Theory Of Planned Behavior Research Articles

Purchase intention of brands with corporate social responsibility among generations Y and Z consumers in Chile

AbstractBrands around the world are recognizing the importance of committing to sustainable development through corporate social responsibility (CSR) initiatives. However, the literature shows scant empirical understanding of the purchase intention of younger consumers of Generations Y and Z regarding brands that engage in CSR initiatives. Drawing on the theory of planned behavior (TPB), the objective of this study is to develop and test an extended model of purchase intention for brands with CSR initiatives among the segment of Gen Y and Z consumers. The model is tested using an online survey applied to Chilean consumers and statistically analyzed using the structural equation modeling (SEM) technique. The findings show that attitude, subjective norms, and perceived behavioral control are significantly and directly related to the consumer's intention to purchase brands that demonstrate CSR initiatives. Further, consumer involvement and trust in brands' CSR initiatives have an indirect but significant effect on purchase intention through their impact on attitude. This research contributes to the literature on CSR and branding by addressing the role of consumers in supporting brands, which contribute to sustainable consumption. Findings can help brand managers and policymakers implement strategies to encourage consumer support for CSR initiatives.

The Effect of Smart Grid Technology on Energy Consumption Management in Canada

Purpose: The aim of the study was to evaluate the effect of smart grid technology on energy consumption management in Canada. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Smart grid technology has significantly enhanced energy consumption management in Canada. By integrating advanced metering infrastructure and real-time data analytics, smart grids optimize energy distribution, reduce peak demand, and enhance grid reliability. This technology enables better demand-response programs and promotes renewable energy integration, leading to more efficient energy use and reduced environmental impact. Unique Contribution to Theory, Practice and Policy: Diffusion of innovations theory, technology acceptance model (TAM) & the theory of planned behavior (TPB) may be used to anchor future studies on the effect of smart grid technology on energy consumption management in Canada. Smart grid technology enables more efficient energy usage by providing consumers with real-time data and insights into their consumption patterns. The vast amounts of data generated by smart grids necessitate robust policies to protect consumer privacy and ensure data security. Policymakers should establish clear regulations governing the collection, storage, and use of smart grid data.

Insignificant but Essential: The Critical Role of Non-Significant Variables through Necessity Logic in Sport Event Tourism Context

This study explores the application of Single Necessary Condition Analysis (NCA) alongside traditional regression-based techniques, such as Structural Equation Modeling (SEM), to provide a comprehensive understanding of consumer behavior in sport and tourism settings. Traditional methods, including SEM, often rely on additive logic, which predicts outcomes using multiple variables that can compensate for each other. While useful, this approach may offer an incomplete picture of complex consumer phenomena. In contrast, necessity logic, exemplified by NCA, identifies conditions that must be present for an outcome to occur. This study applies NCA to evaluate the essential factors influencing intentions to visit sport events in Bangkok, Thailand, specifically focusing on attitudes, subjective norms, and perceived behavioral control as necessary conditions. The findings indicate that if these conditions are not met, the intention to visit a sport event typically will not occur. By integrating both necessity and additive logics, this study reveals that all variables in the Theory of Planned Behavior (TPB) are indispensable for forming an intention to visit a sport event. The analysis shows that attitudes, subjective norms, and perceived behavioral control are necessary conditions, even though subjective norms and perceived behavioral control may not appear significant in traditional SEM tests. The study underscores the importance of considering multiple causal perspectives—deterministic, probabilistic, and typicality—to achieve a holistic understanding of consumer intentions. This dual approach ensures that significant variables are not overlooked, providing robust support for the TPB in the context of sport event marketing. Future research should continue to incorporate complementary perspectives to enhance the accuracy and depth of consumer behavior analysis in various settings.

