Theory Of Planned Behavior Constructs Research Articles

Changes in travel behaviors and intentions during the COVID-19 pandemic and recovery period: A case study of China.

The COVID-19 pandemic severely hit the tourism industry in China and worldwide. Chinese government adopted extensive nonpharmaceutical interventions (NPIs) to control it. COVID-19 has been well under control since April 2020 and China entered into a unique recovering period. The aim of this study is to examine how the COVID-19 pandemic changed residents' travel behaviors and intentions and investigate the theoretical factors associated with these changes during the pandemic and the recovery period. This study used a mixed-methods approach by combining quantitative surveys (N = 1,423) and qualitative interviews (N = 34). We extended the theory of planned behavior (TPB) to include other emerging factors in the context of the COVID-19 pandemic, such as risk perception, tourist trust, and charitable attitude. Our findings show that COVID-19 changed respondents' travel preferences in different ways, for example, tend to choose natural/outdoor/uncrowded attractions over cultural/indoor/crowded attractions. Second, respondents' domestic travel behaviors and intentions were positively associated with constructs in TPB, charitable attitude to contribute to the recovery of the tourism industry, tourists' trust in domestic COVID-19 control, and awareness of destinations' promotion strategies, while domestic travel intentions were negatively associated with risk perception. Third, concerns about the international COVID-19 control and travel restrictions were the two major factors affecting residents' intentions to travel abroad. Finally, we highlighted the management implications including implementing strict preventive measures while improving the effectiveness, increasing tourists’ trust, and adopting diverse marketing and promotion strategies.

Determinants of Employee Electricity Saving Behavior in Small Firms: The Role of Benefits and Leadership

The emission of carbon dioxide and other greenhouse gases through electricity consumption by firms is one of the significant drivers of climate change. The performance of a firm’s environmental programme is to a large extent dependent on employee behaviour. Drawing on the Theory of Planned Behaviour (TPB), the study tested a theoretical model that incorporates benefits and leadership as antecedents of attitude towards electricity saving by the employees of small firms in the hospitality sector. The effects of five benefits (intrinsic, extrinsic, organisational, social, and environmental) and two leadership factors (leadership behaviour and leadership support) were examined. Investigating the antecedents of TPB constructs can help in understanding the process through which the constructs are associated with intention. In addition, the moderating effect of green psychological climate in the relationship between intention and electricity saving behaviour was examined. The study used the quantitative research design, and the cross-sectional survey method was used for data collection. The hypotheses of the study were tested using the Partial Least Square Structural Equation modelling (PLS SEM). The results of the empirical study indicated that intrinsic, organisational, social, and environmental benefits are positively related to attitudes towards electricity saving. In addition, the effects of leadership behaviour and support are significant. Furthermore, green psychological climate moderates the relationship between intention and electricity saving behaviour. Recommendations to improve employees’ electricity saving behaviour are suggested.

A click too far from fresh foods: A mixed methods comparison of online and in-store grocery behaviors among low-income households

A recent policy in the U.S. authorized monthly benefits from a nutrition assistance program - Supplemental Nutrition Assistance Program (SNAP) - to be used online to increase grocery access and promote healthy eating. This study examined online grocery attitudes and purchasing behaviors among low-income SNAP-eligible households with young children with and without online grocery experience. An explanatory sequential mixed methods design was used, including a survey informed by the theory of planned behavior (TPB) and focus groups conducted between November–March 2021. In the quantitative phase, 310 Maryland residents completed an online survey assessing TPB constructs (attitudes, social norms, perceived control), and food purchase frequency online and in-store. Subsequently, 42 participated in the qualitative phase. Differences in TPB constructs and food purchases were compared between families with and without online grocery experience. Online food selection and fees were a common obstacle to online grocery purchasing. Families who had purchased groceries online (57%) had more positive attitudes and perceived fewer barriers to online shopping than those who had not. Self-reported frequency of buying fresh produce (OR = 0.34, p < 0.001), meat and seafood (OR = 0.29, p < 0.001), and sweets (OR = 0.54, p = 0.005) were lower online than in-store. Families discussed mistrust of online hired shoppers and fewer impulse purchases online as reasons for less frequent purchases of produce and sweets, respectively. Successful scale-up of the U.S. policy must address barriers to healthier purchasing behaviors to effectively promote equitable food access, such as decreasing delivery fees and improving the online food selection.

