In this paper we tested the predictive power of the Theory of Planned Behavior (TPB), when the target behavior is consuming traditional foods of one's province (Trentino, Italy). Meat-based products were considered, and students attending senior high schools were surveyed. TPB and TPB + past behavior were tested, using structural equation models. We found that consumption intentions were predicted by attitude, subjective norms and past behavior; behavior was in turn predicted by intentions, perceived control, and past behavior. Both TPB and TPB + past behavior explained a large amount of variance in intentions, and a moderate amount in behavior. We also examined the relationship between TPB constructs and behavioral beliefs and identification (with the province). Findings demonstrate the predictive power of TPB; they also suggest strategies that can be followed to orient consumption in directions beneficial to health