Examining the Utility of an Extended Theory of Planned Behavior (TPB) on Academic Dishonesty among Undergraduates

Examining the Utility of an Extended Theory of Planned Behavior (TPB) on Academic Dishonesty among Undergraduates

Coding Methods for Enhanced Manual Data Transcripts: Contributing to Sustainable Development Goals (SDG)

Objective: The objective of this study is to explore the graduate school writers' intentions and behaviors related to adopting different manual coding methods. Theoretical Framework: In this topic, the main concepts and theories that underpin the research are presented. In this study, the Theory of Planned Behavior (TPB )stand out, providing a solid basis for understanding the context of the investigation. Method: The methodology adopted for this research comprises Multi-phase Mixed-method; Frequency, Mean and Standard Deviation for quantitative was employed; Different Coding such as Emotion, In-vivo, Descriptive and Axial Coding Methods were also utilized for qualitative part. A probability sampling approach was employed. The Coding Manual for qualitative researchers by Saldana (2014) was adopted for instrumentation. Results and Discussion: The survey reveals a moderate level of understanding and proficiency in manual coding methods and theming. While respondents excel in foundational coding principles, there is room for improvement in using multiple coding methods and in vivo coding. The findings suggest that writers predominantly rely on traditional coding methods, revealing a gap in understanding and application of effective coding techniques and thematic analysis. Bridging the gap between traditional and alternative coding methods is crucial to advancing research practices in graduate school settin. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of Research. By addressing mentioned challenges, writers can improve the accuracy and depth of their data analysis, leading to more robust and meaningful research outcomes. In conclusion, there is a need to bridge the gap between the traditional coding method currently employed by graduate school writers and the alternative coding methods available. Additionally, providing training and support to enhance their understanding and application of coding methods and thematic analysis will contribute to the advancement of their research practices and ultimately lead to more comprehensive and insightful findings Originality/Value: This study contributes to the literature by providing valuable insights into the prevailing reliance on traditional coding methods among graduate school writers, thereby addressing Sustainable Development Goal (SDG) 4 on quality education. It highlights the associated challenges in effectively coding and theming qualitative data, revealing a gap between awareness and application of alternative coding techniques. The research highlight the urgent need for enhanced training and support in research practices, advocating for increased adoption of more effective coding methods. By improving the accuracy and depth of data analysis, this initiative not only aims to address current shortcomings but also seeks to advance qualitative research practices, fostering more robust and insightful research outcomes in academia

Exploring Reluctance in Halal Food Awareness among Millennials: A Modified TPB Approach

Integrating the Theory of Planned Behavior (TPB), this study adapts and augments the model with the concept of lacking halal awareness, establishing a robust theoretical framework. The investigation explores the impact of factors like lack of halal awareness, negative attitude, low subjective norms, and perceived low behavioral control on the formation of weak intentions. Furthermore, the study delves into the mediating role of weak intention, investigating its influence on the relationship between the proposed adoption factors and the reluctance among millennials to purchase halal food products. The analysis involves 203 responses gathered through an online survey. The results reveal nuanced insights. While the lack of halal awareness exerts no significant effect on weak intention, negative attitude, low subjective norms, and perceived low behavioral control significantly impact its formation. Interestingly, weak intention is not observed as a mediator between the lack of halal awareness and the reluctance to purchase halal food products among millennials. However, it fully mediates the link between negative attitude, low subjective norms, perceived low behavioral control, and the reluctance to purchase such products. These findings hold implications for consumers, producers of halal food products, and the Indonesian Government. By unraveling the complexities of halal food awareness reluctance, the study contributes to valuable insights for informed decision-making, strategic planning, and effective engagement within the halal market.

Investigating University Students' Willingness to Invest in Cryptocurrencies in Sri Lanka: Does Financial Risk Tolerance Matter?

