Visual food story and intention: The theory of planned behavior

This research examines how the Theory of Planned Behavior influences food choice intentions when visual food storytelling is used. Findings were reached by analyzing 400 surveys. The data obtained as a result of the research and the hypotheses in the model were tested using correlation, ANOVA and multiple regression analysis. It has been observed that the measurement results have reliability and validity. According to the results of the research, it was determined that visual food storytelling had a positive and positive effect on attitude, subjective norm and perceived behavioral control, and intention to choose the food. It was revealed that perceived behavioral control had the highest impact on the behavioral intention to choose the food with a visual story, attitude came in second place, and subjective norm had the lowest impact.