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This study was conducted to identify factors influencing Health/Functional Foods (HFFs) consumption for women in their 20's based on social cognitive theory. A total of 295 subjects participated in this study and were divided into two groups based on the experience of HFF use. This study compared their personal, environmental and behavioral factors which influence the consumption of HFFs. With regard to personal factors, the expected effectiveness for HFFs was higher in the user group than thedoi:10.4163/kjn.2012.45.2.170 fatcat:ogwzy77fird53cdaspxxhllbwm