interaction, Theory of Planned Behaviour
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Journal Appetite
de Bruijn, G.J, Kroeze, W, Oenema, A, & Brug, J. (2008). Saturated fat consumption and the Theory of Planned Behaviour: Exploring additive and interactive effects of habit strength. Appetite, 51(2), 318–323. doi:10.1016/j.appet.2008.03.012