Intention-behavior Gap Research Articles

Understanding fans’ responses to sustainability: a segmentation of sport event goers’ pro-environmental intentions and behaviours

ABSTRACT It is widely argued that sport can be a tool to market environmental sustainability both through and within it, yet there exists a notable gap between individuals’ environmentally friendly interests and actions in and around sport. In this study, we centre on sport event goers in an attempt to better study and segment them, based on their pro-environmental intentions and behaviours, in order to better identify how future marketing communication campaigns on environmental sustainability could be better tailored and targeted to each segment. Quantitative data collected through an online survey during a football match (n = 578) are analysed for patterns to be identified, before a cluster analysis is conducted. Three distinct clusters are identified, each pointing to a different form of the value-action gap. The segmentation profiling obtained through this study illustrates the differences among individuals that need to be understood first, before environmental sustainability campaigns are to be created.

Overcoming non-usage of e-mental health: A qualitative study in a Dutch general practice

Abstract Background Worldwide percentages of people with mental health problems are substantial and increased during the COVID pandemic (to about 25 % in the general population). E-mental health has potential to help with waiting lists, rising health care costs and work pressure. To reach the desired effects, participants need to use the technology as intended. Non-usage though is a common problem. Research question is: what elements obstruct the intention to use e-mental Health interventions, plus what are barriers to bridging the intention-behaviour gap? Methods In a qualitative study, semi-structured interviews were conducted (interview guide). We recruited patients who were invited for an e-mental health intervention in a Dutch general practice but did not start the intervention. Data saturation occurred with 11 patients. Open, axial and selective coding was done on the transcribed interviews using the software ATLAS.ti. Results Five main themes were associated with non-use: 1) ‘Expectations about the eHealth in general’ were neutral to positive. 2) ‘thresholds to start e-mental health’ were: negative expectations about the content, lacking mental capacity due to mental problems, missing personal contact, the therapy with the mental health professional in general did not fit their needs or aversion towards more screen time. 3) ‘lack of planning’. 4) lacking encouragement from mental health professional 5) ‘Expectations from therapy in general’. (a.o. face-to-face contact and tailoring) Conclusions Embedding the e-mental health more into regular therapy has potential to overcome non-usage. The mental health care professional has social influence to increase usage, by a clear and convincing introduction plus joint review of the exercises during consultations. This study needs to be repeated in other clinical settings. Future research should also include age (computer use) and disease prognosis to define when e-mental health is a suitable solution for patients. Key messages • E-mental health interventions have potential to help with waiting lists, rising health care costs and workload, but non usage is a problem. • Embedding the e-mental health more into regular therapy has potential to overcome non-usage.

Bridging the Intention–Behavior Gap in Facial Recognition Payment from an Innovation Resistance Perspective: A Mixed-Method Approach

Face Recognition Payment (FRP) technology and devices in the offline market continue to mature and popularize, and how to further promote the use of FRP deserves our attention. Previous studies have focused more on the antecedent elements that influence users’ intention to use FRP. To date, we still know little about what motivates the gap between FRP use intention and behavior. We conduct a two-stage study using a mixed-methods approach. We conduct 142 interviews in Study 1 to identify barriers to this study. Based on this, the appropriate research model is formulated. In study 2, we collect a valid sample of 275 data points and employ regression analysis to examine the model. To answer this question, this study adopts innovation resistance theory (IRT) to develop a research model. The results suggest that the degree of influence of FRP use intention on use behavior depends on users’ habits, complexity, embarrassment, perceived privacy risk, and expected switching costs. All of these factors negatively influence the extent to which intention acts on behavior. This study helps bridge the FRP use intention–behavior gap and provides practical suggestions for offline retailers and design units in designing and marketing FRP technology in a rational way.

