Behavioral Control Research Articles

Entrepreneurial Intention Among Management Students of Butwal Sub-Metropolitan City

Purpose: This study aims to investigate the factors influencing entrepreneurial intention among management students in Butwal Sub-Metropolitan City, and explore key determinants such as personal attitude, subjective norms, perceived behavioral control, and leadership capacity. Methods: Data were collected through surveys from 388 respondents out of 13093 management students analyzing their perceptions and intentions toward entrepreneurship through questionnaire methods using a five-point Likert scale method. The study used the Theory of Planned Behavior as a theoretical framework. Results: The study reveals that positive personal attitudes and strong perceived behavioral control significantly enhance entrepreneurial intention while subjective norms and leadership capacity also play crucial roles. The study explores the importance of entrepreneurial education in shaping future entrepreneurs despite numerous challenges, including high interest rates and limited market opportunities. Conclusion: The study emphasizes the need for understanding how management students in a Nepalese context perceive and intend to engage in entrepreneurial activities to cultivate entrepreneurial mindsets in emerging economies. The study highlights the need for the implementation of targeted policies and educational programs effectively to pave the way for creating conducive environment for entrepreneurship among students.

Personality Intolerance of Ambiguity in Planning and Developing Bumdes Behavior

This study aims to examine the influence of psychological factors on the behaviour of planning and developing illage-owned enterprises (BUMDes) with the aim of increasing village original income (PADesa). The factors studied include belief in the usefulness of BUMDes, attitude, subjective norm, perceived behavioural control, interest, as well as the moderating role of ambiguity ntolerance. Primary data was collected through questionnaires distributed to respondents, and data analysis was conducted using the structural equation modelling (SEM) approach using the partial least squares (PLS) technique through WarpPLS software. The results showed that all hypotheses proposed were supported, with a negative influence from intolerance of ambiguity. The implication of this study is that cognitive theory, along with the Theory of Planned Behaviour (TPB), can be used to understand and explain the behaviour of planning and developing BUMDes so as to increase village original revenue.

Intensi Masyarakat terhadap Pariwisata Berkelanjutan

This article aims to identify factors that influence tourists' intention to visit sustainable tourism destinations in Penglipuran Tourism Village. This research uses the theory of planned behavior which is expanded by adding moral reflectiveness variables. The research method used is quantitative with a purposive sampling technique, where data were collected through questionnaires distributed via Google Forms to 144 respondents. Data analysis was conducted with partial least squares structural equation modeling (PLS-SEM) using SmartPLS 3.0. The results showed that subjective norm, perceived behaviour control, and moral reflectiveness variables positively influence the intention to visit sustainable tourism in Penglipuran Village. In contrast, the attitude variable does not affect the intention to visit sustainable tourism in Penglipuran Tourism Village. The implication of this research is expected to provide information for tourism managers and the government to increase visits to Penglipuran Tourism Village through promotion through influencers, improving facilities, and education about sustainable tourism.

The theory of planned behavior explored in entrepreneurial intentions among university students in Shandong province, China

This study, based on the Theory of Planned Behavior (TPB), aims to explore the entrepreneurial intentions of university students in Shandong Province, China, and analyze the major factors influencing these intentions. Structural Equation Modeling was applied to data collected from 680 students across five universities in Shandong Province. The findings reveal that attitudes, subjective norms, and perceived behavioral control significantly influence the students’ entrepreneurial intentions. Specifically, a positive attitude towards the outcomes of entrepreneurship emerged as the strongest factor influencing their intentions, indicating that positive perceptions and expectations of entrepreneurship significantly enhance students’ entrepreneurial inclinations. Perceived behavioral control also showed a strong influence, suggesting that enhancing students’ self-efficacy and awareness of accessible resources is crucial for fostering entrepreneurial intentions. However, the influence of subjective norms was weaker, which may relate to specific cultural and social environmental factors. This study not only provides an empirical basis for entrepreneurship education and policy-making in Shandong Province and beyond but also offers new insights into the application of TPB in the field of entrepreneurship research.