Cryptocurrencies have sparked debates globally, leading to diverse reactions from countries regarding their regulation. Sri Lanka remains cautious, as evidenced by its absence in the 2021 Chainalysis Adoption Index and its 58th ranking in 2022, indicating growing user numbers despite warnings from the Central Bank of Sri Lanka. This study uses the Theory of Planned Behavior (TPB) to assess Sri Lankan university students’ intentions to invest in cryptocurrencies, exploring financial risk tolerance as a moderating variable. TPB suggests that attitudes, subjective norms, and perceived behavioral control predict intentions, with financial risk tolerance potentially influencing these intentions. The research collected data from students at top state and private universities in Sri Lanka through structured questionnaires, employing descriptive statistics and structural equation modeling (SEM) for analysis. Results showed that attitudes, subjective norms, and perceived behavioral control significantly influence investment intentions in cryptocurrencies. However, financial risk tolerance did not significantly modify these effects, suggesting that the volatile nature of cryptocurrencies attracts those with higher risk tolerances, rendering the moderating effect of financial risk tolerance negligible. This study offers insights for practitioners and policymakers, highlighting factors influencing cryptocurrency investments among university students and emphasizing the need for informed investment strategies suitable for varying risk tolerances. These findings enhance understanding of investment behavior in emerging markets like Sri Lanka.

Effect of Social Media Marketing on Visit Intention and Willingness to Pay Premium Price for Ecotourism

Demand for ecotourism is increasing due to higher awareness of environmental damage and the hype in social media. To minimize over-tourism, the government is considering charging higher prices for ecotourism destinations that may cause a decline in the number of visitors. While the Theory of Planned Behavior (TPB) has been frequently used to explain tourists’ visit intention, it has not integrated the perceived social media marketing as the determinant of its antecedents and looked at the subsequent impact of visit intention, such as willingness to pay premium price. This study aims to examine the effect of perceived social media marketing on visit intention and willingness to pay premium price by using TPB as its theoretical basis and Komodo National Park as a study context. Data from 265 millennial and Generation Z tourists were tested using PLS-SEM that showed significant effects of perceived social media marketing on attitude toward the destination, subjective norms, and destination image, which together with perceived behavioral control subsequently affected visit intention. Finally, visit intention stimulates tourists’ willingness to pay a premium price to visit the destination.

Green human resource management, energy saving behavior and environmental performance: a systematic literature review

Purpose This study aims to conduct a comprehensive assessment of the existing literature on green human resource management (GHRM) and its correlation with environmental performance (EP) and energy saving behavior (ESB) by using the PRISMA methodology. Design/methodology/approach A thorough examination was undertaken involving a total of 25 articles which included a diverse range of years and geographic areas. Findings The findings suggest a growing emphasis on the intersection of GHRM, EP and ESB, supported by a substantial increase in research in recent times. The literature in question was mostly contributed by Malaysia, Pakistan, Canada and Thailand. Majority of research endeavors were carried out within the context of manufacturing companies. The studies under scrutiny mostly used quantitative research methodologies and often applied the resource-based view (RBV) and theory of planned behavior (TPB) frameworks to investigate the relationships between GHRM, ESB and EP. In addition, structural equation modeling (SEM) has garnered significant attention as a commonly used analytical methodology. This analysis emphasizes the growing importance of GHRM strategies such as green recruiting, green performance management and green remuneration, in fostering sustainable organizational results. Originality/value This work offers significant contributions to the existing body of research in this particular sector; shedding light on its present condition and pinpointing prospective avenues for future inquiries.

What Drives Internet Entrepreneurial Commitment in Taiwan

This study identifies the determinants of Internet entrepreneurial commitment by integrating the theory of planned behavior (TPB) and diffusion of innovation theory (DOI). It hypothesizes six determinants—relative advantage/perceived desirability, complexity, compatibility, attitude, subjective norm, and perceived behavioral control/perceived feasibility—alongside two moderators: job type and personal innovativeness. The research model was empirically tested with data collected from 220 respondents using multiple regression analysis. The findings endorse the integration of TPB and DOI in analyzing Internet entrepreneurial commitment determinants. However, the significance of these six determinants varies according to job type and personal innovativeness. Educators, policy makers, and venture investors can use the findings to design fostering programs and curriculums that are customized to individuals according to their different personal characteristics to enhance Internet entrepreneurial commitment.

