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Background: The objectives of this study are to construct a cultural adopted questionnaire for evaluation of consumer's attitudes toward functional foods among Iranian's population according to Theory of Planned Behavior (TPB) and to investigate the attitudes toward vitamin enriched foods (VEF)., Methods: Participants were students of Birjand University of Medical Sciences (BUMS). Exploratory factor analysis (EFA), Confirmatory Factor Analysis (CFA) and reliability assessment were performed. The construct validity of questionnaire determined by EFA and confirmed by CFA., Results: The overall Cronbach's alpha of questionnaire was 0.78. The three domains of TPB model were significantly associated with the total score of attitude toward functional foods questionnaire (AFFQ). Attitudes and subjective norms could successfully predict the consumption of VEF (p < 0.023 and p < 0.001, respectively), but perceived control construct could not perform the prediction (p < 0.219)., Conclusion: AFFQ is a valid and reliable instrument to measure the attitudes of consumers toward consumption of functional foods in Iran.

Background: This study aims to investigate cognitive determinants of functional foods (FF) consumption which contain fiber among Iranian students based on the theory of planned behavior (TPB). Methods: A cross-sectional study was carried out between March and May 2018 on the students of Birjand University of Medical Sciences (BUMS). A structured questionnaire was used which was validated with Cronbach's alpha of 0.78. Results: 515 questionnaires were completed, and the majority of the respondents were females. 20% of the participants were the primary household food purchasers, and familiarity with functional foods was the only effective factor regarding consumption. Subjective norms could predict the students' consumption of the macaroni which contained fiber. In addition, monthly income of the family had a major effect on having the macaroni containing fiber. The parents' education also impacted the consumption of these foods. Conclusion: Attitudes and perceived control had a poorer effect on choosing the food containing fiber rather than subjective norms. [ABSTRACT FROM AUTHOR]

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