Integrating Perceived University Support and Theory of Planned Behavior in Determining Entrepreneurship Intention among Student

Based on the Theory of Planned Behavior, this study investigates how perceived university support influences entrepreneurship intention through the mediating variables of attitude, subjective norms, and perceived behavioral control. Using a quantitative approach with 188 Generation Z student respondents from Jakarta, data was collected via online questionnaires and analyzed with SEM using SmartPLS 4. The results show that perceived university support significantly affects attitude toward behavior, subjective norms, and perceived behavior control. However, its impact on entrepreneurship intention is only significant when mediated by attitude and perceived behavioral control, while subjective norms show no significant indirect effect.

PROMOTING HANDICRAFT FAMILY BUSINESS THROUGH DIGITAL MARKETING TOWARDS SUSTAINABLE PERFORMANCE

The study aims to determine the dimensions of the adoption intention of digital marketing in handicraft family businesses towards business performance, as well as technological innovation applications in the family business for sustainable development. This study examines the theoretical insights and designs a conceptual framework based on previous studies of handicraft family businesses. In so doing, 290 survey data were collected from handicraft business owners and tourists by using face-to-face interviews through a structured questionnaire with 82.85% valid response rate. Moreover, structural equation modeling (SEM) was used to analyze data and find out the causal relationship among the constructs and hypothesis testing. As per the results of the study, among the 6 hypotheses paths all were supported along wit h 24 relationship path coefficients were noteworthy. The result shows that perceived ease of use, perceived risk, perceived usefulness, social norms, perceived behavioral control, and attitude radically influence to the adoption of digital marketing in han dicraft family businesses. The results of this study will assist the research scholars through theory and theoretical foundation for family business owners in understanding and comprehending the role of digital marketing in sustainable family business performance. Similarly, the legacy of family businesses in handicrafts or small businesses can be maintained and empowered through digital marketing to boost the economy. The study is the foremost one in discovering a sustainable business strategy through the success factors of digital marketing adoption in family businesses.

What drives crowdfunding intentions of artist-entrepreneurs? – Evidence from Norway

Crowdfunding has been proclaimed as a new fundraising channel offering multiple benefits to artist-entrepreneurs, yet its use has been surprisingly underwhelming. The study examines the determinants of artist-entrepreneurs’ intentions to use crowdfunding in fundraising for their projects. It does so by suggesting and testing a model combining classical antecedents of intentions adopted from the theory of planned behaviour (i.e., attitudes (ATT), subjective norms (SUBN), perceived behaviour control (PBC), and self-efficacy (SELE)), and aspects specific to creative and artistic work (i.e., conventionality of creative work and the size of existing fanbase (FAB)). The analysis employs survey data collected from artist-entrepreneurs in Norway. Findings show that while ATT towards crowdfunding and SUBN are positively associated with crowdfunding intentions, SELE and PBC are not. Moreover, non-conventionality of creative work and FAB are positively associated with SELE and PBC, though they are not significantly associated with ATT and SUBN. These results remain stable even when controlling for sub-sectoral affiliations of artists based on the type of creative work they do.

THE INFLUENCE OF MESSAGES IN SOCIAL MEDIA ON TAXPAYER COMPLIANCE

This study integrates the Theory of Planned Behavior (TPB) and the Elaboration Likelihood Model (ELM) to assess and explain taxpayers' compliance with the Twitter account @DitjenPajakRI. This is a quantitative study with an explanatory approach. A purposive sample strategy was used with a questionnaire to collect data for this research. A total of 200 people filled out the research questionnaire. According to the study’s findings, Source Credibility influences Attitudes, and the two TPB components, Attitudes and Perceived Behavioral Control, influence Taxpayer Compliance. As for the relationship between Argument Quality and Source Credibility on Attitudes, there is no moderating effect of Involvement; instead, the relationship between Source Credibility and Taxpayer Compliance through Attitudes is a full mediation relationship. The findings of this study can assist the tax authority in developing strategies and policies for efficiently and effectively communicating tax information to taxpayers as they make decisions about how to fulfill their tax rights and obligations through messages from central route, peripheral route, normative, and non-volitional processes.

