Original Theory Of Planned Behavior Research Articles

Reviving the entomophagy tradition among the younger generation: An application of the theory of planned behavior

Edible insects are sustainable sources of animal protein. Although insects are novel foods in Western societies, the Asia-Pacific region preserves traditional entomophagy cultures. In parts of the Asia-Pacific region, the amount consumed gradually declined with each passing generation. Reviving the entomophagy tradition among the younger generation is crucial for the future market for edible insects. This study examined young consumers’ perceptions of edible insects and the psychological determinants of their consumption. This study was conducted in Japan, which is a typical example of generational differences in insect consumption due to traditional eating habits. We adopted the theory of planned behavior (TPB) to identify psychological determinants of entomophagy and conducted two online surveys among 391 and 342 young Japanese consumers, respectively. We extended the original TPB by adopting a treatment–control design in which respondents in the treatment group received information on product availability. The results revealed that edible insects remained a novel food among respondents. The TPB revealed that subjective normsand perceived behavioral control (PBC) were determinants of consumption intention, whereas intention and PBC were determinants of behavior. Information on product availability had a significant positive impact on intention; however, it had little impact on behavior. Furthermore, we found that food safety control was the most valued product attribute and hedonistic attributes were prioritized over functionalist attributes. Based on these findings, this study proposes possible promotional strategies that provide valuable insights for marketers and policymakers in Japan and other countries to revive the entomophagy tradition among younger generations.

Factors associated with speeding behavior of Moroccan drivers: Study guided by the theory of planned behavior

This study investigates the determinants that influence drivers to exceed speed limits by using an extended version of the Theory of Planned Behavior (TPB). Therefore, data about 254 drivers representing various cities in Morocco were collected via a web-based questionnaire. Then, confirmatory factor analysis (CFA) was used to validate the proposed questionnaire, while structural equation modeling (SEM) was conducted to analyze and validate the hypothesized model. The results suggest that the extended TPB, incorporating additional factors of habit, moral norms and descriptive norms, outperforms the original TPB. Moreover, the findings underscore that speeding behavior is directly influenced by both speeding intention and habit, and indirectly influenced by moral norms and habit through the mediation of intention. The result of this study will contribute to developing new behavior change interventions aiming at combating speeding behavior and also contributing to ongoing efforts aiming at promoting road safety.

Self-identity explains better breastfeeding intention of ethnic pregnant mothers of Western Nepal: Extending the theory of planned behavior.

Breastfeeding intention is one of the strongest predictors of breastfeeding behavior and practice. The Theory of Planned Behavior (TPB), with its main construct, behavioral intention, is useful to predict actual behavior. While the literature has examined the implications of other theoretical notions such as self-identity, moral norm, descriptive norm, and socio-demographic variables, their roles remain unclear. Similarly, research on ethnic and low-income mothers is even insufficient. Therefore, given the original TPB constructs, our goal was to examine the role of extra theoretical constructs and specific demographic variables, and observe whether the original model would alter. A cross-sectional analytical study was carried out among 325 pregnant mothers in six purposively selected health care facilities of Kaski and Tanahu districts, using structured pro forma, from December 2018 to November 2019. We developed stepwise multivariate logistic regression from the entered and cleaned data, observed the effects on breastfeeding intention (BFI), and checked against multiple parameters. We interpreted the model with adjusted odds ratios and β coefficients, along with the variance explained. Out of 325 pregnant women, more than half (54.8%) were primiparous, and the mean age was 25.1±5 years. All three theoretical constructs of TPB regressed the BFI significantly, with 10.7%, the breastfeeding attitude dominating (β = 0.734, p = .003), and the other two constructs-perceived breastfeeding control (β = 0.659, p = .011) and breastfeeding subjective norm (β = 0.504, p = .045). Interestingly, breastfeeding self-identity added further variance of 5.2% (β = 0.955, p < .001), followed by income, with 3.2% (β = 0.856, p = .001), both of which also tallied large effect sizes. The model parameters showed consistency and robustness. We discuss the variables of the theoretical and extended model for BFI as well as the arguments for the explained variance. Self-identity is a strong and independent predictor of breastfeeding intention and, therefore, should be considered to better prepare for breastfeeding, especially among ethnic pregnant mothers. The direct and intermediate effects of self-concept and income need further study with more robust designs.