From Virtual Trees to Real Forests: Public Participation in Virtual Forest Realization Projects in China

With the rapid development of Internet technology, the channels for the public to participate in forest protection and ecological construction have been expanded. In China, virtual forest realization projects have successfully heightened environmental awareness among the public. However, these projects have also faced a “green gap”, characterized by a substantial disconnect between environmental intentions and actual participation behaviors. Based on 69 articles about virtual forest realization projects in China, this paper aims to reveal the roots of the intention–behavior gap, influencing factors, and potential mitigation strategies. Our findings indicate the following: (1) While virtual forest realization initiatives have made progress, they still face multiple challenges such as governmental inefficiencies and platform traffic bottlenecks. (2) The factors influencing public participation in virtual forest realization projects can generally be categorized into three types: external situational factors, internal psychological factors, and demographic variables. Initially, external influences like online word-of-mouth and gamified platforms played a crucial role in attracting the public. Over time, internal factors such as public trust in the platform and perceived enjoyment have become more prominent. Inconsistent findings regarding demographic variables suggest a need for further research. (3) Current solutions primarily focus on macro policies and have not fully addressed existing challenges. This study reveals the reasons and influencing factors of the intention–behavior gap, with the goal of offering valuable insights for future public engagement and project optimization.

The Moderating Effect of Motivation and Health Belief on Exercise Participation Intention–behavior Gap: Targeting Pre-service Elementary School Female Teachers

The Moderating Effect of Motivation and Health Belief on Exercise Participation Intention–behavior Gap: Targeting Pre-service Elementary School Female Teachers

Mind the intention-behavior gap: a qualitative study of post-myocardial infarction patients’ beliefs and experiences with long-term supervised and self-monitored physical exercise

BackgroundMany post-myocardial infarction (MI) patients struggle with physical activity behavior change (BC) for life-long secondary prevention. There is limited knowledge about factors influencing long-term physical activity BC among post-MI patients. This qualitative study aimed to explore the beliefs and experiences related to post-MI patients’ physical activity BC process following a year’s participation in a supervised and self-monitored exercise program: the Norwegian Trial of Physical Exercise After MI (NorEx).MethodsWe conducted a qualitative study, performing in-depth semi-structured interviews with a randomly selected sample of NorEx participants when they were scheduled for cardiopulmonary exercise testing after one year of participation. Interviews were transcribed verbatim and the data was analyzed by applying reflexive thematic analysis.ResultsSeventeen participants (n = 4 female [24%]; median age, 61 years; median time since index MI, 4 years) were recruited and interviewed once. Analysis resulted in four main themes (nine sub-themes): (1) Personal responsibility to exercise (Exercise is safe, Health benefits, Habitual exercise); (2) Peer social support for a sense of safety and belonging (Social exercise, Supervision is preferred); (3) Research participation transformed exercise beliefs (High-intensity exercise is superior, Personal Activity Intelligence (PAI) promotes exercise adherence); and (4) Mind the intention-behavior gap (Initial anxiety, Lack of continued follow-up).ConclusionsSeveral participants reported that they were able to maintain exercise BC during a year’s participation in NorEx. Nevertheless, a perceived lack of continued and individualized follow-up made some participants struggle with motivation and self-regulation, leading to an intention-behavior gap. Therefore, our findings suggest there is a need for individualized and continued social support and supervision from health and exercise professionals to maintain long-term exercise BC for secondary prevention among post-MI patients.Trial registrationThe NorEx study has been registered at ClinicalTrials.gov (NCT04617639, registration date 2020-10-21).

Why Residents Don’t Do What They Say: Exploring the Intention–Behavior Gap in E-Waste Online Recycling Participating

E-waste online recycling is a new recycling model that has received strong support from governments worldwide. It integrates multiple processes such as online inquiry and offline delivery. The complex online–offline interaction makes residents’ willingness to participate susceptible to external factors, hindering their behavior. To better transform residents’ recycling intentions into behavior, this paper primarily uses a questionnaire survey to explore the intention–behavior gap in e-waste online recycling participating. Our findings show that residents’ e-waste online recycling intention directly predicts their behavior, but the implementation plan plays a partial mediating role between them. Additionally, perceived value and platform interactivity moderate the impact of e-waste online recycling intention towards participation behavior. Subsequent in-depth interview analysis further also confirmed these findings. The study contributes to understanding residents’ online recycling behaviors and fostering the sustainable development of this model.

A deeper look at switching intention to electric moped: Magnitude vs Uncertainty

While behavioral intention is often considered the immediate predictor of actions, the actual realization of a stated intention is often affected by the intention-behavior gap. This research investigates motorcyclists’ switching intention to an electric moped from a fossil-fuel moped, examining two key components of self-reported intentions: magnitude and uncertainty. Using the judgement uncertainty and magnitude parameters (JUMP) model within the Theory of Planned Behavior framework, we differentiate the two components of stated intention and explore their determinants. Our analysis of data from 293 Taiwanese moped users reveals that while attitude is the major determinant of intention magnitude, intention uncertainty is determined by perceived control, subjective norms and the interaction between attitude and perceived behavioral control. We observed high intention uncertainty across all responses, with negative intentions showing greater uncertainty. Conflicts between attitude and perceived control relate to higher intention uncertainty.

