Original Theory Of Planned Behavior Model Research Articles

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.

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.

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, it reviews 42 studies published up to the end of 2021 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); this model increased 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 predict 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.

Sustainable purchase intentions: The role of moral norm and social dominance orientation in the theory of planned behavior applied to the case of fair trade products

AbstractThe fair trade business model represents a strategy to achieve some of the sustainable development goals. The studies reported in this paper examined the intention formation process concerning the purchase of food and non‐food fair trade products. The theoretical framework is the theory of planned behavior (TPB), extended with an additional predictor, the moral norm, and an individual difference variable, the social dominance orientation (SDO). SDO is supposed to act as a background factor in the hypothesized TPB model and to be negatively associated with intention to buy fair trade products and its proximal antecedents (attitude, subjective norm, moral norm and perceived behavioral control). Considering the role of SDO within the TPB constitutes a novelty for the literature on socio‐cognitive determinants of purchase intentions. Data were supplied by two convenience samples of Italian adults and analyzed via path analysis. The test of the original TPB provided further evidence for its efficacy. Moral norm showed a significant effect on intentions and its addition to the original TPB model led to an increase in the explained variance in intentions. Overall, SDO proved to be significantly and negatively associated with the intention's antecedents and showed the expected negative indirect effects on intention, mediated by its proximal predictors and moral norm. These findings help to improve the comprehension of the socio‐psychological basis of behavioral intentions to engage in sustainable behaviors.

Consumer intention towards the phosphate-reduced processed meat products using the extended theory of planned behaviour

Phosphates are essential for maintaining various quality attributes of processed meat products such as water-binding properties, texture and sensory properties and their removal would drastically change the products' technical and sensory qualities. Currently, meat industries are faced with the challenge of removing phosphates to address the consumers' demand to remove the negatively perceived synthetic additives from processed meat products. This study measured these consumers' purchase intention of phosphate-reduced processed meat products with different quality, using the extended theory of planned behaviour (TPB). An online survey was conducted among the consumers (n = 548) of the Republic of Ireland (ROI) to predict their knowledge and attitude towards phosphate additives. Analysis of the survey responses showed that about two-third of the participants consumed processed meat products 5–6 times per week. The results of multiple linear regression showed that the theory constructs attitude, subjective norms, perceived health risks significantly (P < 0.05) influenced the consumer behavioural intention whereas the perceived behavioural control (PBC) produced insignificant impacts. The results also revealed that the extended TPB model predicted the consumers' intention with better explanatory power (adjusted R2 = 0.46) than the original TPB model. In conclusion, various recommendations and implications were developed based on the results to improve the consumers' purchase intention of these products.

Does government involvement and awareness of benefit affect Ghanaian's willingness to pay for renewable green electricity?

Renewable energy-generated electricity can improve the reliability of the power grid and contribute positively to environmental sustainability. This study expanded the theory of planned behavior (TPB) with government involvement and awareness of benefits to assess Ghanaian's willingness to pay (WTP) for renewable green electricity (RGE) in Ghana. With questionnaire responses, hypothetical statements were evaluated using partial least square-structural equation modeling (PLS-SEM). The findings are: (1) The research revealed that government involvement impacted WTP for RGE in Ghana through attitude and subjective norm except perceived behavioral control. (2) The study found that awareness of benefits influenced WTP for RGE in Ghana via attitude and subjective norm except perceived behavioral control. This research showed that the explanatory ability of the current structural research model (R2 = 52.2%) was better than that of the original TPB model (R2 = 42.3%), affirming that the structural model better explained the WTP for renewable green electricity in Ghana. Ghanaians' WTP for RGE typically stimulates the execution of renewable energy objectives that will enhance sustainable development if the government and investors give information on the environment. Governments can also increase Ghanaians willingness to pay for RGE by educating on the importance of renewable green electricity in providing a sustainable energy source for everybody.

Modeling the predictors of students’ entrepreneurial intentions: The case of a peripheral European region

This study analyzes the predictive factors influencing the entrepreneurial intentions of students at higher education institutions (HEIs) in a peripheral European region. The study includes a sample of 594 students and uses structural equation models for data analysis. The results show that the attitude to behavior and perceived behavioral control positively influence entrepreneurial intention. Furthermore, subjective norms positively impact the attitude to behavior and perceived behavioral control. ‘Closer’ valuation (i.e., of family, friends, etc) influences attitude to behavior and social valuation positively impacts subjective norms. This research contributes to the literature on entrepreneurial intention as it complements the Theory of Planned Behavior (TPB) with two environmental factors: closer valuation and social valuation. This is important because it provides evidence of whether the environment of the country in question influences entrepreneurial intention and indicates the need for investment in entrepreneurship education. Consequently, the study contributes to the literature by identifying educational factors that may influence students to become entrepreneurs in a peripheral European region. Further, this paper tests the relationship between the attitude towards behavior and subjective norms, perceived behavioral control and subjective norms, something not proposed in the original TPB model.

Effects of Perceived Benefit on Vitamin D Supplementation Intention: A Theory of Planned Behaviour Perspective.