Extending the theory of planned behavior to predict the behavior of farmers in choosing low-water-intensive medicinal plants

Water scarcity has become a serious challenge in many parts of the world due to increasing demands and the impacts of climate change. The agriculture sector globally accounts for a major portion of water consumption, yet it also holds substantial potential for water conservation. Among the most effective ways to conserve water is to cultivate low-water-demanding crops, such as medicinal plants (MPs), instead of water-demanding crops (WDC). However, the voluntary participation of farmers, largely influenced by socio-psychological drivers, is crucial for successfully implementing most water conservation programs and needs to be addressed. Therefore, the main objectives of this paper were: (1) to identify the determinants that explain farmers' intention and behavior in cultivating MPs instead of WDC; and (2) to examine the effectiveness and performance of an extended version of the theory of planned behavior (TPB) in predicting farmers' intention and behavior toward cultivating MPs by innovatively incorporating four new variables into the original TPB model: perceived barriers, moral norms, compatibility, and relative advantage. The applicability of the theoretical framework was evaluated in the Sojasroud Plain, Zanjan province, Iran. The results of the structural equation modeling revealed that: (1) farmers' intention to cultivate MPs instead of WDC is significantly influenced by perceived barriers, moral norms, subjective norms, and perceived behavior control (the strongest predictor); and (2) farmers’ behavior in cultivating MPs instead of WDC is predicted by relative advantage, compatibility, and intention (the most prominent determinant). The R2 values for predicting intention and behavior were 55% and 53%, respectively. Based on the results, some practical policies were proposed to increase the cultivation of MPs in the study area.

Impact of environmental awareness and knowledge on purchase intention of an eco-friendly hotel: mediating role of habits and attitudes

PurposeThis study explored the impact of environmental awareness, knowledge, habits, attitudes, subjective norms and perceived behavioural control on purchase intention towards an eco-friendly hotel from a hotel guest perspective. The mediating role of habits and attitudes in the relationships was also examined.Design/methodology/approachAnchored on an extended theory of planned behaviour (TPB) model, the study employed a quantitative method through a self-administered questionnaire. Convenience and snowball sampling approaches were used to select 241 respondents. Structural equation modelling was adopted to examine relationships between constructs.FindingsResults showed that hotel guests’ perceived environmental awareness positively influences their habits and that environmental knowledge positively affects their attitudes. Hotel guests’ habits, attitudes and perceived behavioural control also influence their purchase intention towards an eco-friendly hotel. In addition, habits and attitudes have a mediating effect on the relationship between environmental awareness and knowledge and purchase intention.Practical implicationsHotel operators should implement marketing campaigns to arouse hotel guests’ eco-friendly habits and attitudes by promoting environmental awareness and knowledge such as energy saving initiatives and green activities, which can increase their purchase intention.Originality/valueThe findings extend the current hospitality and tourism literature advocating for the mediating role of habits and attitudes with the consequence of environmental awareness and knowledge about purchase intention. Moreover, this study increases the original TPB’s predictive power in the context of eco-friendly hotels by adding complementary constructs.

Planned Behavior in the Use of Dating Apps by Women in Korea

While South Koreans tend to quickly adopt new technologies, such as mobile apps, without facing technological difficulties, this population uses dating apps at a relatively low rate compared with Western countries. The current study employes the Theory of Planned Behavior (TPB) to examine psychological factors, as opposed to technological factors, to explain why South Koreans—particularly female young adults—rarely use dating apps to find potential romantic partners. Participants were 309 women who completed an online survey assessing their attitudes toward dating apps, subjective norms regarding dating apps, and perceived risks. As for behavioral control, factors of the original TPB were collected, and the relationships among these factors were analyzed. The results indicated that the initially suggested model did not show an acceptable fit of the data. Among the three factors, attitude towards dating apps was the most important in predicting intention, while actual usage of the apps negatively affected future intentions. Implications and future research directions are discussed.

