Beyond Theory: Leveraging Business Intelligence Tools to Uncover Actionable Pathways for Mapping the Intention–Behavior Gap in Behavioral Sciences

Rural residents' climate change perceptions, personal experiences, and purchase intention–behavior gap in energy-saving refrigeration appliances in Southwest China

This study presents a critical literature review on the tourist attitude–behavior gap and intention–behavior gap in sustainable tourism research and proposes future research directions. A systematic review was conducted using preferred reporting items for systematic review and meta-analysis (PRISMA) on the existing literature from the Scopus and Web of Science databases. Key research topics in attitude–behavior gaps are the role of environmental knowledge, protected area management, the role of service quality, risk perception, moral licensing, sustainability communication, business owners in tourism, environmental concern, tourist psychology, and intervention. Key research topics in the intention–behavior gaps of sustainable tourism are green certification or label, value, rationality and social desirability, motivation, trust, inconvenience, and quality. Four emerging research trends were discovered in recent years: (1) increased use of mixed methods and surveys; (2) consideration of green or environmental knowledge; (3) role of green certification; and (4) consideration of tourist moral values. Recommended future research directions include theoretical development studies in the hospitality sector, cross-cultural comparisons, investigation, of under-researched tourism sectors, and new research methodologies. This review provides an overview of research on the attitude–behavior gap and the intention–behavior gap in sustainable tourism. Our study proposes a new framework for the attitude–behavior gap and the intention–behavior gap, departing from the theory of planned behavior. We identify direct and indirect factors that influence sustainable tourist behavior, with sustainable tourist attitude and intention serving as mediators. Overall, our findings offer valuable insights into the complex relationship between attitudes, intentions, and behaviors in sustainable tourism.

Recent studies in the field of tourism and hospitality (T&H) have intensively focused on tourists’ behavioural intentions (BIs). However, no study investigates BIs specifically in T&H using a bibliometric approach. Thus, there is a need for bibliometric research to investigate BIs research in T&H. In this regard, this article focuses on demonstrating the current state of scientific studies regarding BIs in T&H. This study adopts bibliometric methods to examine BIs studies published in the field of T&H in general, using the Web of Science (WoS) database for this purpose. VOSviewer software was employed to examine the patterns in publications, prominent authors, and journals, contributing countries, and universities. This analysis drew on 382 documents from the WoS database, spanning the years 2000 to 2022. The findings demonstrate that over the past 20 years, BIs research has grown significantly and has gradually attained diversity in research topics. Inaddition, destination image, loyalty, satisfaction, and motivation are frequently associated with BIs. Based on the results of the study, several suggestions are made for future research.

Extant theories of information technology (IT) usage present users' behavioural intention as the primary predictor of their IT usage behaviour. However, empirical evidence reveals only a low-to-medium effect size for this association. We call this inconsistency the ‘intention–behaviour gap’, and argue that a clearer understanding of this gap requires a deeper theoretical examination of the conditions under which intentions may or may not influence behaviour. Drawing on recent attitude theoretic research in social psychology, we distinguish between two types of attitudes – strong versus weak – and suggest that the intention–behaviour association may hold for users with strong attitudes but is likely to be weaker for those with weak attitudes. Using the elaboration-likelihood model, we propose two dimensions of attitude strength relevant to the IT usage context – personal relevance and related expertise – and theorise them to moderate the intention–behaviour association in a positive manner. Results from a longitudinal field survey of document management system usage among governmental employees at L'viv City Hall, Ukraine support our theoretical hypotheses. Theoretical and practical implications of our findings are discussed.