Understanding Reasons Farmers to Adopt Mina Padi Farming on Rainfed Swamp Land: A Planned Behavior Theory Approach

This study uses the planned behavior theory to investigate why farmers practice Mina Padi farming (rice-fish integration) on rainfed swamp land. The research will focus on attitudes, subjective norms, perceived behavioral control, and intents. This research was conducted 2023 on 75 farmers who carried out Mina Padi farming (rice-fish integration) on rainfed swamp land in South Konawe Regency, Southeast Sulawesi Province, Indonesia. Descriptive analysis and structural equation modeling (SEM) analysis are the methods of data analysis used, and SmartPLS 3 software is utilized. The study's findings indicate that the intention variable for engaging in Mina Padi farming (rice-fish integration) positively and substantially affects attitudes, social norms, and perceived behavioral control. The most important factor influencing the formation of intentions is the attitude variable. A favorable and substantial influence was also identified for the intention variable on the behavioral variable of engaging in Mina Padi farming (rice-fish integration). Meanwhile, the behavioral control perception variable on the Mina Padi farming behavior variable (rice-fish integration) has a positive but insignificant influence.

Navigating Health-Related Crises: Unraveling the Role of Confidence in Tourism Recovery in Shaping Sustainable Strategies for Tourists’ Intentions across Pandemic Phases

The COVID-19 pandemic has severely impacted global tourism, raising the need for sustainable recovery strategies. This study examines how tourists’ confidence in tourism recovery (CTR) influences travel intentions across different pandemic phases—outbreak, stabilization, and conclusion. Positioned within the Theory of Planned Behavior (TPB), the research explores the mediating role of CTR in the relationships between attitude, subjective norms, perceived behavioral control, and travel intention. Using structural equation modeling (SEM), multi-group analysis (MGA), and Importance–Performance Matrix Analysis (IPMA), this study assesses changes in travel behavior during each pandemic phase. Data were collected through three surveys conducted in major Chinese cities between late 2022 and early 2023. The findings reveal that CTR significantly mediates the influence of behavioral factors on travel intention, especially during the stabilization and conclusion phases. The IPMA results highlight key areas for intervention, with CTR, perceived behavioral control, and subjective norms varying in importance across phases. This research underscores the need for adaptive and sustainable strategies to strengthen traveler confidence, offering practical insights for supporting long-term resilience and growth in the tourism industry during and beyond health-related crises.

Modelling Behavioural Factors Affecting Consumers’ Intention to Adopt Electric Aircraft: A Multi-Method Investigation

Electric aircraft are seen as a key option for reducing the environmental footprint of the aviation industry. This research aims to identify the factors that influence Turkish air travellers’ intentions to adopt electric aircraft by building upon the theory of planned behaviour (TPB). A structured online survey was developed to gather cross-sectional data from 217 air travellers using convenience sampling. The data were analysed through a multi-method approach, including structural equation modelling (SEM) for sufficiency analysis and necessary condition analysis (NCA) for necessity analysis. The findings reveal that attitudes, subjective norms, perceived behavioural control, personal moral norms, and green trust positively correlate with the intention to adopt electric aircraft, whereas perceived risk has a negative correlation. Moreover, the NCA indicates that attitudes, subjective norms, perceived behavioural control, personal moral norms, environmental knowledge, and green trust are necessary conditions for the intention to adopt electric aircraft, reinforcing these results. This study is the first empirical attempt to investigate the formation of the intention to adopt electric aircraft, built on both sufficiency and necessity logics.