Revisiting the moral forecasting error – A preregistered replication and extension of “Are we more moral than we think?”

Predictions are often inaccurate. Still, the direction of prediction errors may vary. Contrary to research on the intention-behavior gap, where people fail to live up to their ambitions, a study on “moral forecasting” found that people behaved more honestly than they predicted. In this registered report, we present two close replication attempts and one conceptual replication attempt of this moral forecasting error across two experiments. In Experiment 1 (N = 1839), we recruited a general population sample from the same country as the original study (Canada) to an online experiment. We successfully replicated the moral forecasting error using a math-based cheating task from the original study: Predicted cheating was much higher in a moral forecasting condition than actual cheating in a moral action condition (d = 0.69). In Experiment 2 (N = 1381) we replicated the forecasting error again, using the same task in a general population sample from the U.S. (d = 0.72). However, we were unable to conceptually replicate the effect using a different dishonesty measure, the “mind game”, in Experiment 1 (φ = 0.03). We also could not reduce the forecasting error through a debiasing intervention in Experiment 2 (d = 0.01). Across both experiments, participants predicted that others would cheat much more than they would themselves. In this registered report, we conclude that the moral forecasting error is robust for the original cheating task. We also show that it can generalize contextually (from a lab to an online setting), but not to a different task. Future research may show exactly when predictions about one's own honesty are pessimistic rather than optimistic.

Product Characteristics and Emotions to Bridge the Intention-Behavior Gap in Green Food Purchasing

Promoting environmentally friendly behaviors is a pivotal strategy in addressing the climate crisis. The food industry’s impact on pollution and resource consumption underscores the importance of fostering eco-sustainable food consumption, which can significantly benefit the environment. However, despite the global surge in green purchase intentions, a noticeable discrepancy persists between these intentions and actual purchasing behavior. This study aimed to investigate the influence of various factors on the likelihood of purchasing green food. An online survey was administered to Italian adult consumers (n = 832, 66% female, aged 18–84 years), collecting sociodemographic data and assessing emotions related to green purchases, perceptions of green food characteristics, intention to buy green food, and frequency of green food purchases. Through cluster analysis, three distinct consumer categories emerged: Coherent Buyers (individuals willing to buy green food and actively doing so), Coherent Non-Buyers (individuals who have no intention to buy green food and do not buy it), and Non-Buyers with Favorable Intentions (individuals expressing willingness to buy green food but not following through with purchases). Results from multinomial logistic regression analysis revealed that several factors influenced the likelihood of being categorized in the other two categories, as opposed to the Coherent Buyers one. These factors included younger age, a lower sense of pride associated with purchasing green products, and considering healthiness, natural content, and eco-sustainability of food less important and familiarity of green food more important. These findings provide valuable insights for marketers and policymakers, facilitating efforts to bridge the gap between green food intentions and behaviors and promote a shift toward a more eco-sustainable dietary pattern.

Behavioral barriers impede pro-environmental decision-making: Experimental evidence from incentivized laboratory and vignette studies

Despite increasing concerns about climate change, many people struggle to translate their pro-environmental values into action. Here, we explore the origins of this value-action gap focusing on the role of behavioral barriers that are characteristic for many environmentally relevant decisions. Using incentivized online laboratory and vignette experiments, we find that individuals are less likely to behave in accordance with their environmental values if they are not immediately affected by the consequences of their actions, if the impacts of their actions are uncertain, and if they contribute only marginally to the outcome. The behavioral barriers also exert an indirect effect on environmental behavior by undermining reciprocity and positive peer effects. The value-action gaps are correlated across the different experimental settings with men and younger participants showing a particularly large gap. These insights are important for climate communication and education, highlighting the important role of the perceived relevance and potential consequences of personal behaviors in collective action.

