Perceived Behavior Control Research Articles

SME Owners' Willingness to Adopt Renewable Energy Technologies for Socio-Economic Development: A Perspective for Policy Decision Makers

This study investigates the willingness of small and medium enterprise (SME) owners and farmers in the rural Khairpur district of Sindh, Pakistan, to adopt clean energy initiatives (CEIs) in the agricultural sector. The research applies the Theory of Planned Behavior (TPB) to evaluate eight hypotheses related to attitudes, subjective norms, and perceived behavioural control (PBC) factors influencing the adoption of CEIs. Data was collected from 108 participants, and IBM SPSS was used for analysis. Key factors such as production quality, seasonal expenses, peer influence, market demand, and switching costs were examined. The results indicate that attitudes toward CEIs, such as improved production quality, lower seasonal expenses, and peer influence, positively impact the willingness to adopt CEIs. However, government policies and the diffusion of technologies were found to have an insignificant effect. The study concludes with policy recommendations aimed at facilitating the broader adoption of CEIs in agriculture to promote socio-economic development.

Factors Affecting to Fast Food Consumption Behavior Among Junior High School Students in Banyuwangi: Using Theory of Planned Behavior Approach Yusron Ami

Phenomenon of fast food consumption behavior experiencing among junior high school students have a negative impact in long-term. The study aims is to analyze factors affecting to fast food consumption behavior among junior high school students using theory of planned behavior approach. This study design using observational analytic with cross-sectional approach. This study conducted in junior high school (SMP X) in Banyuwangi with involving among 98 students as samples using simple random sampling technique. The instruments using self-administered questionnare derivered from theory of planned behavior. Bivariate and multivariate-test used to measure relationship two variables and the dominant factor. The result shows that attitude, subjective norm, and perceived behavioral control (PBC) effect on fast food consumption behavior among junior high school students, with subjective norm as a dominant factor followed by attitude, and PBC. Need an effect to reduce fast food consumption behavior among students through envolving the parents and peers, enhancing positive attitude as well as strengthening self-perceived behavioral control.

The effect of education based on planned behavior theory on women’s knowledge and attitudes about human papillomavirus

Human papillomavirus is the most common sexually transmitted infection in the world. Improving knowledge and attitude is the key to controlling and preventing, but women’s knowledge about this virus is not enough. This study aimed to determine the effect of educational intervention based on planned behavior theory on knowledge and attitude toward HPV and its vaccination in women of reproductive age. The study was a single-blind, randomized clinical trial study with a control group was done in 2022, which was conducted on 85 women referred to selected comprehensive health centers in Shiraz, Iran. In this study, the sampling was performed is a multi-stage random way. Eighty-three women who met the inclusion criteria were randomly divided into two intervention and control groups. The data collection tool was the knowledge and attitude questionnaire about HPV and its vaccine, which was confirmed to be valid and reliable. Data analysis was performed with descriptive and analytic statistics at a significance level of P < 0.05 with SPSS (22) software. The results showed that the educational intervention has caused a significant increase in the components of knowledge, attitude, social norms, perceived behavior control, and willingness to receive the HPV vaccine in the intervention group. So that in both stages after the intervention, there was a significant difference between the intervention group and the control group in the studied components (P < 0.05). The educational intervention based on the planned behavior theory significantly affected the knowledge, attitude, social norms, and intention for HPV vaccination in women of reproductive age. Therefore, educational intervention recommended as awareness-raising programs and strategies for women.Trial registration: (RCT code: IRCT20220131053891N1). First Registration date: 28/04/2022.