The Perception of Health Belief and Vaccine Valence Towards Domestic Tourist Intention to Travel during COVID-19 Pandemic

This research investigates health risk perception and vaccine valence as factors that affect Malaysian intention to engage in domestic vacations. An online survey was created with Google Forms and distributed to a sample of 265 domestic travellers at least 18 years of age in May and June 2021; this is when the nationwide vaccine program started in Malaysia. The result indicates that vaccine valence risk perception was a significant factor in affecting domestic vacation intention. Only perceived behavioural control and subjective norms mediated the relationship between health risk perception and domestic vacation intention. Overall, vaccine valence risk perception tested significantly with all constructs in this study due to the various factors, especially the timing of data collection where the data collection was carried out amid the national vaccination program. Hence, the vaccine is now perceived as a hope for many as the solution to the current pandemic problem. It indicates that domestic vacationers will return once vaccinated and when tourism sectors are open for business and resume their regular operation. These findings extend the body of knowledge for the theory of health belief and theory of planned behaviour in predicting tourist intention to travel during a pandemic. Findings also indicate the positive impact of vaccine valence on the tourist's intention to travel, which provides a glimpse of future tourist behaviour when facing similar uncertainties.

Pushing the Boundaries of Food Product Innovation Acceptance: A Case of Radical Ready-to-Eat Food Product Innovation in Malaysia

This study examines the impact of food neophobia and food innovation on Malaysian consumer attitudes, subjective norms, perceived behaviour control, and consumer behaviour intention towards ready-to-eat (RTE) foods. Additionally, this study investigates the mediating effects of food innovation, attitude, subjective norms, and perceived behaviour control on the relationship between food neophobia and consumer behaviour intention. A quantitative cross-sectional study was used whereby an online survey was developed and disseminated via social media platforms to all Malaysian consumers aged 18 years and above from October 2023 to January 2024. A total of 321 valid responses were used for hypothesis testing using SPSS and MPlus software. This study found eleven out of nineteen proposed hypotheses were statistically significant. Food neophobia directly influences food innovation, attitude, subjective norms, and perceived behaviour control. More importantly, this study found the significant influence of attitude, subjective norms, and food innovation as mediators in influencing the association between food neophobia and consumer behaviour intention. Findings from this study contribute to the RTE food behavioural studies by incorporating the theory of planned behaviour and stimulus-organism-response models. This study also introduces attitude, subjective norms, and food innovation as mediators in influencing the association between food neophobia and consumer behaviour intention. Results from the integrated model provide a more comprehensive understanding of the impact of food neophobia and food innovation on consumer attitude, subjective norms, perceived behaviour control, and behaviour intention. Findings underline the importance of RTE food producers exploring young consumers as the new markets for their products.

Mediating Roles of Perceived Quality and Perceived Behaviour Control in Shaping Chinese Consumer’s Purchase Intention for Domestic Infant Milk Formula (IMF)

The 2008 melamine crisis led to widespread consumer distrust of Chinese domestic infant milk formula (IMF), which was substituted through a surge of imported products. Recent studies, however, suggest a revival in consumer confidence in Chinese domestic products and regulatory supervision. This coincides with a rise in consumer ethnocentrism and increased concern about foreign IMF, which arose during the COVID-19 pandemic. This study aims to investigate the multifaceted factors that influence consumers’ intention to purchase domestic IMF, using a structural equation model based on a survey of 563 online consumers. Our findings challenge conventional thinking that food safety governance, consumer ethnocentrism, and COVID-19 have no significant direct impact on IMF purchase decisions. Instead, consumer purchase intentions are driven more indirectly by mediating factors of perceived product quality and perceived behavioural control. The findings have significant implications for Chinese policymakers and industry stakeholders seeking to rebuild trust and strengthen the market position of domestic IMF in the post-melamine and post-pandemic era. By understanding the nuanced dynamics and consumer preferences in this market, international stakeholders can also develop more effective strategies to navigate and compete in the ever-evolving landscape of the Chinese IMF industry.