Objective: This study aims to comprehensively evaluate the scientific contributions, research trends, and influential studies related to cardiopulmonary resuscitation (CPR), a critical life-saving intervention in cases of sudden cardiac arrest (SCA). By performing a bibliometric analysis of academic articles published between 1980 and 2023 in the Web of Science (WoS) database, the study seeks to identify key trends, thematic areas, and advancements in CPR research to provide valuable insights for guiding future studies and enhancing emergency medicine practices. Methods: This study conducted a bibliometric analysis of academic articles on CPR published between 1980 and 2023 in the WoS database. A total of 4393 articles were examined to identify trends and contributions to the scientific literature. Various metrics were analyzed, including publication counts, citation rates, leading countries and institutions, prominent researchers, and the most cited studies. Performance analysis, keyword analysis, co-citation analysis, and thematic analyses were performed. Results: The analysis revealed concentrated topics in CPR research and evolving trends over time. The findings showed significant contributions from leading countries, institutions, and researchers. The most cited studies highlighted key areas of focus and advancements in CPR practices. Thematic analysis indicated the major research themes and their development over the decades. Conclusion: This bibliometric analysis provides an in-depth examination of the place and importance of CPR in emergency medicine. It offers a comprehensive perspective on the current state and future directions of CPR research. The findings help us better understand CPR's position in the scientific literature and its contributions to emergency medicine practices. These insights will guide future research directions and enhance scientific contributions to CPR practices in emergency medicine

The theories of reasoned action and planned behaviour (TRA/TPB) have fundamentally changed the view that attitudes directly translate into behaviour by introducing intentions as a crucial intervening stage. Much research across numerous ethical contexts has drawn on these theories to offer a better understanding of how consumers form intentions to act in an ethical way. Persistently, researchers have suggested and discussed the existence of an intention–behaviour gap in ethical consumption. Yet, the factors that influence the extent of this gap and its magnitude have not been systematically examined. We, therefore, contribute to the debate on the intention–behaviour gap by reviewing the empirical TRA/TPB studies that have assessed both intention and behaviour in ethical contexts. The findings from our review show that few studies assessed the intention–behaviour relationship and as a result, there is limited empirical evidence to date to quantify more accurately the intention–behaviour gap in ethical consumption. Our second contribution aims to provide an empirical case study which assesses the magnitude of the intention–behaviour gap in the context of avoidance of sweatshop clothing and to assess the roles of planning and actual behavioural control in potentially reducing the intention–behaviour gap. The findings of our case study suggest that there is indeed a large gap between intention and behaviour, and we conclude by calling for more empirical longitudinal studies to assess the complex nature of the relationship between intention and behaviour.

PurposeThis study aims to identify the impact of affective components on behavioral intentions applying electronic word of mouth (eWOM) and is based on the “cognitive–affective–conative” model. EWOM allows researchers to get new insights about consumers’ behavior and explores new patterns of consumers’ decision-making processes.Design/methodology/approachThis study is based on the theory of planned behavior (Ajzen, 1991), doubled with “cognitive–affective–conative” model (Oliver, 2014). This study applies structural topic modeling to examine the impact of satisfaction dimensions from all the Tripadvisor reviews on consumer behavioral intentions. The research sample covers all restaurants located in St. Petersburg (n = 10,424) and all consumers’ reviews (n = 286,642).FindingsIn this study, the dimensions of the affective component were identified. The results demonstrate that dimensions of the affective component (food quality, service quality, atmosphere and cost fairness) affect behavioral intention (willingness to share positive emotions). In total, 20 topics, forming these dimensions, have been indicated. Consumers tend to pay more attention toward food quality and restaurant staffs’ work when they are willing to share positive emotions and tend to point out auxiliary service when they have less willingness to share positive emotions. Random restaurant visits tend to increase the willingness to share positive emotions.Originality/valueResearch originality lies in a new methodological approach which is based on text mining techniques. To the best of the authors’ knowledge, this study is the first attempt to examine consumer behavior through the lens of the “cognitive–affective–conative” model based on eWOM and covers all businesses in the specific economic sphere. This has allowed the researchers to reveal new dimensions of consumer behavior and brought more insights into the consumers’ decision-making process.

