2008). However, although consumers are willing to consume healthy foods the shopping environment often does not support them to do so (Cameron et al. 2013, Thornton et al. 2012, Thornton et al. 2013). Therefore, regulatory policies which discourage the sale of EDNP products are also required (Nederkoorn et al. 2011, Moodie et al. 2012, Pomeranz & Brownell 2011). Moreover, the success

of regulatory policies is likely to be facilitated by the development of civic community support brought about by such grassroots communication programs (Laverack 2010, Lobstein et al. 2013). Limitations and future research Several limitations underlie this research. They provide opportunities for further research. First, this was a cross-sectional survey so no direct causal attributions can be drawn from the findings themselves. The Structural Equation Model in Fig. 2 remains a hypothetical model which the data suggest. Further longitudinal or GSK1349572 experimental studies are required to test the causal influence of the predictor

variables, especially the mediating variables. Second, this was an on-line survey; random probability sampling was not used, mainly because of cost and resource limitations but also because such samples rarely provide representative population samples in today’s society. It should be noted that the representativeness of the sample is of secondary importance because of the hypothesis-driven nature of this study which provided sufficient HDAC inhibitor heterogeneity to test the hypotheses. However, further replication of the findings would be useful. A final limitation relates to the nature of the variables which were measured. No behavioral measures of purchasing were included (purchasing intention may not translate into actual purchasing) and the breadth of the influence, control and intention variables might be extended. Similarly, other values in addition to universalism may influence purchasing intentions

and behaviors and could be included in future studies. Furthermore, the possible effects of other demographic variables, especially household income, need to be considered in future modeling. Nutrition concerns, perceived influence over food issues, and universalism values significantly enough predicted consumers’ intentions to purchase low fat, sugar and salt (LFSS) food products as well as perceived control over personal health and food buying. These three variables were important intermediary variables in the pathway between the demographic characteristics of consumers and their LFSS purchasing intentions. These results suggest that nutrition concerns may be a useful focus of communication programs aimed at increasing the consumption of foods and beverages low in fat, sugar and salt. Ajzen, 1991 Australian Bureau of Statistics, 2012 Battaglia, 2008 Brewer and Prestat, 2002 Brownell and Wadden, 1992 Brunso and Grunert, 1995 Cameron et al.