Factors Driving Individuals’ Attitudes toward Sugar and Sweet-Tasting Foods: An Analysis within the Scope of Theory of Planned Behavior

Public health authorities are undertaking initiatives aimed at reducing sugar intake because it is linked to detrimental health outcomes. Individuals’ attitudes and intentions toward sugar can be significant factors affecting intake. Therefore, we here aimed to evaluate individuals’ attitudes and intentions toward sugar intake by combining the theory of planned behavior with different frameworks. Accordingly, we developed an online questionnaire and reached 940 participants. We observed that subjective norms (β = −0.140; p < 0.001) and perceived behavioral control (β = −0.138; p < 0.001) as defined in the theory of planned behavior significantly affected attitude. Subsequently, examining the effect of attitude (β = −0.209; p = 0.018) and intention (β = 0.717; p < 0.001) on sugar intake showed that intention had a positive effect, whereas attitude had no significant effect. Mediation analysis showed that attitude influenced sugar intake through intention (β = −0.286; p = 0.001). Furthermore, we determined that components including habits, perceived understanding, perceived nonautonomy, negativity, and apathy can affect attitude toward sugar intake (p < 0.001). Analyzing the effects of sociodemographic factors revealed that sugar intake was lower in individuals with food allergies (p < 0.05). In conclusion, these findings suggest that the theory of planned behavior, when combined with different frameworks, can be effective in predicting sugar intake and individuals’ intentions.

Unveiling Indian farmers’ adoption of climate information services for informed decision-making: a path to agricultural resilience

ABSTRACT Amidst the intensifying ramifications of climate change on economic conditions, there exists an imperative for farmers to adopt climate forecast information in agricultural decision-making proactively. The research employed an extended theory of planned behaviour to examine the factors influencing farmers’ intentions to incorporate climate information in their decision-making process. Data from 343 male farmers in India were collected using a multi-stage sampling technique and analysed through Partial Least Squares Structural Equation Modelling (PLS-SEM). The results confirm that attitude, subjective norms, perceived behavioural control, perceived benefits and epistemic values significantly and positively affect the farmers’ intention to use climate forecasts in making informed decisions in farming. The findings carry significant importance for advancing adaptation strategies within the agricultural sector, calling for essential measures like fostering the development of farmers’ associations and promoting fruitful collaboration in climate prediction initiatives. Such actions are instrumental in equipping farmers with the necessary tools and knowledge to tackle climate-related challenges and ensure sustainable agricultural practices effectively.

Study on factors affecting resilience behaviours of residents in coastal rural community management in response to typhoons

Coastal rural areas are highly vulnerable to a variety of climate-related disasters, including severe typhoons, extreme temperatures, and other environmental changes, each significantly damaging their ecosystems, economies, and communities. To more effectively predict, respond to, and recover from adverse events, and to maintain community stability and prosperity in these areas, building community resilience has become a central objective in coastal management. A comprehensive understanding of residents' resilience behaviours is essential for bolstering community resilience. Existing research primarily focuses on the causes and intervention strategies associated with residents' resilience, yet it neglects the mechanisms underlying residents' resilience behaviours. This study focuses on typhoon disasters in coastal rural areas, applying the Rural Coastal Community Resilience framework for the first time to expand typhoon resilience behaviours among coastal rural residents from five dimensions. It utilizes the widely recognized Theory of Planned Behaviour model, incorporating three critical variables essential for resilience building-risk perception, trust in community agencies, and community support-to analyse the mechanisms of resilience behaviours. The findings indicate that perceived behavioural control is the foremost predictor of resilience behaviours during typhoons and contrary to traditional views, trust in community agencies did not impact behavioural intentions positively. Moreover, community support, acting as a moderating factor, significantly facilitated the transformation from intentions to behaviours, highlighting the importance of external support. These innovative findings provide valuable strategies and insights for resilience building in coastal rural areas.

EXPLORING INTEREST GEN Z INVESTMENT IN THE STOCK MARKET: STUDIES EMPIRICAL IN SURABAYA CITY

This study is for learning attitude, subjective norms, and perception control behavior, which can influence interest in investing Surabaya students in the capital market. The research uses quantitative methodology. Besides that, the method of taking a purposive sample was used for the retrieval process sample. Data was collected through a distribution questionnaire to 110 respondents from University Ciputra and the University Airlangga who have invested in the capital market. An online questionnaire was used to collect data. Online questionnaires refer to Google Forms as a medium for filling out questionnaires. The collected data was processed using the Partial Least Square method with the analysis software SmartPLS 3, which aims to test the connectedness between variables. Testing this shows that attitude, subjective norms, and perceived behavioral control have significant connections to interest investment students in Surabaya City in investing in the stock market. Implications study this is to encourage the Indonesian Stock Exchange as a regulator, companies as intermediary trading shares, and companies engaged in the finance field to collaborate to give education and insight into investment shares among students.