Communication anxiety as barrier: extending theory of planned behavior on student intention to participate in synchronous online learning

Purpose Student in-class participation is a crucial aspect in the learning process, including in synchronous learning process. Several variables may hinder students from actively participating in synchronous learning including communication anxiety. As behavior, student in-class participation can be modeled using theory of planned behavior (TPB) with communication anxiety as barrier variable. The current study aims to investigate student decision-making process to actively participate in synchronous online learning using TPB frameworks and examine the effect of communication anxiety as part of extended TPB. Design/methodology/approach This was quantitative nonexperimental research conducted by gathering cross-sectional data through electronic survey. A total of 1,009 Indonesian college students voluntarily participate in the survey. Structural equation modeling was used to analyze the data and test the hypothesis. Findings The results indicate that there was significant and positive effect between TPB-related variables: (1) attitude, (2) subjective norms, (3) behavioral control, (4) intention and (5) behavior. Communication anxiety, as an additional variable in the extended model, shows significant and negative effects on behavioral control and active participation behavior. However, the communication anxiety indicates insignificant effect on students’ intention to participate in online synchronous learning. The findings support the evidence that students’ intention to actively participate in synchronous learning can be described using TPB and communication anxiety hinders student to actively participate in synchronous learning. Originality/value The paper extends TPB on student active participation. Prior research limited to original theory of planned behavior (TPB) on student in-class and massive open online course (MOOC) participations, whereas the current research includes communication anxiety as additional variable on extended TPB to understand students’ intention to actively participate in synchronous online learning.

Evolution of green travel behaviour on dynamic social networks

Encouraging residents’ green travel behaviour can reduce carbon emissions. However, existing research focuses more on the individual level than on green travel in the context of group interactions. This study aims to connect individual- and group-level insights by integrating the theory of planned behaviour (TPB) and the norm activation model (NAM). Based on empirical data from a questionnaire survey and web crawler, a simulation of the evolution of green travel behaviour interactions in social networks was conducted. The results reveal that the theory of planned behaviour and the norm activation model (TPB −NAM) can explain and predict green travel behaviour. With individuals’ interactions, social networks present scale-free characteristics, and the state of green travel behaviour tends to be stable. Lowering the opinion-bounded confidence of agents in social networks could promote green travel behaviour. This study extends the literature on the theory of green travel behaviour in terms of model integration and interactive decision-making between individuals and groups. The results support the promotion of residents’ green travel behaviour.

Environmental Knowledge and Green Purchase Intention and Behavior in China: The Mediating Role of Moral Obligation

The increasing global focus on environmental sustainability has led to a growing emphasis on green purchase behavior. The theory of planned behavior (TPB) is one of the classical theories used to understand individual green purchase behavior from the perspective of psychology. Data are collected through an online survey, and the structural equation modeling (SEM) method is employed for analysis. The research findings demonstrate that consumers’ green purchase intention and environmental knowledge significantly and positively influence green purchase behavior. Moreover, moral obligation plays a partial mediating role in the relationship between green purchase intention and green purchase behavior, as well as in the relationship between environmental knowledge and green purchase behavior. By incorporating moral obligation and environmental knowledge into the TPB framework, this study advances the theoretical understanding of the drivers of green purchase behavior. Furthermore, this study reveals that green purchase intention, compared to environmental knowledge, exerts a greater influence on promoting consumers’ green purchase behavior. This finding underscores the crucial role of consumers’ internal motivation in driving sustainable choice. This study offers valuable implications for the design of green marketing strategies and have the potential to promote environmentally sustainable consumption behavior, thereby contributing to the global sustainability efforts.

Impact of Branding on Consumer Behaviour at Himalayan Java Coffee Shops in Kathmandu Valley

The study examines how branding affects consumer behaviour of consumers visiting Himalayan Java Coffee Shops in Kathmandu Valley by assessing the mediating effect of consumer attitude in relation to the branding elements (brand image, brand loyalty, brand trust and brand experience). The cross-sectional data was purposefully collected from 208 respondents ranging from under 18 years to older people residing in the Kathmandu Valley and previously who are exposed to consumption of coffee. Primary data was analysed quantitatively by using SMART-PLS. The study findings indicated significant impact of the constructs – Brand Image, Brand Loyalty, Brand Trust and Brand Experience on consumer behaviour at Himalayan Java. Additionally, the structural model affirmed that consumer attitude would act as a mediator in the relationship between Brand Image, Brand Loyalty, Brand Trust and Brand Experience. By filling in empirical gaps and utilising Theory of Planned Behaviour (TPB), this study advances our knowledge of how Brand Image, Brand Loyalty, Brand Trust and Brand Experience impacts consumer behaviour especially in case of Himalayan Java. The study stresses the eminent role of branding that impacts the consumer behaviour with the potential to assist the managers of several service and manufacturing industries to consider various branding elements when reaching out to the customers.

