Influence of Consumer Socio-Psychological Food Environment on Food Choice and its Implications for Nutrition: Evidence from Tanzania

Eward Mushi^1*ROSELYNE ALPHONCE¹Betty Waized¹Mikidadi Idd Muhanga²Niloofar Khalili³Constance Rybak⁴

• ¹Department of Agricultural Economics and Agribusiness, Sokoine University of Agriculture, Morogoro, Tanzania
• ²Department of Development and Strategic Studies, Sokoine University of Agriculture, Morogoro, Tanzania
• ³Leibniz Center for Agricultural Landscape Research (ZALF), Müncheberg, Germany
• ⁴Thaer-Institute - Div. Urban Plant Ecophysiology, Humboldt-Universität zu Berlin, Berlin, Germany

Background: Changes in consumer food choices have been linked to shifts associated with the transformation in the food environment within the food systems. Despite the direct impact of consumers' food choices on their diet and health outcomes, there is a lack of comprehensive evidence regarding how various factors within the food environment impact food choices.Methods: This study employs the Theory of Planned Behavior to investigate the influence of sociopsychological aspects of the food environment on consumers' healthy food choicesThis study uses the Theory of Planned Behavior to examine how socio-psychological factors in the food environment influence consumers' healthy food choices. A survey of 714 randomly selected adult consumers was conducted in selected rural and urban areas in Tanzania. Data was analyzed using Structural Equation Modeling.The results indicate that consumers' knowledge, attitudes, and perceived behavioral control significantly explain 93% of the variance in the intention to choose healthy foods, The intention to choose healthy foods was found to be positive and significantly associated with the consumption of fruits and vegetables.which is positively associated with consuming fruits and vegetables. Moreover, background factors, namely age, gender, location, and income, significantly influence the intention and actual behavior of healthy eating. Notably, the intentions of female and urban consumers to choose healthy foods do not converge with their consumption patterns of fruits and vegetables.These findings indicate that socio-psychological factors within the personal food environment are key determinants of food choice behaviorThese findings suggest that the personal food environment significantly shapes the consumer's food choices. Thus, integrating consumers' socio-psychology into the food environment, as well as nutrition-sensitive and nutrition-specific interventions, can enhance consumers' knowledge of food choice and foster positive attitudes and perceptions regarding healthy eating. Food and health literacy programs could serve as effective strategies for achieving healthy eating behavior