Climate change and pro-environmental behaviours: the significant environmental challenges of livelihoods

PurposeThe study investigates the intention to adopt climate change and the pro-environmental behaviours among the residents of a developing country (Pakistan) through the theory of planned behaviour (TPB).Design/methodology/approachThis is a quantitative designed study and uses a questionnaire to collect cross-sectional data. The authors distributed about 1,600 questionnaires, of which 980 were returned; this represented a 61% response rate.FindingsFrom applying the PLS-SEM 3.0 technique, the findings highlight the positive and significant impact of attitudes towards climate change (ATCC) and subjective norms (SN) on the intention to adopt climate change (ITCC). On the other hand, perceived behavioural control (PBC) has an insignificant effect on ITCC. Moreover, the ITCC is a significant predictor of pro-environmental behaviour (PEB). Finally, ITCC has a positive effect in mediating the relationship between TPB constructs (ATCC, SN and PBC) and PEB.Practical implicationsThis study's findings assist policymakers in designing policies and better plans to enrich the individuals' vision and attitudes towards creating a conducive and healthy environment. Further, this study's findings encourage the promotion of widespread intentions to overcome the environmental challenges of climate change.Originality/valueIn the context of Pakistan, this study's findings offer empirical confirmation of TPB, climate change and PEB.

Travel app shopping on smartphones: understanding the success factors influencing in-app travel purchase intentions

Compras de aplicaciones de viajes en los móviles: Comprendiendo los factores de éxito que influyen en las intenciones de compra de las aplicaciones de viajeResumenPropósitoCon la teoría de la difusión de la innovación (DOI) y la teoría del comportamiento planificado (TPB) como perspectivas teóricas de análisis, esta investigación identifica los factores que motivan las actitudes de los usuarios y las intenciones de compra dentro de las aplicaciones. También se exploró el impacto moderador de la inercia del usuario hacia las construcciones TPB.Diseño/metodología/enfoqueSe recibieron un total de 500 respuestas a través de una encuesta en línea realizada entre julio y octubre de 2021. Los datos se analizaron utilizando el modelo de ecuaciones estructurales de mínimos cuadrados parciales.HallazgosLos resultados indicaron que las actitudes hacia la compra de aplicaciones de viajes estaban determinadas predominantemente por las ventajas relativas percibidas, la compatibilidad y la complejidad. Mientras, los hallazgos también sugirieron que las intenciones de compra en la aplicación están influenciadas positivamente por las actitudes, la comunicabilidad y el control del comportamiento percibido, y son moderadas por la inercia del usuario.Originalidad/valorSe diseñó un marco holístico que integra los fundamentos teóricos de dos disciplinas (sistemas de información y psicología) para explicar los factores que motivan las intenciones de los usuarios a la hora de comprar en las aplicaciones móviles productos y servicios turísticos. Esta investigación encontró un gap en estudios previos al mostrar el papel indirecto de las actitudes que unen a la teoría de la difusión de la innovación (DOI) y la teoría del comportamiento planificado (TPB), y la importancia de la inercia como una condición límite clave.

Landscape and Unique Fascination: A Dual-Case Study on the Antecedents of Tourist Pro-Environmental Behavioral Intentions

Although cultivating tourist pro-environmental behavioral intentions (TPEBI) has been emphasized, the effect of destination unique fascination on TPEBI is unknown. Applying the theory of planned behavior (TPB) and the cognition-affect-behavior (CAB) model, this research develops an integrated theoretical framework to predict TPEBI. The results suggested that: (1) attitudes toward the behavior, subjective norms, perceived behavioral control, destination unique fascination and tourist delight directly influence TPEBI; (2) tourist delight positively meditates the links between destination unique fascination and TPEBI; (3) the integrated model had better explanation power than either TPB or CAB models; and (4) a cross-validation method of rural and wetland cases demonstrated support for the results. This study enriches the extant studies of pro-environmental behavioral intentions by introducing an integrated conceptual model coupled with the cross-validation approach. Aside from the impact of TPB constructs, the research offers a reference for practitioners to promote TPEBI through the enhancement of destination unique fascination and tourist delight.

Assessing predictors of self-management intentions in people with type 2 diabetes

BackgroundType 2 diabetes mellitus (T2D) is slowly turning into an international health emergency, evidenced by accelerated growth in prevalence rates worldwide. Experts have now called for greater integration of self-management interventions in clinical practice in light of these worrisome trends, supplanting the prevailing notion of a “glucocentric” approach. In this pilot study designed to complement a novel assessment program currently in development, we describe a concise screening tool designed to stratify the intention to follow through on self-management practices in people with T2D.MethodsA cross-sectional survey was conducted at 3 regional primary care clinics. Individuals with T2D having the following characteristics were recruited into the study: (i) individuals with T2D between 18 and 65 years, (ii) fluent in English and, and iii) having been diagnosed with T2D for at least 2 years. We assessed the relevance of components in the Theory of Planned Behaviour (TPB) within the context of self-management behaviour in T2D. Participants were requested to complete a questionnaire containing questions related to intention, attitudes subjective norm and perceived behavioural control. Based on their responses, the psychometric properties of the scale were then evaluated using both reliability and validity analysis.ResultsThe Cronbach α value for all direct measures of TPB was excellent: intention to adhere to self-management practices (0.98), attitude towards self-management behaviour (0.87), subjective norm (0.83), and perceived behaviour control (0.66). The correlation between intentions and all 3 constructs of TPB was excellent (p < 0.01). Structural equation modeling helped determine attitudes and subjective norms as important predictors of intentions to follow through self-management practices.ConclusionsBy first understanding the dimensions that influence intentions associated with self-management behaviour, clinicians have the opportunity to “triage” individuals with T2D who require greater involvement to bring about better self-care practices. Thus, our research attempts to bridge this gap by devising a psychometric tool suited to a regional setting which allows for an improved person-centered communication between clinicians and patients.

