Abstract

The aim of this study was to inquire into the behavioral beliefs, normative beliefs and control beliefs underlying the healthy eating in students of the Guadalajara University, Mexico. Methods: Qualitative and exploratory study based on Ajzen's Theory of Planned Behavior, 3 focus group interviews were carried out (n:25).The information was analyzed using the Thematic Analysis method from three previously defined categories: behavioral beliefs, normative beliefs and control beliefs. Results: University students considered healthy eating to be beneficial for physical and mental health, they also believed that healthy food purchases and preparation were expensive and time consuming (behavioral beliefs). In parallel, they informed that implementing a healthy diet would be easier if their mothers helped them and if they lived in a family (control beliefs). Regarding normative beliefs, they stated that their parental figures would be happy if the participants made changes in their diet but they did not feel any particular social pressure to eat healthier. Conclusions: The eating behavior of the university students is conditioned by the beliefs that underlie the eating decision making process. By understanding student eating beliefs, we can obtained key and contextualized information to design effective interventions in the university.