Information Management of Low-Carbon Travel Behavior

Low-carbon travel is widely recognized as an important strategy for reducing energy consumption, mitigating pollution emissions, and alleviating traffic congestion. This study utilizes a sample of 2167 residents from four Chinese cities and employs the Theory of Planned Behavior (TPB) in conjunction with Structural Equation Modeling (SEM) to obtain more information about the determinants of Low-carbon travel behavior (LTB). Key findings include: (1) The extended TPB proved to be highly applicable to the analysis of LTB, with perceived behavioral control (PBC) exhibiting the most influential factor, and the relationship between PBC and LTB is partially mediated. (2) Gender, education, and commuting distance positively affect LTB, while income, private car ownership, and possessing a driver's license demonstrate significant negative effects. (3) Concern for environmental quality significantly enhances LTB. In contrast, perceived traffic congestion significantly reduces LTB. Based on the empirical results, targeted and implementable policy recommendations are proposed.

Predicting Adolescents' Leisure-Time Physical Activity Levels: A Three-Wave Prospective Test of the Integrated Model of Self-Determination Theory and the Theory of Planned Behavior.

A three-wave prospective study was conducted to provide a better understanding of the ability of the integrated model of self-determination theory (SDT) and the theory of planned behavior (TPB) to predict future physical activity (PA) engagement among adolescents. Nearly 2500 secondary school students from China were recruited to test the hypothesized pathway from autonomous motivation from SDT at baseline (T1) through the constructs of TPB one month later (T2) on leisure-time PA levels of secondary school students three months later (T3). The findings revealed that the structural equation models yielded excellent fit indices with χ2 = 1858.989, df = 257, CFI = 0.936, TLI = 0.926, RMSEA = 0.050 [90% CI = 0.048 to 0.052], and SRMR = 0.032. In particular, autonomous motivation at T1 was positively associated with attitude (R2 = 0.160), subjective norms (R2 = 0.160), and perceived behavioral control (PBC) (R2 = 0.173) at T2 (β = 0.395 to 0.414, p < 0.001) and subsequently associated with intention at T2 (R2 = 0.875, β = 0.112 to 0.478, p < 0.001). T2 intention was positively associated with leisure-time PA levels (R2 = 0.004) at T3. Our findings contribute to a better understanding of the motivational mechanisms and social cognition processes involved in predicting adolescents' leisure-time PA levels among adolescents.

Allowing time for 8+ hours of sleep: identification and validation of important beliefs using the reasoned action approach.

The present studies advance research using the Reasoned Action Approach to understand sleep behavior. Identification of the modal salient beliefs that individuals hold regarding their sleep habits is necessary to understand the attitudes, perceived normative pressure, and perceived behavioral control (PBC) that individuals hold. Belief elicitation (Study 1) and follow-up validation (Study 2) studies of undergraduates at a Midwestern USA university were conducted to identify readily accessible and important beliefs regarding allowing time for 8+ hours of sleep each night. Important attitude relevant beliefs included positive effects on mood, thinking, health, and productivity. Important normative beliefs were perceived injunctive pressure from family, health professionals, and significant others. Because of the strong influence of PBC on intentions/behavior, most important were control beliefs about the need for good time management. The present studies increased our understanding why many individuals do not allow time to obtain adequate sleep. Identification of the beliefs that distinguish between those who intend to allow time for adequate sleep and those who do not is a necessary step toward the design of effective interventions to improve sleep duration. The results indicate that a focus on increasing time management skills and PBC may be an effective approach for sleep interventions.