Why do Hong Kong parents have low intention to vaccinate their children against COVID-19? testing health belief model and theory of planned behavior in a large-scale survey

COVID-19 vaccines have been authorized for use in children in some societies. Parents’ intention to vaccinate their children is context-specific. Drawing upon health belief model (HBM) and theory of planned behavior (TPB), this study contributed to a timely topic by examining the extent to which parents intended to vaccinate their children and its associated factors in Hong Kong, where the government announced children as young as five could take COVID-19 vaccines starting from 21 January 2022. A large-scale, online survey was conducted among 11,141 Hong Kong parents (86% mothers) of children aged 5–12 (N = 14,468, 49.5% girls). They reported on measures that assessed HBM constructs (i.e., perceived susceptibility, perceived severity, perceived benefits, perceived barriers, and cues to action), TPB constructs (i.e., attitudes, subjective norms, and perceived behavioral control), and their intention to vaccinate each of their children. Results of descriptive statistics showed that Hong Kong parents’ intention to vaccinate their children was very low (1.55 out of 5.00). Multilevel regression showed that after controlling for parents’ and children’s demographic variables (e.g., sex and age), parents’ intention to vaccinate their children was higher if parents had higher levels of perceived susceptibility, perceived benefits, positive attitudes, and subjective norms and if they had lower levels of perceived barriers. Positive attitudes were the strongest correlate of parents’ intention. These findings have important implications for public health by informing which factors authorities should address in order to boost Hong Kong parents’ intention to vaccinate their children.

Dental hygienists’ use of motivational interviewing and perceptions of effectiveness in changing patient behaviors

The University of Minnesota (UMN) Dental Hygiene (DH) program devotes considerable time developing students' competency using motivational interviewing (MI). However, the extent to which graduates use MI in clinical practice and their perceptions of MI effectiveness in changing behavior is unknown. A cross-section of UMN dental hygiene classes from 2010-2019 were emailed an electronic survey using Qualtricsxm software (n=208). The survey instrument collected demographic information and queried respondents' current MI use and perceptions of its effectiveness in changing patients' behavior. Survey questions were aligned with the constructs of the Theory of Planned Behavior (TPB): attitudes, subjective norms, and perceived behavioral control. Data analyses included descriptive statistics, cross-tabulations, and one-way ANOVA tests. There were 73 responses for a 35% response rate and 58 surveys (28%) included in data analysis. Respondents (95%) used MI, held positive attitudes toward MI and perceived MI to be an effective behavior counseling method (98%). However, respondents expressed concerns about patients' abilities to change behaviors. The three TPB constructs were found to be predictors of MI use in the clinical environment. A significant association was found between age and the TPB construct: behavioral control (p=0.02). The majority of respondents reported using MI in clinical practice. According to the TPB, respondents exhibited strong behavioral intentions to use MI. Respondents held favorable attitudes toward MI and believed it to be effective in motivating positive behavior change. Respondents were confident in their MI skills and felt supported to use MI in their work environments.

The best is the earliest: a reflection of vaccination uptake amidst the pandemic in Vietnam

PurposeVaccination is widely conceded as a pivotal measure to achieve community immunization and eradicate COVID-19. The purpose of this paper is to understand vaccination behavior based on the association between the theory of planned behavior (TPB) and health belief model (HBM).Design/methodology/approachA self-administered questionnaire was designed to collect data from 438 participants through social media in Vietnam and later analyzed using SPSS and AMOS to examine the research model.FindingsThe results indicated that attitude toward vaccination is positively influenced by perceived risk and perceived benefits. Additionally, background constructs of TPB (i.e. social norms, attitude and perceived behavioral control) and HBM (i.e. perceived risk, response efficacy, perceived benefits and knowledge about COVID-19) are underlying motivations for individual intention to receive vaccine. Moreover, age is a demographic predictor of vaccination intention. Finally, vaccination intention facilitates COVID-19 vaccination.Practical implicationsThe findings will assist health-care bodies and authorities to understand public perceptions, attitude and behaviors and encourage their participation in vaccination campaigns.Originality/valueTo date, this is the first investigation of how disease knowledge and perceived benefits drive vaccination intention in Vietnam. Moreover, this study may be initially successful in adding current health-care behavior literature by combining TPB with HBM. With most studies on vaccination intention at the early stage of COVID-19 outbreak in developed nations, this work provides new insights by testing vaccination behavior in the fourth wave of COVID-19 outbreak and in a developing nation.

