Behavioral change theories can inform the prediction of young adults' adoption of a plant-based diet.

OBJECTIVE Drawing on the Theory of Planned Behavior (TPB) and the Transtheoretical Model (TTM), this study (1) examines links between stages of change for following a plant-based diet (PBD) and consuming more fruits and vegetables (FV); (2) tests an integrated theoretical model predicting intention to follow a PBD; and (3) identifies associated salient beliefs. DESIGN Cross-sectional. SETTING Large public university in the northeastern United States. PARTICIPANTS 204 college students. MAIN OUTCOME MEASURES TPB and TTM constructs were assessed using validated scales. Outcome, normative, and control beliefs were measured using open-ended questions. ANALYSIS The overlap between stages of change for FV consumption and adopting a PBD was assessed using Spearman rank correlation analysis and cross-tab comparisons. The proposed model predicting adoption of a PBD was tested using structural equation modeling (SEM). Salient beliefs were coded using automatic response coding software. RESULTS No association was found between stages of change for FV consumption and following a PBD. Results from SEM analyses provided support for the proposed model predicting intention to follow a PBD. Gender differences in salient beliefs for following a PBD were found. CONCLUSIONS AND IMPLICATIONS Results demonstrate the potential for effective theory-driven and stage-tailored public health interventions to promote PBDs.