The area of the purchase intention and purchase behaviour gap for consumers buying environmentally sustainable products with respect to the Theory of planned behaviour (TPB) framework has been studied extensively in past literature. But literature is scant when one studies the impact of ‘Actual behavioural control’ on the Purchase intention (PI) and purchase behaviour (PB) gap for the consumption of environmentally sustainable clothing. The TPB theory formulated by Ajzen in 1991 assumes that the actual behavioural control (ABC) will impact the purchase intention in the TPB. As there was no validated scale on the ABC in the past literature. Sheeran et al in 2003 made an attempt in testing the impact of Actual behavioural control on the purchase intention and formulate scale of Proxy measure of actual control (PMAC) in their study. Further Carrington et al. in 2010 tested the impact of the Actual behavioural control as a moderator in the purchase intention-behaviour gap qualitatively. The Empirical testing of the ABC to test the impact as a moderator in the Purchase intention-behaviour gap has never been done in the past studies. This study is the first study which analyses the impact of “Actual behavioural control” through a scale of “Proxy measure of actual behaviour” as a moderator in the PI-PB gap in the framework of the TPB for the consumption of sustainable clothing in India. Data collection has been done from Millennials of India. The research method of Structural equation modeling (SEM) has been used to assess the moderation impact of ABC on the purchase intention-behaviour gap. The findings of the study have shown that the PMAC positively moderates the relation of purchase intention and purchase behaviour for environmentally sustainable clothing. The outcome of the study is important to generate some crucial insights for the marketing strategies for the environmentally sustainable brands in Indian and to predict the behaviour of the Indian consumer towards such products.

It’s how you say it – The extended Theory of Planned Behaviour explains active transport use in cardiac patients depending on the type of self-report in a hypothesis-generating study

Purpose: The purpose of this study is to put forward a new research agenda in the context of relationship marketing regarding customers’ usage intention - behaviour gap. The presented literature review and pilot study expand a number of research potentials.
 Design/methodology/approach: In this pilot study, the researcher conducted thirty in-depth personal interviews with a diverse group of non-customers of Mobile Banking application (MB app) from Licensed Commercial Banks (LCBs) in Sri Lanka (SL) to understand and explore customers’ views on expected pre-experiences of MB app usage. Content analysis is used to analyse the interviews and current pre-experience of MarTech has been proposed as a new construct.
 Findings: A brief literature review provides a basis for understanding the different angles of Marketing Technology (MarTech) views by Financial Technology (FinTech) marketers and customers’ usage intention – behaviour gap in the relationship marketing with the customer journey and experience as an experiential marketing strategy.
 Originality: This is the first study that suggests that the correct pre-experience construct can empirically be tested to validate the pilot study as new research agenda.
 Implications: This study helps FinTech marketers to focus more on referencing/providing current pre-experience. Therefore, this study advances the knowledge of the MarTech domain by proposing a new triggering idea to bridge the behavioural gap in MarTech usage intention and actual usage behaviour in a relationship marketing context.
 Keywords: Current pre-experience, FinTech marketer, Intention-behaviour gap, MarTech, Pilot study, Relationship marketing

Abstract: The intention-behavior gap (IBG) is a central challenge in health psychology, with significant implications for behavior change and health promotion. Prevailing approaches to IBG assessment involve quantifying it as either the proportion of unexplained variance in behavior attributable to intention or the ratio of unsuccessful intenders to all intenders. While these concepts provide insight into IBG variation at the between-person level, the major part of the variation of intentions and behaviors is at the within-person level. This paper addresses these limitations by introducing a novel framework, in which the IBG is mathematically conceptualized as a multidimensional difference between an individual’s behavioral intention and the individual’s subsequent observed behavior. Key tenets of this framework include: (1) Recognizing the dynamic nature of intentions as a fundamental driver of IBG, with the timing of intention measurement playing a crucial role in predicting behavior. (2) Highlighting the importance of within-person factors and contextual intricacies in influencing the translation of intentions into behavior. (3) Emphasizing the need for intensive longitudinal data with frequent measurements within individuals to capture the dynamic intention-behavior relation in daily life. This framework also highlights implications for study designs, theory, and interventions in health psychology and offers promising avenues for reducing the IBG and improving health behavior outcomes.