Predicting households’ attitudes and product adoption intentions

PurposeThe present study aims to examine the households’ attitudes and intentions to adopt an indoor air purifier against the smog crisis in India by using a comprehensive theoretical framework based on the combination of the Protective Action Decision Model (PADM) and the Theory of Planned Behavior (TPB). The United Nations Sustainable Development Goals (SDGs) 2030 also emphasized ensuring a healthy and safe life, especially by achieving SDG-3, SDG-11 and SDG-13.Design/methodology/approachUsing purposive sampling, the data were collected through a survey questionnaire distributed to 382 households, and study hypotheses were assessed by using partial least squares structural equation modeling employing SmartPLS.FindingsThe results revealed that mental health risk perception (MHRP) was the most influential determinant of households’ attitudes toward adopting air purifiers, followed by smog knowledge, physical health risk perception (PHRP), information seeking and product knowledge. Notably, results revealed that households’ attitude is a leading determinant of their adoption intention toward the air purifier compared to subjective norms (SN) and perceived behavioral control (PBC).Originality/valueTo the best of the authors’ knowledge, the present study is the first to provide new insights into an individual’s protective behavior response toward ecological hazards by examining the households’ adoption intention toward the air purifier against the smog crisis using PADM and TPB model inclusively. In addition, the present study analyzes the impact of both PHRP and MHRP on individuals’ protective behavior separately. Also, this study provides theoretical contributions and important practical implications for the government, manufacturers and air purifier sellers.

Examining the mediating and moderating roles of social marketing behavioural enhancers regarding consistent condom use.

Since their importance was highlighted by Ayikwa and De Jager, social marketing behavioural enhancers (SMBEs) have been investigated in terms of their causal and correlational relationships with the intention to use condoms (IUC) and consistent condom use (CCU), as people often fail to act on their intentions. However, scrutiny of their mediating and moderating roles could provide insights pertinent to the design of effective HIV and AIDS preventative programmes. This study examined whether perceived behavioural control (PBC) and IUC interact with exposure to HIV and AIDS information (EI), ease of access to condoms (EAC) and level of related knowledge (KN) in determining CCU. It also investigated whether PBC and IUC predict CCU through increasing EI, EAC, and KN. A quantitative approach was adopted and data were collected from 607 participants, aged at least 18, living in Gauteng Province, South Africa. The questionnaire administered included pre-existing items, validated through exploratory and confirmatory factor analysis procedures. Regression analyses of the data for mediation and moderation testing were performed using PROCESS macro software for SPSS. The results indicated that none of the SMBEs mediated the non-significant PBC-CCU relationship: B = -0.0258, SE = 0.0199, p = 0.195. Nor did they mediate the significant IUC-CCU relationship: B = 0.0395, SE = 0.0195, p = 0.043. Similarly, none of the SMBEs were found to moderate the PBC-CCU relationship (EI*PBC: B = 0.0034, SE = 0.0056, p = 0.540; KN*PBC: B = -0.0006, SE = 0.0064, p = 0.931; EAC*PBC: B = 0.0011, SE = 0.0059, p = 0.854) as IUC-CCU relationship (EI*IUC: B = 0.0036, SE = 0.0054, p = 0.513; KN*IUC: B = -0.0096, SE = 0.0060, p = 0.111; EAC*IUC: B = 0.0044, SE = 0.0061, p = 0.469). A recommendation is made to scrutinise the mediating and moderating roles of SMBEs in the context of health behavioural models other than the theory of planned behaviour, which was considered in this study.

Understanding driving forces of food waste separation intention to enhance regional and local solid waste planning: application of PLS-SEM and multi-group analysis

This study extended the theory of planned behaviour (TPB) and applied it to analyse influencing factors of food waste separation intention (FSI) among households in central Vietnam. Partial least squares structural equation modelling (PLS-SEM) was employed to analyse the data. The heterogeneity of factors contributing to FSI in cities of three levels was examined using multi-group analysis (MGA). The results indicate that attitudes, subjective norms (SN), perceived behavioural control (PBC), awareness of benefit (AB), information publicity (IP), facility availability (FA), and trust significantly affected FSI of households. MGA results indicated the heterogeneity of impacts of PBC and attitude on FSI of households among three municipal levels. The results will serve as basic data for waste officers, solid-waste management project leaders, non-governmental organisations (NGOs), and other related stakeholders to lay the foundation of food waste management planning in terms of regional scale and local scale. This study will also aid the creation of a circular economy by providing a scientific base for enhancing food waste separation at source in central Vietnam.