Applying the theory of planned behavior with optimistic bias to understand food safety behaviors of young and middle-aged highly educated Brazilian consumers

Foodborne diseases are commonly linked to food handled in household kitchens, and comprehension of consumers' food safety behaviors is essential for addressing this issue. This study evaluated young and middle-aged highly educated Brazilian consumers' intention to perform food safety behaviors while handling food at home, applying the Theory of Planned Behavior (TPB) extended version with optimistic bias (OB) as a new predictor. Nine hundred and eighteen young and middle-aged highly educated consumers from Brazil responded to an online questionnaire based on the TPB with the addition of OB. The extended version explained 27% of the variance in intention (adj. r2 = 0.27, p < 0.001), while results from the original TPB model showed 25% of the variance (adj. r2 = 0.25, p < 0.001). All predictors (attitude, subjective norm, perceived behavioral control, and OB) positively and significantly influenced behavioral intention. The extended version of the theory is a useful instrument for understanding consumers' intention to perform food safety behaviors. Moreover, Brazilian consumers’ beliefs should be considered in marketing and governmental campaigns to increase food safety.

How willing are residents to accept sustainable energy from food waste generated by anaerobic digestion projects?

The increasing demand for local anaerobic waste-to-energy projects triggered by citizens' environmental consciousness has forced communities, practitioners, and academicians worldwide to prioritize this subject. This research extends the theory of planned behavior (TPB) model with egoistic value. This study assessed residents' willingness to accept energy from food waste via anaerobic digestion (AD) projects. This study compares the new research framework with the original TPB framework. Using 408 questionnaires from Chinese residents in Jiangsu Province, hypothetical statements were assessed using a covariance-based structural equation model (CB-SEM). Egoistic values influenced all TPB constructs. The study found that TPB constructs mediated the association between egoistic value and residents' willingness to accept energy from food waste through AD projects. The findings suggest that the actual research framework can better explain outcomes than the original TPB model. This shows that the actual framework is more effective in understanding residents’ willingness to accept energy from food waste through AD projects. Policymakers and investors should communicate the health benefits of energy from food waste via anaerobic digestion schemes to citizens. Also, the policymakers or experts should focus on egoistic values or the health benefits of the citizens before they hurry to uptake the projects.

Expanding financial inclusion participation in Muslim-dominated communities through Islamic finance products (IFP) adoption

Purpose This study aims to expand the theory of planned behaviour (TPB) to understand determinants of financial inclusion participation behaviour through the mediating effect of Islamic finance product (IFP) adoption. Design/methodology/approach A quantitative research design was deployed using primary data from a survey conducted within the Muslim-dominated regions in Nigeria, which was analysed using partial least squares structural equation modelling. Findings It was found that the original TPB variables, attitude, subjective norms, perceived behavioural control (PBC) and behavioural intention have strong positive influences on financial inclusion participation behaviour, however, among the new variables, government support and IFPs adoption directly influence, while awareness and access to banking and digital channels were not. Furthermore, IFPs adoption significantly mediates the relationship between attitude, behavioural intention, government support and access to banking and digital channels and financial inclusion participation, but it failed to mediate that of subjective norms, PBC and awareness. Research limitations/implications These findings imply the need to establish more Islamic financial institutions or conventional banks to introduce IFPs in Muslim-dominated regions in Nigeria, as such products are desirable in expanding financial inclusion. While such is being pursued, policymaking bodies responsible for financial inclusion should design appropriate programmes to create awareness of IFPs for expanding financial inclusion. Originality/value To the best of the authors’ knowledge, this study could be the first to expand the TPB by integrating IFP adoption as a mediator within the context of financial inclusion participation as well as the incorporation of awareness, government support and access to banking and digital channels as additional variables.

Behavioral factors influencing the acceptance and usage of waste bins in Ghana: application of the extended theory of planned behavior (TPB)

