2004; Verbeke & Viaene 2000; Worsley & Scott 2000). The lack of association of Sirolimus nmr ‘control’ over personal health and food buying habits was not expected. Perceived control over personal behaviors (‘self-efficacy’) is a key component of the TPB model (Ajzen 1991). It may be that in the SEM the purchasing intentions, ‘influence’ and nutrition concern variables were assessed at a more general level unlike the more personally specific items used in the assessment of ‘control’. Such a mismatch in measurement specificity is likely to weaken associations between the components of attitude-behavior models (Fishbein and Ajzen 1975) and underestimate the role of the ‘control’ variable. Our findings

should encourage health promoters and educators. Over half of the respondents intended to see more purchase LFSS products. Given their

interests in the food system and nutritional issues, these may be the same segment of ‘concerned consumers’ identified in the UK by Weatherell et al. (2003). Of course their purchasing intentions may not result in actual consumption of these products. As noted above, EDNP foods represent a substantial proportion of the national diet (Rangan 2010) and they are likely to be less expensive than LFSS products (Drewnowski 2010). The identification of the mediators is useful. Whilst educational background was not associated with LFSS purchasing intentions, age and gender operated through the mediators of influence, nutrition concern and universalism. Unlike stable demographic characteristics, these variables are more malleable and may be influenced through

a variety of means such as communication campaigns. Although universalism, is a more stable personal characteristic, it may also be Protein Tyrosine Kinase inhibitor susceptible to change, as suggested many years ago by Rokeach’s value change experiments (Rokeach and Kochkane 1972). The antecedent position of health study over universalism in the SEM (Fig. 2) suggests that school education may affect the general population. Given the world and community-centered content of Australian home economics and health curricula (VCAA 2012) the possible influence of such education on these values is unsurprising. Future studies should examine whether the influence of nutrition concerns and universalism values on LFSS purchasing intentions extends to reductions in EDNP purchasing intentions (and behaviors). The task for health promotion is to help these interested food consumers to convert their intentions into healthier purchasing and consumption habits. This might be done through communications and purchasing policies and environments which foster the translation of intentions into practice (Strategy Unit 2008). The alteration of attitudinal and values factors through school education, communication programs and micro-environmental change (e.g. Geier et al.