Abstract
Do demographic variables directly impact attitude and subjective norm? This study sought to address this previously unanswered question by exploring whether income, education and gender influence attitude and subjective norm within the context of five leisure behaviours in Morocco. Employing an online survey method and structural equation modelling, results from a sample of 187 Moroccan public sector workers suggest that these demographic characteristics have no attitudinal or normative influence on participation in outdoor jogging, walking, biking, swimming and visiting natural parks. This finding appears to contradict the theory of reasoned action’s (TRA) early model assumptions. However, results do lend further support to the TRA’s sufficiency assumption and provide information about outdoor leisure behaviour in a developing country.
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