Unhealthy eating is one cause of obesity and some chronic non-communicable diseases. This study introduces self-efficacy and health consciousness to construct an extended health belief model (HBM) to examine the factors influencing healthy eating intentions and behaviors of Chinese residents and explore the moderating effect of perceived barriers and the mediating effect of healthy eating intentions. Through the survey platform "Questionnaire Star", this study collected quantitative data from 1281 adults, and partial least squares structural equation modeling was used for confirmatory factor analysis, path analysis, importance-performance map analysis, and multi-group analysis. Results showed that perceived susceptibility, perceived severity, perceived benefits, self-efficacy, and health consciousness had a significant positive effect on residents' healthy eating intentions. Perceived barriers had a significant negative effect on residents' healthy eating intentions. Healthy eating intentions had a significant positive effect on healthy eating behaviors. Perceived barriers played a significant negative moderating effect between healthy eating intentions and behaviors. Healthy eating intentions had a positive and significant mediating effect. The multi-group analysis showed that extended HBM has relative generalization ability. The extended HBM has good explanatory and predictive power for healthy diet and provides a new framework for understanding the influencing factors of individuals' healthy eating intentions and behaviors.
Keywords: health belief model; health consciousness; healthy eating intentions and behaviors; partial least squares structural equation modeling.