PurposeSeveral waste bin sanitation initiatives have been introduced in Ghana to address the surge in indiscriminate solid waste disposal in households. What is not known are the behavior factors that determine the acceptability and use of waste bins. This study aimed to identify the determinants of waste bin acceptability and use in Ghana using the theory of planned behavior (TPB).Design/methodology/approachData on waste bin acceptability and usage were collected from 881 households in the Volta and Oti regions of Ghana. The data were analyzed using the partial least squares-structural equation modeling technique in SmartPLS 3 software.FindingsThe coefficient of determination (R-squared value) of the original TPB and the extended model explained 39.9 and 44.7% of the variance in waste bin acceptability and use intentions, respectively. The results revealed that attitudes (ß = 0.114, t = 3.322, p < 0.001), subjective norms (ß = 0.306, t = 6.979, p < 0.001) and perceived moral obligation (ß = 0.352, t = 8.062, p < 0.001) significantly predicted household waste bin acceptability and use behavior intentions, but perceived behavioral control (ß = −0.003, t = 0.064, p < 0.949) did not influence behavior intentions significantly.Practical implicationsThe study provides valuable insights into the behavioral factors to be prioritized by waste management service providers to improve household waste bin acceptability and usage.Originality/valueThis is one of Ghana's first studies investigating the behavioral determinants of waste bin acceptability and usage.

What factors influence the intention to use electric motorcycles in motorcycle-dominated countries? An empirical study in Vietnam

Transitioning to electric motorcycles (EMs) can reduce dependence on carbon-based fuels, mitigate air pollution, and lower greenhouse gas emissions in countries where motorcycles dominate the transportation landscape. However, the factors influencing fleet electrification in these countries remain largely unknown. Given that this challenge pertains to the prior adoption of new technology, technology acceptance theories can provide valuable insights into the adoption of EMs. Additionally, misinformation about EM risks and self-assessment of knowledge could interact as determinants of adoption. This study integrates the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and perceived risk to elucidate the impact of psychosocial factors on consumers' intentions to use EMs. Furthermore, it examines the direct and moderating effect of subjective knowledge about EM technology on the formation of this behavioral intention. Structural Equation Modeling (SEM) analysis was applied to investigate data collected from 762 respondents through personal interviews using a questionnaire. The results confirm that all original TAM and TPB constructs significantly influence behavioral intention, aligning with theoretical expectations. As hypothesized, perceived risk was found to exert a negative influence on the intention to adopt EMs. Additionally, subjective knowledge was observed to moderate the relationship between perceived usefulness and subjective norms concerning the intention to use EMs. These findings offer a roadmap for developing strategies aimed at encouraging adoption intentions toward EMs, particularly in countries like Vietnam.

Investigating the dietary intentions of Iranian tourists regarding the consumption of local food.

Attention to local food among tourists is increasing day by day. However, studies on the behavior and intention of tourists towards consuming these foods are few. Limited studies in this field prompted us to help fill the research gap by doing this research. This study aims to use the extended theory of planned behavior (TPB) by adding risk perception (RP) to investigate the tourists' intentions towards local food (TILF) in Iran. The extended model tested 313 tourists visiting local food supplies. Results show that the extended TPB explains 87.8% of tourist intention variance. Three variables of the original TPB had positive impacts on tourists' intentions. A notable result of this study was the realization of a negative relationship between RP and TILF. This research has provided recommendations to strengthen tourists' intentions toward local foods by influencing their attitudes, mental beliefs, perceived behavioral control, and risk perception.

The effect of the ‘yield to pedestrians’ policy on risky pedestrian behaviors: Is it a ‘two-edged sword’?

This study investigates the potential positive and negative effects of the ‘yield to pedestrians’ (YTP) policy on pedestrian risky behaviors based on an extended model of the theory of planned behavior (TPB). Two policy-related variables, knowledge about (KN) and perceived effectiveness (PE), were added to the original TPB model. Partial least squares-based structural equation modeling was applied to analyze the relationships between study variables. The results showed that the males and respondents who sometimes/rarely drove were more likely to engage in risky behaviors than the females and respondents who frequently drove. Regarding the effect of YTP on pedestrian behavior, if one acquires more knowledge about the YTP policy, he/she is less likely to engage in risky behavior, possibly because individuals acquire more knowledge about YTP if they are more concerned about traffic safety, that is, a positive effect. Instead, if one perceives the policy more effective, he/she is more likely to engage in risky behavior, possibly because if one perceives the policy as more effective, he/she has a stronger belief that the drivers should yield to pedestrians, that is, a negative effect. Thus, the effect of the YTP policy on pedestrian risky behavior is a ‘two-edged sword.’ Multi-group analysis showed that the relationships between PE and behavioral intention (BI) are significant among males and those who frequently drove. We posit that risky tendencies and knowledge are the underlying factors that affect the relationship between PE and BI. Our concern is that if people acquire more knowledge about YTP, they may perceive the policy as more effective and become more likely to engage in risky behaviors. Thus, we suggest that the propagandizing of the YTP policy and the improvement of pedestrian awareness of traffic safety should be emphasized and strengthened simultaneously to avoid potential negative effect of the YTP policy on avoidance of pedestrian risky behaviors.

