The purpose of this study is to verify the validity of the theory of planned behavior on the vegetable and fruit consumption behavior of college students and to explore the influence of the theory of planned behavior variables on the vegetable and fruit consumption behavior and the role of optimism bias in the relationship. The participants in this study were 249 college students (male: 107, female: 142), and their average age was 20.57 (SD = 2.14) years. In this study, we used a vegetable and fruit consumption frequency list based on Korean nutritional intake standards, the Fruit and Vegetable Module questionnaire, and a questionnaire measuring attitudes toward vegetable and fruit consumption, subjective norms, perceived behavioral control and intention, and optimistic bias. As a result of the analysis, it was verified that it was appropriate to adopt the theory of planned behavior model, which includes a direct path from perceived behavioral control to vegetable and fruit consumption behavior. In hierarchical regression analysis, the Theory of Planned Behavior variables explained about 28.8% of vegetable and fruit consumption behavior, and perceived behavioral control was the strongest predictor, and optimism bias accounted for an additional 1.9% of vegetable and fruit consumption behavior. appeared to explain it. In addition, optimistic bias moderated the relationship between attitude toward vegetable and fruit consumption and vegetable and fruit consumption behavior. Considering the results, it is reasonable to explain vegetable and fruit consumption behavior with the theory of planned behavior, and it was found that optimistic bias plays an important role in the relationship between attitudes toward vegetable and fruit consumption and vegetable and fruit consumption behavior.