There are many factors that affect vitamin D supplementation, including those from the theory of planned behaviour (TPB); however, how the perceived benefit acts in the model remains unknown. In the current study, we tested the efficacy of the TPB and the impacts of the perceived benefit (PBE) in the model. The subjects were 287 customers who purchased vitD from pharmacies in major cities in Taiwan. A structured questionnaire was used to collect the data. t-tests, analysis of variance (ANOVA), regression analyses, and path analysis via SPSS and AMOS were used to analyse the data. The original TPB model explained 47.5% of the variance of intention with the three variables of attitude (β = 0.261), perceived behavioural control (β = 0.183), and subjective norms (β = 0.169). The model that incorporated PBE increased the explained variance to 59.7%, and PBE became the strongest predictor (β = 0.310) and a significant mediator linking attitude, subjective norms, perceived control (ANC) with supplementation intention. PBE and attitude were the two most important variables in predicting vitD supplementation intention. We suggest that updated information regarding dietary sources of vitD and its benefits should be included in health- or nutrition-related courses in education programs for the overall health of the nation.

Measuring Entrepreneurship Intention in Secondary Education: Validation of the Entrepreneurial Intention Questionnaire

This article is the first attempt to validate the Entrepreneurial Intention Questionnaire (EIQ) in secondary education students. It is based on the Theory of Planned Behavior (TPB) and includes its constructs: attitude towards entrepreneurship, subjective norm, entrepreneurial self-efficacy, and entrepreneurial intention. The promotion of entrepreneurship in early education requires valid and reliable measures to assess the desired outcomes and evaluate the effectiveness of the interventions. The EIQ presents good psychometric qualities in a Spanish sample of high school students ( N = 226): (a) The four-factor structure fits the data with factor loadings ranging between .378 and .862; (b) Each dimension presents satisfactory reliability results (above .7); and (c) The dimensions reproduce expected relationships with entrepreneurial attitudes. Additionally, competing models of the TPB have been tested to provide evidence to support a modified version of the original TPB model. Consequently, the EIQ is adequate for secondary education in Spain, being especially useful for longitudinal studies.

Household preparedness for future earthquake disaster risk using an extended theory of planned behavior

The study aims to predict household earthquake preparedness in Malaysia using the theory of planned behavior (TPB) in its original form and an extended model including community participation and community-agency trust. A survey was undertaken in 2019 with 550 Malaysian residential households in four locations. The structural equation modeling (SEM) method was used in this study for the analysis of data. The findings demonstrated support for the extended model of TPB and showed that attitude, subjective norms, community participation, and community-agency trust were significant predictors of behavior intention to engage the household in earthquake preparedness. In both models, the intention of the household to earthquake preparedness is an important positive contributor to actual preparedness. The study has shown that, contrary to our expectations, perceived behavioral control in both models has no significant effect on the intent to prepare. The results also displayed that the original TPB constructs contributed 26% and 32% of the variance in intentions to prepare and actual earthquake preparedness behavior, whilst the inclusions of community participation and community-agency trust slightly increased the explained variance by 31.2% and 39.5% respectively. As a result, the extended model of TPB provided a good fit with the data and explains slightly better amounts of variance in intention to prepare in comparison to the original TPB model. Adding constructs in the original TPB model considerably contributes to improving our understanding of household preparedness for future earthquake disaster risk.

An Investigation of Factors Influencing Chinese Young Women’s Intention for Mammography Screening

China has witnessed a dramatic increase in breast cancer incidence over the past few decades. Clear evidence has proven the effectiveness of mammography screening in reducing the number of breast cancer–related deaths. The study aims to extend the theory of planned behavior (TPB) with two additional components, personality traits and attention to media, to investigate the factors related to young Chinese women’s intention for mammography screening. A cross-sectional web survey was conducted among female students ( n = 1,002) in a large public university in southwest China. Hierarchical regression analysis showed that the three original TPB variables (attitudes, subjective norms and perceived behavioral control) have the strongest relationship with women’s intention to engage in mammography screening. Moreover, extraversion and attention to new media are positively associated with intention for mammography screening. The study contributes to existing health communication literature by showing how the original TPB model cooperated with psychological and communication factors that are related to women’s intention for mammography screening. The findings can be used to assist government and health professionals in developing a more effective strategies to promote mammography screening in the context of China.

Explaining Chinese Consumers' Green Food Purchase Intentions during the COVID-19 Pandemic: An Extended Theory of Planned Behaviour.

The outbreak of the COVID-19 pandemic has strongly influenced consumers’ habits and behaviours, creating a more sustainable and healthier era of consumption. Hence, there is a potential for further expanding the green food sector in China. The theory of planned behaviour (TPB) is one widely used framework to explain consumers’ food choices. Considering consumers’ internal norms, their perceptions of green food attributes, and the shifting consumer behaviour, our study has extended the TPB framework (E-TPB) by adding constructs of moral attitude, health consciousness, and the impact of COVID-19 (IOC). The results of structural equation modelling among 360 functional samples revealed that the E-TPB model has a superior explanatory and predictive power, compared with the original TPB model regarding Chinese consumers’ green food buying intentions in the current and post-pandemic periods. The path analysis demonstrated that attitude, perceived behavioural control, moral attitude, health consciousness, and IOC have significant positive effects on green food purchase intentions. However, the association between subjective norm and purchase intention varies within the TPB and E-TPB models, which showed a non-significant impact in E-TPB. These findings can generate more suitable managerial implications to promote green food consumption in China during the current and post-pandemic periods.