Exploring The Drivers of Entrepreneurial Intentions Among Farmers in Tanzania's Agricultural Sector

Purpose: This paper investigates the entrepreneurial intentions of orange farmers in Muheza, Tanzania, by validating the extended theory of planned behaviour (TPB). Design/Methodology/ Approach: The study used a quantitative method approach, with cluster and simple random sampling, to recruit 349 orange farmers. The survey was conducted on 349 small-scale orange farmers in Muheza. To test the model, the constructs of entrepreneurship training, farmers’ attitudes, subjective norms, perceived behaviour control and entrepreneurial intention inputs were validated, followed by factor analysis and structural equation modelling. Findings: The study's results revealed the crucial role of perceived behaviour control and attitudes in driving the entrepreneurial intention of orange farmers. This significant influence underscores the importance of these factors in the development of entrepreneurial intention among orange farmers. It was also found that attitudes and perceived behaviour control predicted the entrepreneurial intention of orange farmers but not subjective norms, providing valuable insights for future research and policy development. Research Limitation: This study primarily focused on orange farmers in the Tanga Region, specifically in the Muheza District. Practical Implication: The findings suggest a clear path for action. To foster and enhance the entrepreneurial intentions of orange farmers, the government and policymakers should concentrate on instilling positive attitudes and controlling perceived behaviour. By promoting a positive stance toward entrepreneurship, we can significantly boost the willingness of orange farmers to engage in commercial farming, thereby contributing to the growth and development of Tanzania's agricultural sector. Social Implication: The study recommends policy options focusing on cultivating positive attitudes and perceived behaviour control among orange farmers to increase entrepreneurial intention, requiring concerted efforts from the government and policymakers. Originality / Value/ Novelty: It contributes to the body of knowledge, addressing the gap regarding the drivers influencing orange farmers' entrepreneurial intentions. Furthermore, establishing validated drivers of entrepreneurial intention among Tanzanian orange farmers could significantly assist the government in promoting economic development and achieving its vision of becoming a semi-industrialized country.

Exploring social media determinants in fostering pro-environmental behavior: insights from social impact theory and the theory of planned behavior.

This study investigates the impact of social media on pro-environmental behavior (PEB) through the lenses of the Theory of Planned Behavior (TPB) and Social Impact Theory. The research aims to elucidate how social media influences Environmental Attitude (EA) and Subjective Norms (SN), and how these factors contribute to Behavioral Intentions (BI) that ultimately affect PEB. Additionally, it examines the moderating effect of Perceived Behavioral Control (PBC) on the relationship between BI and PEB. To explore these relationships, the study employs a dual methodological approach using Variance-Based Structural Equation Modeling (VBSEM) and Artificial Neural Networks (ANN). Data were collected from two distinct samples: 1200 participants from Taiwan for the SEM analysis and 602 respondents for the ANN study. SEM was utilized to explore causal relationships, while ANN was employed to enhance predictive accuracy. The SEM analysis reveals that social media significantly affects both EA and SN, except for Social Networking Site Involvement (SNSI), which does not significantly impact EA. Additionally, the findings indicate that BI mediates the relationship between EA and PEB. However, BI does not mediate the SN-PEB relationship, and the link between SN and BI is found to be non-significant. Empirical evidence also suggests that PBC moderates the BI-PEB relationship, with a stronger influence observed under higher levels of PBC and a weaker influence under lower levels. These results underscore the complex dynamics between social media factors and pro-environmental behavior. The study concludes that while social media plays a significant role in shaping EA and SN, its impact on EA is not mediated by SNSI. Furthermore, PBC significantly moderates the BI-PEB relationship, highlighting its critical role in PEB. The discussion addresses the implications of these findings, acknowledges the limitations encountered, and suggests potential avenues for future research.