Fans' behaviour in selecting green accommodations

Sport tourism has become an increasingly popular global phenomenon, merging the allure of sporting events with the adventure of travel. Given the scale of such events and the transient spike in population they induce, it is crucial to consider sustainable practices, particularly in choosing accommodations. Green accommodations emerge as a key solution to mitigate the environmental footprint associated with sport tourism. This study investigates the behaviour of sports fans in selecting green accommodations, highlighting the increasing preference for environmentally responsible travel options in the context of sport tourism. Following the Theory of Planned Behaviour, this research assesses how attitudes, subjective norms, and perceived behavioural control influence fans’ decisions towards eco-friendly lodging. Data were collected from an open questionnaire distributed across diverse digital platforms in Italy. The online survey included questions aimed at investigating fans’ preferences and behaviours in selecting green accommodations. Key findings reveal that, while environmental sustainability is not always the primary factor in accommodation choice, there is a notable consciousness towards eco-friendly living among sports tourists. However, the booking of green accommodations often falls short of initial intentions due to factors like limited availability, higher costs, and insufficient information. This study proposes strategies for event organisers and policymakers to bridge this intention-behaviour gap, such as enhancing the visibility of green accommodations and offering incentives to promote sustainable choices. This research contributes to a deeper understanding of consumers’ behaviour in sustainable tourism and underscores the need for integrated efforts to facilitate more environmentally conscious decisions in sport-related travel.

Just Participatory Research with Young People Involved in Climate Justice Activism

This commentary reflects on the tensions inherent in enacting creative, co-produced, and participatory methods with younger co-researchers who are also climate justice advocates. Whilst participatory research with young people involved in climate justice work has the potential to build intergenerational networks of solidarity, such research is contoured with complexity. The authors, two university-based researchers, juxtapose the social justice agenda at the foundation of participatory research, with the climate justice agenda, and consider the resonances and tensions between research and social movements. They advocate for an intersectional climate justice approach to participatory research that positions young people as co-researchers and co-authors, aiming to counter epistemic injustices and amplify the voices of those first and worst affected by climate change. Simultaneously, the felt value-action gap (between the justice sought and the injustices that persist within research) generates questions about the profound differences, even incommensurability, between university-generated research and the pursuit of climate justice in movement spaces. A series of questions are offered to those engaged in participatory research with younger people to prompt collective reflection on research processes and practises. The commentary concludes with a call for university-based researchers to engage critically with the power structures within academia and to prioritise the needs and goals of younger climate justice advocates over institutional demands.

Planned and unplanned drinking to get drunk: A registered report examining willingness, drinking motives, and protective behavioral strategies using ecological momentary assessment.

We examined alcohol use and consequences across five categories of same-day drinking intentions and willingness and tested whether same-day motives and protective strategies predicted differences in outcomes across categories of intentions and willingness. In a 14-week ecological momentary assessment design, undergraduate student participants (N = 196) reported drinking intentions and behaviors over 13 surveys weekly (four morning surveys [Thursday through Sunday]; three midday, early, and late evening surveys [Thursday through Saturday]). On average, participants were 20.61 years old (SD = 1.50; range 17-25), 63% identified as female (n = 124), 29% as male (n = 57), and 8% identified as neither male nor female (n = 15; i.e., nonbinary; transgender; genderqueer; agender). Participants reported numbers of drinks consumed on the evening (past 2 hr) and morning (previous day) surveys. Multilevel generalized linear models tested effects of drinking intentions/willingness categories, motives, protective strategies, and interactions between key variables on alcohol use and consequences in several models. Rates and quantities of drinking were highest on planned drinking days, and especially high when students planned to get drunk. When enhancement and social motives were elevated, students were more likely to drink and consumed more drinks even on unplanned drinking days, and especially when socializing with others. Effects of coping motives were weaker and sparse. Harm reduction protective strategies were associated with more positive and negative consequences with little variation across planned and unplanned drinking days. Jointly considering drinking intentions and willingness narrows the intention-behavior gap in student drinking and suggests potential areas of focus for messaging around responsible drinking. (PsycInfo Database Record (c) 2024 APA, all rights reserved).

Bridging the Intention-Behavior Gap in Sustainable Consumption (WITHDRAWN)

Bridging the Intention-Behavior Gap in Sustainable Consumption (WITHDRAWN)

Bridging the Intention-Behavior Gap in Organic Food Consumption: Empirical Evidence from China.