Purpose This research paper aims to explore the value-action gap (VAG) between business students’ future-oriented normative sustainability transformation expectations from Higher Education Institutions (HEIs) and their behavioral intentions to engage in sustainable actions. The gap is compared between two countries – USA and Germany – that differ in their cultural orientations. Country context, students’ collectivist orientation, involvement and gender are examined to understand the discrepancy. Design/methodology/approach A quantitative research design, based on a standardized questionnaire, is applied. Data (n = 239) was collected from both countries using an online survey. Odds ratio is calculated to examine the propensity of students’ intentions to take actions if their sustainability expectations are unmet. Findings The findings indicate that students’ expectations have a significant relationship to behavioral intentions; gender’s role was marginal whereas collectivist values did not play a role, and involvement has the strongest moderating influence on the size of VAG which was found larger in the German context. Research limitations/implications Future research should incorporate additional variables, such as skepticism, status-quo perceptions and perceived barriers to sustainable transformations. Forming student segments and obtaining similar data from university administrators or employees could be beneficial in understanding VAGs in HEIs. Practical implications Results can assist HEIs in aligning their actions with sustainability expectations to promote student engagement and avoid perceptions of greenwashing or organizational hypocrisy. Social implications In considering students as change agents for sustainability, this study provides insights for societal change and accomplishing the UN Sustainable Development Goals (SDGs). Originality/value This is the first study to analyze the VAG in HEIs’ sustainability transformation based on future-oriented sustainability expectations.

Ethical consumers do not always convert their beliefs into purchasing decisions and the impact of influencing variables on the intention-behavior (I-B) gap in ethical consumption remains unresearched. The answers of 364 respondents expressing their intentions regarding ethical consumption and of 346 having ever purchased ethically show that the I-B relationship is mediated by Plans and Habits and moderated by Commitment and Sacrifice, although this was not a full moderation. This study identifies four profiles of ethical consumers, considering the hierarchy of ethical choices and the fact that ethical issues are prioritized as primary and secondary concerns. This paper is the first to measure the mediation and moderation variables regarding the I-B gap in ethical consumption, discussing intervention and priorities to close the gap: promoting ethical consumption as a social norm, expanding the distribution of prioritized ethical products, and mitigating the barriers that entail sacrifices to purchasing ethically.

The value–action gap in sustainable clothing consumption reflects a disconnect between consumers' sustainable values and actions. As global clothing consumption rises, garment lifespans decrease, increasing textile waste. Addressing this requires practical interventions to engage consumers in practices like extending garment lifetimes and responsible disposal of non‐reusable textiles. This study applied the Design for Sustainable Behaviour model in combination with selected behaviour change techniques (BCTs) in a workshop intervention aiming to bridge this gap. Pre‐post‐test surveys analysed the relationships between BCTs, participants' behavioural intentions and self‐reported behaviour. Results showed statistically significant associations between specific BCTs, such as environmental education, behaviour comparison and skill‐building, and participants' intentions to reuse or repair garments. However, no such associations were found for responsible disposal intentions. While we observed a reduction in the value–action gap over time, intention did not significantly predict long‐term behaviour, indicating a persistent intention‐behaviour gap. This research contributes to the literature by demonstrating how BCTs can be applied and evaluated in real‐world interventions related to clothing consumption. It also highlights the importance of tailoring techniques to the behavioural context and cautions against over‐reliance on intention as a predictor of sustainable action. Findings inform the design of future interventions targeting post‐use clothing practices.

IntroductionAlthough most respondents express a strong willingness to join cooperatives, a substantial behavioral gap remains. Specifically, while 82.5% of surveyed farmers reported willingness to participate, only 27.4% actually engaged in cooperative activities. This highlights a significant intention–behavior discrepancy in rural cooperative participation, which warrants systematic investigation.MethodsUsing survey data from 530 rural households in Guizhou Province, this study applies multinomial logistic regression and Interpretive Structural Modeling (ISM) to explore determinants and hierarchical structures influencing the intention–behavior gap in cooperative participation.ResultsRegression results show that cooperative support for livelihood security and market expansion significantly reduces willingness–behavior discrepancies, while political leadership and cadre encouragement play important mediating roles. ISM analysis identifies political leadership and legal awareness as deep institutional drivers shaping behavioral realization. A paradoxical short-term effect is observed: higher legal awareness correlates with increased behavioral deviation, as informed farmers may perceive institutional risks. Over the long term, embedded within effective governance structures, legal awareness enhances confidence and supports intention–behavior alignment.DiscussionBy integrating regression and ISM, this study extends the Theory of Planned Behavior (TPB) by incorporating institutional mechanisms, advances methodological approaches, and provides practical policy recommendations to narrow farmers' intention–behavior gaps.