Determining Factors in Decision Making for Online Cash Waqf Among the Millennial Generation

The realization of cash waqf is currently still very limited. Waqf literacy is still very minimal, especially for millennials. The millennial generation is a generation that is very close to technology, judging from the daily life of millennials, it is very closely related to activities carried out with technology. Factors that affect the online cash waqf generally previous researchers limited only to a few factors such as some discussed only limited to Social Influence (SI), and Religiosity or factors of Knowledge, Belief, Religiosity, Attitude, Subjective Norms and Perceived Behavioral Control (PBC ). This study aims to analyze the influence of perceived usefulness, perceived ease of use, religiosity, trust, social influence, information, attitude, subjective norm, perceived behavioral control, and waqf literacy on the intentions or desires of millennials to do online cash waqf. The data analysis method in this study uses the Structural Equation Model – Partial Least Squares (SEM-PLS). The research sample used in this study was the millennial generation who were born in the period from 1981 to 1996. The data used in this study was through field research, in this case data collection was carried out by distributing questionnaires that were distributed through online media (google form) to the millennial generation. The first result in this study is that perceived usefulness, religiosity, trust, social influence, information, attitude, perceived behavioral control greatly influence the millennial generation in making money online. While waqaf literacy, Perceived Ease of Use and Subjective Norm do not greatly affect millennials in online cash waqf.

What determines plastic recycling intention and behavior of consumers in megacities of emerging economies? Evidence from Shanghai, China and Mumbai, India

Although megacities of emerging economies are facing a huge challenge of mismanaged plastic waste, what affects local consumers’ recycling intention and behavior is poorly understood. This study aims to address this knowledge gap using an extended Theory of Planned Behavior model with four factors: attitude (ATT), subjective norms (SN), perceived behavior control (PBC), and perceived facilitation from government and community (PF), in Shanghai and Mumbai. Specifically, the study explores how these factors affect each gender and age group differently. The findings reveal that, in Shanghai and Mumbai, PBC (Shanghai: β = 0.432, P < 0.001, Mumbai: β = 0.612, P < 0.001), as well as PF (Shanghai: β = 0.136, P < 0.01, Mumbai: β = 0.116, P < 0.01) are the most significant determinants. It is also true for female (PBC: β = 0.527, P < 0.001, PF: β = 0.124, P < 0.01) and male consumers (PBC: β = 0.656, P < 0.001, PF: β = 0.115, P < 0.05), as well as for older consumers (PBC: β = 0.643, P < 0.001, PF: β = 0.147, P < 0.05) and younger consumers (PBC: β = 0.418, P < 0.001, PF (β = 0.234, P < 0.001). Notably, female consumers (β = 0.133, P < 0.05) are more influenced by SN, but male consumers (β = 0.150, P < 0.01) and younger consumers (β = 0.181, P < 0.001) are more affected by ATT. Based on these results, specialized policy strategies for different groups were proposed. These findings contribute to a better understanding of the factors shaping recycling intention and behavior in megacities, facilitating the development of effective policies to tackle plastic waste management challenges.

Disparity in cognitive factors related to cancer screening uptake based on the theory of planned behavior

IntroductionEarly detection of cancer is a highly effective way to decrease cancer-related deaths. The purpose of this study was to determine the disparity in cognitive factors related to cancer screening uptake based on the theory of planned behavior (TPB).MethodsIn this cross-sectional study, conducted in Kermanshah County, the west of Iran, during 2019, a total of 1760 people aged 30 to 75 years old, were randomly selected to participate voluntarily in the study. Participants filled out a questionnaire including the socio demographic variables, socioeconomic status (SES), TPB variables, and cancer screening uptake behaviors.ResultsThe mean age of respondents was 45.28. 44.96% of the participants had undergone cancer screening at least once. Socioeconomic status (SES) and gender had the most significant impact on the disparity in cancer screening uptake, with contributions of 74.64% and 22.25% respectively. Women were 8.63 times more likely to be screened than men. Participants with a family history of cancer had a 2.84 times higher chance of being screened. Single individuals were significantly less likely to be screened compared to married individuals. The concentration index for attitude, subjective norms (SN), perceived behavior control (PBC), behavior intention, and cancer screening uptake was 0.0735, 0.113, 0.333, 0.067, and 0.132 respectively. Intention (Beta = 0.225 and P: < 0.001) is a significant predictor of cancer screening behaviors.ConclusionThe findings of this study are highly valuable for health policymakers in Iran. They emphasize the significance of creating, executing, and assessing campaigns that promote intention, PBC and SN, particularly among disadvantaged individuals. By doing so, we can effectively decrease the disparity in cancer screening rates. It is crucial to prioritize men, single individuals, and disadvantaged groups in cancer screening promotion programs. This knowledge can be utilized to develop an intervention that is guided by theory and supported by evidence, with the aim of increasing cancer screening rates and minimizing disparities.

