||This study examined whether self-schema status moderates the effectiveness of implementation intentions for healthy eating. Participants with and without healthy eater self-schemas ( N = 142) were asked to eat 2 servings of fruit and 3 of vegetables daily for 1 week. Participants in the implementation intention condition planned what fruits and vegetables they would eat and when and where they would eat them. Results revealed that self-schema status moderated the effectiveness of implementation intentions for participants who were not already eating the specified number of servings of vegetables at the start of the study. This effect was stronger among participants who created at least moderately detailed implementation intentions. Implementation intentions were effective for participants with a healthy eater self-schema, but not for those without a self-schema. No significant effects were found for fruit consumption.