Factors influencing Chinese residents' post-pandemic outbound travel intentions: an extended theory of planned behavior model based on the perception of COVID-19

Investigación sobre los factores que influyen en la voluntad de viajar al extranjero de los residentes chinos después de la nueva epidemia de neumonía coronaria: un modelo extendido de TPB basado en la percepción de la epidemiaResumenPropósitoEste estudio tiene como objetivo explorar los factores que influyen en las intenciones posteriores a la pandemia de los residentes chinos de participar en viajes al extranjero. Se estudia el mecanismo por el cual la percepción de los residentes sobre la enfermedad por coronavirus (COVID-19) influyó en sus intenciones de viajar al extranjero.Diseño/metodología/enfoqueEste estudio tiene como objetivo explorar los factores que influyen en la intención de viaje de salida de los residentes chinos después de la pandemia, en particular el mecanismo por el cual la percepción de los residentes de COVID-19 influyó en sus intenciones de viaje de salida.HallazgosLos resultados mostraron que la actitud, las normas subjetivas, el control conductual percibido y el comportamiento de viajes de ida y vuelta en el pasado tienen efectos positivos significativos sobre la intención de viajar de ida después de la pandemia. Si bien la percepción de COVID-19 influye directamente de forma negativa en la intención de viaje de ida, también influye indirectamente en la intención de viaje de ida a través del efecto mediador de las intervenciones no farmacéuticas. También encontramos que la tolerancia al riesgo tiene un efecto moderador negativo sobre el impacto directo de la percepción de los residentes sobre el COVID-19 en la intención de viaje.Implicaciones prácticasNuestros hallazgos se pueden utilizar como referencia para las agencias gubernamentales, los departamentos de gestión del turismo y las empresas turísticas en los países de destino en la formulación de políticas de desarrollo turístico adecuadas.Originalidad/valorEste estudio desarrolló un modelo TPB extendido agregando más constructos en el modelo TPB. En comparación con el modelo TPB original, el modelo TPB extendido tiene un mejor poder explicativo de las intenciones de viaje posteriores a una pandemia en el contexto de una pandemia. Este estudio también proporcionó evidencia de la aplicabilidad del modelo TPB para estudiar las intenciones de viaje en el contexto de las principales emergencias de salud pública y amplió el ámbito de aplicación del modelo TPB.

Factors Related to Intentions to Commit Dating Violence among Taiwanese University Students: Application of the Extended Theory of Planned Behavior.

Dating violence (DV) constitutes a major public health and safety issue worldwide; however, only limited research into this important subject has been conducted in Taiwan. This study examined university students’ intention to commit DV, based on the expanded theory of planned behavior (TPB), with a history of family violence and gender stereotyping also included as further factors in the original TPB model. A total random sample consisting of 450 university students from four universities in four regions in Taiwan, namely, the northern, southern, central, and eastern regions, participated. Of these participants, 365 (81.1%) completed all of the parts of the questionnaires, which included a survey of demographic data, such as any history of family violence; a gender stereotyping questionnaire; and a DV behavioral intention questionnaire. The results showed that the three main variables of the TPB—that is, subjective norms, attitudes, and perceived behavioral control—significantly related to university students’ intentions to commit DV. More specifically, university students’ attitudes and subjective norms emerged as significant related factors of their intention to commit DV behaviors. Overall, the expanded TPB explained 30.4% of the variance in DV intentions, and attitude was the most significant factors after controlling the background variables. These findings can hopefully be used to help design and implement programs for the prevention of DV behaviors among university students.

Understanding Students’ and Science Educators’ Eco-Labeled Food Purchase Behaviors: Extension of Theory of Planned Behavior with Self-Identity, Personal Norm, Willingness to Pay, and Eco-Label Knowledge

ABSTRACT This study aims to understand antecedents of students’ and science educators’ purchasing behaviors for eco-labeled foods with the extended Theory of Planned Behavior (TPB) model including self-identity, personal norm, willingness to pay, and eco-label knowledge in the Turkish context. A web-based survey was used to collect data from 3,393 people including middle school students, high school students, pre-service science teachers, science teachers, and academic staff. The results revealed that both the original (32%) and extended (37%) TPB models successfully explained intentions to purchase eco-labeled foods. In addition, personal norm, eco-label knowledge, and intention explained 25% of the variance in purchase behaviors indicating an acceptable explanatory power. In the original TPB model, attitude and perceived behavioral control had positive influence on intention, and in addition to those factors, willingness to pay and self-identity had a positive effect on intention in the extended TPB model. However, subjective norm had no significant influence on intention for both models. As a result, the study has important practical implications for policy and curriculum makers, education stakeholders, and science educators.