Predicting COVID-19 vaccine uptake: Comparing the health belief model and theory of planned behavior

ABSTRACT The COVID-19 outbreak has had a significant impact on the global health landscape, underscoring the crucial role that vaccinations play in achieving herd immunity and reducing the effects of pandemics. Given the importance of this issue, it is imperative to gain a deeper understanding of the various factors that influence individuals’ decisions to seek vaccination. This study aimed to compare the prediction level of the Health Belief Model (HBM), the Theory of Planned Behavior (TPB), and a combined model in explaining the intention of adults to receive COVID-19 immunization. A cross-sectional online survey was conducted among adults (n = 505) in Saudi Arabia. The survey contained variables related to the HBM and TPB. The prediction level of the two models as well as a combined model were evaluated utilizing Structural Equation Modeling (SEM). Among the recruited 505 participants, 88% fell within the 18 to 30 age range, and 54.5% were male. The proposed HBM model accounted for 68% of the variation in intention, whereas the TPB model explained 78.2% of the variation in COVID-19 vaccination intention. The combined model showed greater explanatory power (82%). The variables of susceptibility (β = 0.20, p < .001), severity (β = 0.49, p < .001), advantages (β = 0.63, p < .001), and obstacles (β = - 0.24, p < .001), perceptions of behavioral control (β = 1.58, p < .001) and attitudes (β = 0.44, p < .001) were found to significantly predict increased vaccination intentions in the combined model. However, the subjective norm construct did not significantly predict vaccination intentions (β = 0.06, p = .34). The TPB has greater explanatory power than the HBM in predicting the intention to obtain COVID-19 vaccination. However, the combined model showed a greater prediction level. Understanding and identifying people’s perceived health beliefs and practices is critical for developing successful COVID-19 intervention methods.

Impact of religiosity on Pakistani youth green purchase intensions and behavior: extending theory of planned behavior

Purpose Although much research has examined sustainable consumption, one key factor that has been rediscovered is religion. This study aims to include religiosity as a background variable to extend the theory of planned behavior in measuring the Pakistani youth’s green purchase intentions (GPI) and green purchase behavior (GPB) of energy-efficient home appliances. Design/methodology/approach Built on a positivist research philosophy and a deductive approach of a quantitative design, a convenience sample of 317 participants was approached via online forms. Partial least squares structural equation modeling was used to analyze both the measurement model and the structural model. Findings The results suggest that religiosity impacts consumers’ beliefs to maintain control over green behavior and perceived behavioral control (PBC), followed by sustainable attitudes (SA), beliefs that significant others endorse green behavior subjective norms (SN) and GPI. Besides, PBC, SN and SA impact GPI. Furthermore, GPI and PBC impact GPB. Finally, PBC, SN and SA mediate the religiosity and GPI link. However, the moderation effect of PBC on the link of GPI with GPB was not supported. Research limitations/implications The model developed is specific to the Muslim population in Pakistan. Therefore, the model might only be able to be generalized to nations that have a similar culture to the Muslims in Pakistan or in other developing countries. Originality/value The current research advances the knowledge on the 2030 Agenda for sustainable development goal (SDGs) (Goal-12) by clarifying the mechanisms whereby religiosity impacts factors of sustainable consumption including SA, PBC and SN.