Does religion raise entrepreneurial intention and behavior of Muslim university students? An extension of Ajzen's theory of planned behavior (TPB)

In today's globalized society, religious beliefs continue to be a crucial predictor of personal attitudes. Hence, in line with Ajzen's TPB, this study aims to explore the effect of Islamic values on the entrepreneurial intent and behavior of Moroccan university students. A convenience sampling procedure was followed for gathering data through an online questionnaire among university students. The structural equation modeling was carried out in order to analyze the collected data. Findings support the appropriateness of Ajzen's theory in predicting university students' entrepreneurial intentions and actions, showing that Islamic values, including self-discipline, hardworking, and responsibility contribute considerably to improving attitude towards entrepreneurship (ATE), which in turn enhanced students' entrepreneurial intents (EI). These findings raise some valuable recommendations and implications for HEIs leaders to initiate appropriate measures to promote a propitious academic and entrepreneurial environment to foster entrepreneurial attitudes, by providing specific support to business and management students holding creative entrepreneurial ideas.

Consumer behavior: managerial insights from a collectivistic culture

ABSTRACT The study delves into the purchasing patterns of over-the-counter medical products, particularly amidst challenging economic circumstances. Through the analysis of quantitative data collected from 272 participants, key insights emerge, indicating a significant positive impact of attitude, social norms, and perceived behavioral control on consumer buying behavior. Furthermore, our findings highlight the mediating role of intention in shaping these behaviors, validating the Theory of Planned Behavior (TPB). Additionally, other factors, especially country of origin, family and friends’ opinions, and drug availability are identified as influential too. The collectivistic context in which the study took place boosted its significance. Findings assist marketers to formulate effective strategies, boosting sales in such unprecedented market conditions. As for the limittations, participants from the older generations were not numerous and the study relied on self-reporting in data collection.

Pixels to palates: Social media foodscape influence on e-Trust, experience and gastronomic intentions

ABSTRACT This study examines the dynamics between the aesthetic appeal and social factors of destination social media foodscapes, e-Trust, destination food experiences, and future experiential intentions among gastronomy tourists. Data were collected for this quantitative research design using purposive sampling. Partial least squares structural equation modeling (PLS-SEM) was then employed to test the research hypotheses on 336 responses. The results illustrate that e-Trust and destination food experiences sequentially mediate the relationship between aesthetic appeal, social factors, and future experiential intentions. These findings should be interpreted with caution, as the effectiveness of social media in influencing food tourists may evolve and be subject to rapid changes. The study highlights the need for tourism stakeholders to strategically curate and create destination social media foodscapes to support tourists’ travel planning and consumption. The originality of this paper lies in its framework, which combines the theory of planned behavior (TPB) and the stimulus-organism-response (S-O-R) model to better understand the psychological processes of food tourists, from the social media realms of foodscapes to physical consumption experiences through a sequential mediation perspective.

Exploring Customer Trust and Online Continuance Shopping Intention of Cosmetics, with Mediating Effect of Perceived Risk