The transition to a low-carbon economy emphasizes the importance of green and low-carbon consumption; yet, there is often a discrepancy between consumers' intentions and their actual behavior regarding organic foods. This study aims to identify strategies to bridge this gap. The research model of organic food consumption intention and behavior is constructed, and a structural equation model is used to test the research hypotheses based on a valid sample of 480 residents of Guangdong Province through an online questionnaire survey. Further, the intention‒behavior gap is defined and its determinants are investigated through multiclass logistic regression. Finally, we categorize and forecast the alignment between consumption intentions and behaviors using machine learning algorithms. The results reveal that attitudes, social interactions, and cognitive information play crucial roles in aligning intentions with behaviors. By enhancing social information exchange or improving cognitive understanding, consumers can reduce their intention‒behavior discrepancy. This research offers valuable policy recommendations for fostering green consumption among residents from various perspectives.

Intention-behaviour gap in organic food consumption: a dual-moderated mediation model

Intention-behaviour gap in organic food consumption: a dual-moderated mediation model

The moderating effect of entrepreneurial motivation on the relationship between entrepreneurial intention and behaviour: An extension of the theory of planned behaviour on emerging economy.

The study investigates the influence of antecedents of the theory of planned behaviour (TPB) and personality traits on entrepreneurial intention and behaviour among engineering students in an emerging economy. It employs the extension of the TPB model by focusing on the intention-behaviour gap, an under-researched area in research. Furthermore, it investigates the moderating effect of entrepreneurial motivation on the relationship between intention and behaviour to improve conceptual model predictability. A structured questionnaire was used to gather data from 1,564 engineering students, and the data were analyzed using structural equation modelling (SEM) with Amos software. The results revealed that subjective norms were the strongest predictor of entrepreneurial intention and behaviour, followed by entrepreneurial alertness, perceived behavioural control, attitude towards entrepreneurship, need for achievement, and risk tolerance. Moreover, the moderation analysis showed that entrepreneurial motivation was crucial in moderating the relationship between intention and behaviour. The present conceptual model contributes to the existing TPB model by improving predictive power to understand the intention-behaviour relationship. The results of the study will assist policymakers, academicians of higher education institutions, and universities in developing policies, strategies, and curricula to engage more students in entrepreneurial activities.

Determinants of behavior towards hemp-based products: an application of the theory of planned behavior

PurposeThis paper examines how U.S. consumer intentions to adopt hemp vary across product types using the theory of planned behavior (TPB).Design/methodology/approachData were collected via an online survey of U.S. residents in 2022 (n = 1,948). Two-step structural equation modeling is used to examine how TPB constructs and background factors influence intent to use five different hemp-based products: cannabidiol (CBD), clothing, food, personal care products, and pet products. Data are analyzed using R.FindingsPositive attitudes towards all categories of hemp-based products increase the probability of adoption, while subjective norm and perceived behavioral control have limited and varied significant influence across product models. Age has a consistent significant and negative influence on adoption.Research limitations/implicationsFindings highlight consumer segmentation and marketing opportunities, inform hemp stakeholder decision-making, and provide directions for future research. Given the absence of explanatory power of SN and PBC on most product models and the diversity of products and nuanced U.S. hemp policy, future research could investigate expanded iterations of TPB. Using revealed behavior could also highlight potential intention-behavior gaps and offer more robust insights for hemp stakeholders.Originality/valueFindings contribute to a limited body of information on markets and consumer demand for hemp in the U.S.

Weight Stigma and Eating Behaviors in Young Adults across Weight Status

Objectives: For this study, we adopted and expanded the Theory of Planned Behavior (TPB) by adding weight-related self-stigma (WSS) to explain avoidance in 3 eating behavior (EB) types – uncontrolled eating, emotional eating, and cognitive restraint – among overweight and obese persons and persons not overweight (underweight + normal weight). Methods: A total of 348 adults aged 18-30 years have participated in this study. Questionnaires were used to assess factors in TPB (viz, intention, attitude, subjective norm, and perceived behavioral control [PBC]) in relation to EB avoidance, WSS, and the 3 types of EB. In addition to structural equation modeling, path invariance was tested. Results: In general, WSS together with subjective norm and PBC were positively associated with intention to avoid EB; PBC to avoid EB was negatively associated with EB; however, intention to avoid EB and WSS were positively associated with EB. In addition, path invariance between the non-overweight and overweight groups was not supported. In the overweight group, WSS had a more significant impact on PBC. Conclusions: The extended TPB model successfully explained the intention to avoid EB and the negative effect caused by WSS. However, the intention-behavior gap emerged from our results. The underlying factors that prevent people from avoiding EB should be investigated further.