Physical Activity Behaviors of Female Adolescents in Saudi Arabia.

Saudi Arabia has one of the highest childhood obesity rates worldwide. The primary factor associated with the high prevalence of obesity among adolescents is a lack of physical activity (PA). Compared to male adolescents, very few Saudi female adolescents meet the World Health Organization recommendation of achieving 60 min of moderate to vigorous PA per day, putting them at a higher risk of overweight and obesity. This cross-sectional study aimed to examine the relationship between the theory of planned behavior and psychosocial factors, including attitude toward PA, subjective norms, perceived behavioral control (PBC), PA intention, and self-reported PA among Saudi female adolescents. A convenience sample of 329 Saudi female adolescents was recruited from all-female public intermediate and high schools in the Eastern Region of Saudi Arabia. Data were collected using online self-administered questionnaires. The theoretical model was examined using structural equation modeling. The findings revealed a higher prevalence of overweight compared to obesity among participants. About half the participants were from families with a medium monthly income. The mean PA score indicated a low level of PA. The model demonstrated significant explanatory power for both PA intention and PA behavior, respectively. The strongest predictor of adolescents' intention was attitude, followed PBC.Moreover, the female adolescents' attitudes and PBC had significant indirect effects on self-reported PA through intention, while intention had a direct effect on PA. The model did not support a direct or indirect relationship between subjective norms and PA. The findings provide essential support for targeting attitude and perceived behavior control of female adolescents in order to enhance their PA intention. This theoretical understanding can help design effective theory-based interventions that promote PA among Saudi female adolescents.

Exploring Environmental Influences on Responsible Tourism: The Role of Attitudes and Behaviour

In this study, we aim to explore the relationship between various independent variables, namely environmental attitude, environmental responsible behaviour, sustainability concern, and perceived behaviour control, and their influence on responsible tourism attitude. We hypothesize that individuals with a positive environmental attitude, engaged in responsible behaviour on environment, and displaying a high level of sustainability concern will exhibit a stronger responsible tourism attitude. Furthermore, we investigate the impact of responsible tourism attitude on responsible tourism intention. By conducting surveys and analysing the data collected, we hope to shed light on the factors that shape individuals' attitudes towards responsible tourism. This research is crucial in understanding how individuals' beliefs, behaviours, and concerns about the environment contribute to their attitudes towards responsible tourism. Ultimately, the findings of this study can inform the development of strategies and interventions aimed at promoting responsible tourism practices and fostering sustainable travel behaviours.

The Effectiveness of a TPB Educational Program for Preventing Alcohol Use Among Adolescents

ABSTRACT In this pilot study, we assessed the effectiveness and acceptability of an educational program designed to prevent alcohol-related behaviors among high school students. The program was rooted in the Theory of Planned Behavior principles (TPB) and supplemented with life-skills teaching. A total of 352 participants were involved, representing 10 secondary schools in central Greece. Among these, 257 students (Mage: 14.51 ± 1.34 years) constituted the experimental group, while 95 were assigned to the control group. The experimental group received a 10-session program, one per week. The results revealed that the experimental group had a significant improvement on knowledge about alcohol, perceived behavioral control (PBC), and alcohol-related behavior between pre- and post-intervention measurements. Additionally, students expressed high levels of satisfaction with the program. These findings offer substantial evidence for the practicality and effectiveness of an alcohol prevention initiative that is rooted in theory and supported by life-skills education when implemented within a school environment.

Effect of Environmental concern, Green perceived value on Young customers' green purchase intention: The mediating roles of Attitude toward green products and Perceived behavior control

Effect of Environmental concern, Green perceived value on Young customers' green purchase intention: The mediating roles of Attitude toward green products and Perceived behavior control