Determinants of consumer behavior Breakfast The students in grades four, five Six primary schools in city Abarkuh Based on the theory of planned behavior

Breakfast is one of the main meals helps students make learning easier. The aim of this study was to investigate determinants of consumer behavior Breakfast The students in grades four, five Six primary schools in city Abarkuh Based on the theory of planned behavior. Methods: In a cross-sectional design, a total number of 327 students, 161Men and166Women entered in the study using cluster random sampling. Data were collected by a questionnaire which was designed based on TPB. Measure the validity was used to of the content and face validity by five expert opinions and Cronbach's alpha approved reliability of the questionnaire.Data were analyzed via SPSS software. Means and standard deviations of TPB constructs were as following: Behavior (40/99±6/53), attitude (18/27±4/46), subjective norms(15/37±3/64), perceived behavioral control(17/88±6/09), behavioral intention(15/52±4/83). Means and standard of breakfast consumption by students was(4/46±1/12) in recent months and 2/4 percent of students were never breakfast in recent months. Regression analysis revealed that Attitude, subjective norms, perceived behavioral control significantly predict the breakfast consumer behavior and attitude was the strongest predictor.Also, . regression analysis revealed that attitude, subjective norms, perceived behavioral control significantly predict the behavioral intention. Whereas all the structures planned behavior to predict doing behavior breakfast, One can conclude that higher pattern has been efficient in explaining consumer behavior Breakfast. Given that attitude was the strongest predictor, it is recommended that greater attention be placed in intervention planning.