Mediterranean versus traditional diet: The choice of an alimentary style [Dieta mediterranea versus dieta tradizionale: La scelta di uno stile alimentare]

The main aim of this study was to identify the cognitive, emotional, and motivational processes involved in the decision to follow two alimentary styles: the mediterranean diet (e.g., Willett et al., 1995) or the diet we defined as traditional (rich in red meat, eggs, and butter). The health benefits associated with the first style are widely known (e.g., de Lorgeril et al., 1999; Gerber, 2001). The traditional diet, instead, more rich in fats and animal proteins, can be the cause of numerous pathologies (e.g., Byers, 2000). To identify the decision processes, the theory of planned behavior (Ajzen, 1991), its extension including past behavior, and the model of goal-directed behavior (Perugini e Bagozzi, 2001) were considered. Participants were University students and a questionnaire was applied; 236 respondents (100 males and 136 females) intended to follow the mediterranean diet, 192 (92 males and 100 females) the traditional one. Participants filled in the questionnaire corresponding to the preferred diet. The theories were tested by evaluating regression models with latent variables (LISREL 8; Jöreskog e Sörbom, 1996-2001). We also tested: the hypothesis that desire mediates the relation between the antecedent variables and intentions; the generality of processes when the two diets and genders are compared. Findings showed the higher heuristic and predictive power of the model by Perugini and Bagozzi (2001). They also confirmed the mediational role of desire, and showed the generality of decisional processes, which are corresponding both when comparing diets and when comparing genders. In the discussion, the interest of results for interventions was analyzed.