A comprehensive model to explain consumers’ purchasing intention of energy-efficient household appliances: A case study in China

ABSTRACT Given the significant increase in residential electricity consumption in China, promoting the use of energy-efficient household appliances in residential buildings is imperative. Considering this, we construct a new comprehensive model, including the theory of planned behavior (TPB) and Theory of value belief norms (VBN), to identify consumers’ intentions to purchase energy-efficient household appliances. The model is empirically tested using a structural equation modeling approach based on 891 effective questionnaires from Chinese respondents. The results show that TPB variables are important factors in predicting consumers’ intentions to purchase energy-efficient household appliances. Product cognition is the best predictor of purchasing intention, followed by perceived behavioral control, environmental awareness, and subjective norms. For VBN variables, the egoistic value and altruistic value placed on the awareness of consequence is insignificant; the other VBN variables all affect purchasing intention. Compared with the original TPB model or VBN model, this comprehensive model exhibits superior predictive ability in the purchase intention of energy-efficient household appliances. In this comprehensive model, environmental awareness creates a significant effect between the awareness of consequence and ascription of responsibility and the interactive influence of subjective norms on the personal norm. Finally, several important policy implications are documented.

Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB)

This research intends to understand post-pandemic travel intention toward rural areas by extending the theory of planned behavior (TPB). Social media use (SMU) and electronic word of mouth (eWOM) have been incorporated into the original TPB model as additional constructs to increase its predictive power. To date, no study has measured post-pandemic travel intention in the Indian context utilizing a modified model of TPB taking the studied variables; thus, this study fills this void. A sample of 305 respondents was collected on a convenience basis via an online questionnaire. The targeted population of this study were the Indian social media users who follow the web pages of travel agencies. “SPSS 20” and “AMOS 22.0” were used for the statistical analysis. The results reveal that attitude (AT), subjective norm (SN), perceived behavioral control (PBC), social media usage (SMU) and electronic word of mouth (eWOM) all have a beneficial impact on post-pandemic travel intention toward rural destinations. These factors explained approximately 53% (R2 = 0.529) of the variance in the post-pandemic travel intention toward rural destinations. A number of theoretical and managerial ramifications can be deduced from the findings of this study. The novelty of this research lies in its integration of SMU and eWOM into the original TPB framework to assess individuals’ post-pandemic travel intentions toward rural destinations.

The Influence Of Opinion Leadership On Purchase Intentions For Organic Food Products In Jakarta

This paper proposes a conceptual model by extending the theory of planned behavior (TPB) by adding an opinion leader dimension to overseas the purchase intention in organic food in Jakarta. The Data was gathered from a survey comparing 283 corespondents, who live in Java. The finding support the original TPB plus perceived quality, brand loyalty and opinion leadership were also the factor of purchase intention. Perceived behavior control is the most important key to forecasting the purchase intention. No significant output that had been established brand awareness and brand image on purchase intention. The result produced useful information for marketers for helping to gain a health oriented segment for organic food in Indonesia. The added dimensions of opinion leader further enhance knowledge in organic food.

Meta-analysis of driving behavior studies and assessment of factors using structural equation modeling

The aim of this paper is to understand the factors that influence unsafe driving practices by examining published studies that utilized the theory of planned behavior (TPB) to predict driving behavior. To this end, 42 studies published up to the end of 2021 are reviewed to evaluate the predictive utility of TPB by employing a meta-analysis and structural equation model. The results indicate that these studies sought to predict 20 distinct driving behaviors (e.g., drink-driving, use of cellphone while driving, aggressive driving) using the original TPB constructs and 43 additional variables. The TPB model with the three original constructs is found to account for 32% intentional variance and 34% behavioral variance. Among the 43 variables researchers have examined in TPB studies related to driving behavior, this study identified the six that are commonly used to enhance the TPB model’s predictive power. These variables are past behavior, self-identity, descriptive norm, anticipated regret, risk perception, and moral norm. When past behavior is added to the original TPB model, it increases the explained variance in intention to 52%. When all six factors are added to the original TPB model, the best model has only four variables (perceived risk, self-identity, descriptive norm, and moral norm); and increases the explained variance to 48%. The influence of the TPB constructs on intention is modified by behavior category and traffic category. The findings of this paper validate the application of TPB to predicting driving behavior. It is the first study to do this through the use of meta-analysis and structural equation modeling.

