Using the Theory of Planned Behavior to predict intention to comply with a food recall message

The Theory of Planned Behavior (TPB) has provided considerable insight into the public's intention to comply with many different health-related messages, but has not been applied previously to intention to comply with food safety recommendations and recalls ( Hallman & Cuite, 2010 ). Because food recalls can differ from other health messages in their urgency, timing, and cessation, the applicability of the TPB in this domain is unknown. The research reported here attempted to address this gap using a nationally representative consumer panel. Results showed that, consistent with the theory's predictions, attitudes and subjective norms were predictive of the intention to comply with a food recall message, with attitudes having a much greater impact on intent to comply than subjective norms. Perceived behavioral control failed to predict intention to comply. Implications of these results for health public relations and crisis communications and recommendations for future research were discussed.