Purpose This study aims to explore the relationship between customer trust, perceived risk, and online continuance shopping intention in the cosmetics industry. It focuses on understanding the direct impact of customer trust on shopping intention and the mediating role of perceived risk. The research provides insights to help marketers and policymakers enhance consumer trust and mitigate perceived risks in online shopping. Theoretical Framework This study's theoretical framework is based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). It extends these models by including customer trust and perceived risk as key factors influencing online continuance shopping intention in the cosmetics industry. Methodology The study employs a Partial Least Squares (PLS) approach for Structural Equation Modelling (SEM) to analyze the relationships between customer trust, perceived risk, and online continuance shopping intention. Findings The study reveals that customer trust significantly boosts online continuance shopping intention, encouraging repeat purchases. Perceived risk partially mediates this relationship, meaning while trust reduces perceived risk, the presence of risk still negatively impacts the intention to continue shopping online. The path coefficients quantify these relationships, highlighting the strength and significance of both direct and indirect effects. Implication For marketers and policymakers in the online cosmetics industry, the study suggests that building customer trust through transparent communication, reliable service, and secure payments is crucial for fostering repeat purchases. Additionally, reducing perceived risks with clear return policies, product guarantees, and data protection measures can alleviate customer concerns.

Beliefs About and Motivation for Chinese EFL Learners’ English Language Learning: A Study Drawing on the Theory of Planned Behaviour

It is widely seen that research in the mainstream of education drew upon the Theory of Planned Behaviour (TPB) to examine learners’ beliefs about and intentions/motivations to learn a second or foreign language. However, such research in a Global Englishes (GE) context is scant. This study employed an adapted TPB model to explore the beliefs held by English language learners in China concerning GE and English language learning, and to anticipate the relationships between learners’ beliefs and their L2 (second language) motivation. The data was collected using questionnaires with 460 (N = 460) students at a university in China. Exploratory factor analysis and multiple regression analysis were used for data analysis. The results showed that the students’ beliefs formed five dimensions, namely, attitudes toward native English, attitudes toward China English, attitudes toward non-native English, subjective norm and self-efficacy. Two dimensions: attitudes toward native English and subjective norm were found to occupy a prominent place in students’ beliefs. As for their L2 motivation, three dimensions were identified, namely, integrative orientation, instrumental orientation and international posture. The results of regression analysis showed that learners’ L2 motivation were significantly shaped by some of their beliefs. Particularly, learners’ attitudes toward native English had a significant relationship with every dimension of their L2 motivation. And their normative beliefs (subjective norm) were found to have the most significant influence on their L2 motivation, indicating that the social pressure perceived by Chinese students played an important role in their L2 learning. The employment of Ajzen’s TPB model empirically supported to the validity of the theoretical model in examining learners’ beliefs and motivation.

A confirmation of the predictive utility of the Antibiotic Use Questionnaire

BackgroundThe change in the efficacy of antimicrobial agents due to their misuse is implicated in extensive health and mortality related concerns. The Antibiotics Use Questionnaire (AUQ) is a theory driven measure based on the Theory of Planned Behaviour (TpB) factors that is designed to investigate drivers of antibiotic use behaviour. The objective of this study is to replicate the factor structure from the pilot study within a similar Australian confirmation cohort, and to extend this through investigating if the factor structure holds in a Chinese-identifying cohort.MethodsThe AUQ was disseminated to two cohorts: a confirmation cohort similar to the original study, and a Chinese identifying cohort. Data analysis was completed on the two data sets independently, and on a combined data set. An orthogonal principal components analysis with varimax rotation was used to assess the factor structure, followed by general linear models to determine the influence of the TpB factors on reported antibiotic use.Results370 participant responses from the confirmation cohort, and 384 responses from the Chinese-identifying cohort were retained for analysis following review of the data. Results showed modest but acceptable levels of internal reliability across both cohorts. Social norms, and the interaction between attitudes and beliefs and knowledge were significant predictors of self-reported antibiotic use in both cohorts. In the confirmation cohort healthcare training was a significant predictor, and in the Chinese-identifying cohort education was a significant predictor. All other predictors tested produced a nonsignificant relationship with the outcome variable of self-reported antibiotic use.ConclusionsThis study successfully replicated the factor structure of the AUQ in a confirmation cohort, as well as a cohort that identified as culturally or legally Chinese, determining that the factor structure is retained when investigated across cultures. The research additionally highlights the need for a measure such as the AUQ, which can identify how differing social, cultural, and community factors can influence what predicts indiscriminate antibiotic use. Future research will be required to determine the full extent to which this tool can be used to guide bespoke community level interventions to assist in the management of antimicrobial resistance.