Identifying the determinants of face mask disposal behavior and policy implications: An application of the extended theory of planned behavior

A study in Nigeria examined the psychological factors affecting face mask disposal behavior (DB) during the COVID-19 pandemic. The Theory of Planned Behavior (TPB) was used, with awareness of consequences and institutional barriers added. 1183 respondents completed an online survey, and structural equation modeling was used to analyze the data. The original TPB model revealed that attitudes, perceived behavioral control, and subjective norms explained 65% of the variance in respondents' behavior. Behavioral intention and perceived behavioral control accounted for 59.3% of the variance in DB. The extended TPB model, which included awareness of consequences and perceived institutional barriers, improved the model's explanatory power by 12.8%. Both TPB models adequately predicted face mask (FM) disposal behavior, with implications for policymakers and waste management authorities to design interventions to promote proper FM disposal behavior.

Elderly's intention and use behavior of urban parks: Planned behavior perspective

An urban park is a vital environment that promotes the elderly's physical, social and psychological health. Numerous studies have been conducted to determine the influencing factors that could encourage the elderly's usage of urban parks. However, little attention has been paid to elderly's intention of using urban parks. This study applies the theory of planned behavior (TPB) to understand the relationship between elderly's intentions of using urban park and use behavior. According to the nature of the different activity types elderly people intended to do in urban parks, three sub-models are built based on the original TPB model, which are social, enjoyment and physical activity-based models. These models explore the influencing factors that may affect elderly's use of urban park under the three different intentions. This study employed focus group meetings and questionnaire surveys (N = 537) to collect data and applied structural equation modelling to test the proposed social, enjoyment and physical activity-based models. In addition, this study found that elderly's use behavior of public parks was significantly affected by their intention of using public parks. The use behavior was also directly associated with intrapersonal constraints (degree of liking) and structural constraint variables (available leisure time and physical accessibility). Meanwhile, use behavior is indirectly associated with intrapersonal constraint variables (elderly's perception to urban park) and interpersonal constraints (conflict of use with other groups) through the influence of their intentions of using public parks. Furthermore, physical accessibility may affect elderly's use behavior, but it has no effect on elderly's intention of using urban parks. The findings and proposed models provide theoretical and practical contributions to better understand elderly's use behavior of urban park to encourage healthy ageing in an urban dense city.

The influence of price value on purchase intention among patients with chronic diseases in medical e-commerce during the COVID-19 pandemic in China.

During the COVID-19 pandemic, medical e-commerce (MEC) has provided a way for patients with chronic diseases to purchase drugs online to maintain social distancing, decrease the risk of infection and community transmission, and relieve the burden on medical resources. Therefore, research which seeks to elucidate the drivers of purchase intention (PI) among patients with chronic diseases in MEC is vital. This study extended the theory of planned behavior (TPB) by integrating the price value (PV) variable into the original TPB framework and explored the effect of PV on patients' PI in MEC during the coronavirus pandemic. Empirical data was gathered from 414 Chinese participants. Structural equation modeling was applied to explore the mechanism of chronic patients' PI in MEC. In addition, this study also estimated the moderating effect of gender, income, and region and the mediating role of attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC) between PV and PI. Patients' PI in MEC is significantly affected by ATT, SN, and PBC. PV delivers significant influence on ATT, SN, PBC, and PI, with PV having the strongest effect on ATT. Gender, income, and region can significantly moderate the relationship between PV and ATT. These findings can contribute to design targeted interventions to increase the adoption of MEC for patients with chronic diseases, decrease infection rates, and alleviate the strain on medical resources in the COVID-19 era.