ABSTRACT
Objective: To identify variables that significantly predict the intention of NaFeEDTA fortified soy sauce (FeSS) consumption and to develop feasible intervention strategies.Methods: Stratified sampling and random sampling were adopted together.636 women from rural areas and 454 from urban areas completed eligible questionnaires.Theory of Planned Behavior (TPB) and Health Belief Model (HBM) were adopted to design the constructive questionnaire.Path analysis was used to construct the model of intentions to buy FeSS.Results: The model explained 35%(the rural model, RM)or 55%(the urban model, UM) of the variance of behavioral intention.FeSS knowledge directly and indirectly affected the intention to buy FeSS ( the total effect on the intention, 0.151 in RM, 0.368 in UM).And the behavioral intention was also impacted by women's health value and cognition on perceived susceptibility and perceived severity of iron deficiency anemia(IDA) through the behavior identity(0.176 in RM, 0.354 in UM) and attitudes towards behavior(0.161 in RM, 0.091 in UM).Cues, as an external factor, much affected the intention (0.372 in RM, 0.337 in UM).The external control belief was a rather weak factor affecting intention (0.086 in RM, 0.108 in UM).Conclusion: Integrated TPB and HBM could explain the behavioral intention of FeSS consumption among women in Guizhou.Nutrition education should emphasize behavioral attitudes and identity, and improve knowledge of FeSS and perception of IDA, which may help to remove worries about FeSS.