Motivators and barriers to regular soya consumption within the COM-B model and TDF
Within the motivation domain of the COM-B model, automatic motivation was one of the most commonly reported reasons why women consumed soya regularly at their 12-month visit, and this did not differ by study arms (S = 60⋅7 %, D = 83⋅3 %, C = 69⋅7 %, Reflective motivation was also a commonly reported motivator, and maps to belief about consequences and intentions within the TDF. Such motivators include the belief that soya is good for health and to include soya in a regular diet (Supplementary Table S1). At baseline, compared to Groups D and C, participants in Group S were more likely to report belief about consequences as a motivator to consumption (S At the final study visit, participants also reported social opportunity as an important motivator to the regular consumption of soya, and this was observed across all three study arms (S = 53⋅6 %, D = 80⋅0 %, C = 69⋅7 %, While motivation and opportunity were largely reported as motivators to regular consumption, the psychological capability was the largest barrier to regular consumption, though this was more commonly reported by participants in Group S and Group C, and significantly less likely for Group D participants at the end of the study (S 