Abstract
The purpose of the present study was to explore the role of an extended version of the theory of planned behaviour (TPB) in predicting intentions to quit smoking among Norwegian smoking students (N=211) and Spanish students (N=205). As hypothesised, subjective norm predicted quitting intentions more strongly in Spain (a collectivistic culture) than in Norway (an individualistic culture). Group identity predicted quitting intentions more strongly in Norway than in Spain. Consistent with the predictions the predictive role of self-identity and moral norm did not differ between the countries. Self-identity did not predict intention significantly, while this was the case for moral norm. Thus the study provided evidence of the moderating role of culture in the TPB, and indications of a stronger conflict between smokers and non-smokers in countries with high level of regulatory anti-smoking measures.
Highlights
The theory of planned behaviour (TPB)The theory of planned behaviour (TPB) (Ajzen, 1991) turns out to be the most popular theory in the prediction of specific behaviours
According to a recent meta-analysis across 185 studies covering a wide range of behavioural domains, the TPB has proved to be successful in accounting for the variance in behavioural intentions
One major rationale behind the present study is that individuals in individualistic cultures are governed more by personal states, while individuals in collectivistic cultures should be guided more strongly by norms (Triandis, 1994)
Summary
The theory of planned behaviour (TPB) (Ajzen, 1991) turns out to be the most popular theory in the prediction of specific behaviours. According to a recent meta-analysis across 185 studies covering a wide range of behavioural domains, the TPB has proved to be successful in accounting for the variance in behavioural intentions. The applicability of the TPB in terms of accounting for behavioural intentions across different cultures has generally been met with success in a number of behavioural domains The addition of a number of predictors to the TPB has been found to increase the amount of explained variance of quitting intention considerably. In one study (Moan & Rise, 2005) R2 increased from 36% to 45% by adding a set of additional predictors in the TPB
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