Impact of theory of planned behavior based intervention on breastfeeding patterns of the mothers with preterm infants: a randomized trial

BackgroundThe birth of a preterm infant is considered a crisis for the mother and the family. Given the significance of breastfeeding for these high-risk infants, failure to initiate and maintain exclusive breastfeeding in this group of infants is a prevalent and serious problem. The aim of this research was to investigate the impact of Theory of Planned Behavior based intervention on breastfeeding patterns of the mothers with preterm infants: a randomized trial.Materials and methodsThis study is a field trial conducted in Isfahan, Iran in 2021–2022. It included 72 mothers of late preterm infants, divided into the intervention (n = 36) and control (n = 36) groups. The intervention group received four training sessions focused on breastfeeding patterns based on the Theory of Planned Behavior. Before, immediately after, and two and four months after the intervention, the constructs of the Theory of Planned Behavior related to breastfeeding patterns were assessed using a researcher-made questionnaire, and the infant’s breastfeeding pattern was recorded. Statistical analysis was performed using SPSS version 19, g repeated measures ANCOVA, Bonferroni post hoc test, and chi-square test.ResultsThe results indicated that immediately after the intervention, as well as two and four months later, the mean scores for attitude (P < 0.001), subjective norms (P < 0.001), perceived behavioral control (P < 0.001), and behavioral intention (P < 0.001) were significantly higher in the intervention group than in the control group. Additionally, the results showed that, the rate of breastfeeding immediately, two months, and four months after the intervention was significantly higher in the intervention group than before the intervention (P < 0.001). However, in the control group, the rate of breastfeeding immediately, two months, and four months after the intervention was significantly lower than before the intervention (P < 0.001).ConclusionInterventions based on the Theory of Planned Behavior can improve exclusive breastfeeding in late preterm infants by changing the attitudes, subjective norms, perceived behavioral control and the behavioral intentions of the mothers of preterm infants.Trial registration“IRCTID: IRCT20210524051392N1”, 13/06/2021.

Assessing the Impact of Visual Arts Teaching on Critical Thinking and Behavior Regulation

Background: Visual arts education has been suggested to influence cognitive and behavioral outcomes, yet its specific effects on critical thinking and behavior regulation remain underexplored. The effect of visual arts education on these domains forms the topic of the present study, which employs a mixed approach research design. Aim: To assess the impact of visual arts education on the improvement of critical thinking and self-regulation in students. Methodology: A quasi-experimental approach was employed with 80 individuals, with 40 in the experimental group Report Phrase receiving education in visual arts and 40 in the control group receiving non-visual arts education. CTST and BRI assessment tools were used to acquire quantitative data about the participants, utilizing the independent and paired sample T-tests. Data collected from participants include interviews, focus group discussions, self-administered, and thematic analysis. A repeated measures ANOVA was used to analyse the data. Result: Statistical findings depicted improvements in the quantitative aspect; critical thinking skills improved from 70.0 to 75.3 with p&lt;0.001 and behavior regulation improved from 65.0 to 69.2 with p&lt;0.001 in the experimental-group in contrast to the control-group. The thematic analysis found striking increases in attention, impulse control, task completion, creativity, collaboration, affect expression, and self-esteem of experimental-group participants. Based on the findings of the Repeated Measures ANOVA, significant enhancements were observed in both domains for critical thinking and behavior regulation with effect size estimates of 0.40 and 0.30, respectively. Conclusion: The development of critical thinking and behavior control in students is greatly impacted by art instruction. Quantitative and qualitative data both support the utility of using visual arts interventions for cognitive and behavioral development and inform practice in art education.