This study examines predictive factors of consumer behaviour in food, employing a study of 485 Romanian respondents using the Theory of Reasoned Action (TRA). Drawing on a structural equation models approach, causal paths for six products were estimated. Habit emerged as the most significant predictor of behavioral intention. The results of this empirical study support the notion that attitudes and habits influence behavioral intentions toward food consumption. A modification of the TRA, within the context of income constraints, is proposed in the form of willingness to consume. Competing structural models are discussed, and the implications of the study for both marketers and consumers are highlighted.