Identifying factors associated with adolescents' Intention for childbirth.

Around the world, caesarean section rates have steadily increased over the past few decades. The World Health Organization (WHO) guidelines on nonclinical interventions to reduce caesarean section rates emphasize educational interventions and support programs. In this study, we have determined factors associated with adolescents' intention regarding childbirth options using the Theory of Planned Behavior (TPB). The sample was comprised of 480 high school students in Greece who were invited to complete a questionnaire consisting of three sections: a section on sociodemographic data; a section featuring the Adolescents' Intentions towards Birth Options (AIBO) scale, a recently developed instrument that accesses attitudes and intentions regarding vaginal birth and caesarean section; and a section detailing participants' awareness regarding reproduction and birth. Multiple logistic regression found that participants' impressions of vaginal birth and the TPB constructs were significantly associated with intention towards caesarean section. In particular, participants with a negative impression of vaginal birth had a 2.20-fold higher probability of reporting their preference for caesarean section, compared to participants with neither a negative nor a positive impression. Furthermore, participants with higher scores on the "Attitudes towards vaginal birth," "Subjective norms," and "Perceived behavior control over vaginal birth" subscales had a significantly lower probability of reporting preference for caesarean section. Our study demonstrates the effectiveness of the TPB to identify factors that influence adolescents' preference for childbirth. We highlight the necessity to implement nonclinical interventions to reduce the preference for caesarean section, providing evidence for developing school-based educational programs for a timely and consistency implementation.

Predicting consumer behaviour toward digital K-pop albums: An extended model of the theory of planned behaviour

This study examines intent to purchase digital K-pop albums among K-pop fans in Indonesia. It employs the extended theory of planned behaviour (TPB) by integrating two additional variables: (1) frequency of K-pop consumption and (2) idol worship. The data, collected from 421 Indonesian K-pop fans, were processed using the structural equation model—partial least square modelling technique. The results indicate that, with the exception of attitude toward digital K-pop albums, all TPB constructs positively and significantly affect the purchase intentions of K-pop fans. Meanwhile, the attitude toward the digital K-pop album variable has a significant negative impact on purchase intention. The two additional variables (ie frequency of K-pop consumption and idol worship) influence fans to be more open to Korean culture and music. These findings will help the K-pop industry develop a strategy to better understand fan purchase behaviour in order to increase the popularity of K-pop both at home and abroad, and hence drive sales. This study is the first to empirically employ the extended model of TPB by integrating idol worship and frequency of K-pop consumption to analyse the purchase intentions of K-pop fans.

Using the theory of planned behavior to understand student intent to use tobacco in California universities

Background: Most tobacco use, including addiction, starts between 18-26 years of age. To prevent this, the University of California (UC) and California State University (CSU) have implemented system-wide tobacco-free policies in recent years. The objective of this study was to investigate the association of the theory of planned behavior (TPB) constructs: attitude, subjective norms (SN), and perceived behavioral control (PBC) with intention to use tobacco among students in tobacco-free universities in California. Additional objectives were to understand whether these primary TPB constructs were influenced by various policy enforcement levels (i.e., communication and signage), and the availability of smoking cessation programs on campus.Methods: In this cross-sectional study conducted during March-May 2018, a survey was administered among students within select UC and CSU campuses. Students were recruited by cold-calling and emailing faculty to request assistance in disseminating an electronic survey to their students.Results: There was a total of 167 survey respondents (mean age=18-24 years). Results indicated that attitude (β=0.12, p&lt;0.025), SN (β=0.18, p&lt;0.001), and PBC (β=0.33, p&lt;0.001) were significantly and positively associated with student intention. Results showed no significant differences between different enforcement levels and TPB constructs but did show significant positive differences in student attitude between campuses that offer smoking cessation programs and campuses that do not (t=2.55, f=6.50, p&lt;0.001).Conclusions: Findings indicate tobacco-free policies positively influence shifts in student attitude and intention to use tobacco on California university campuses. Administrators are encouraged to tailor enforcement messages to increase compliance.

Farmers\u2019 Intended Weed Management after a Potential Glyphosate Ban in Austria

Glyphosate is controversially discussed because of its alleged harmful effects on human health and the environment. Although it is approved until December 2022 in the European Union, the Austrian government discusses a national ban. Research on farmers’ intentions to deal with upcoming pesticide policy changes is limited and planned responses to a national glyphosate ban may inform accompanying measures and the development of weed management alternatives. Therefore, we have conducted 41 qualitative semi-structured interviews with farmers to explore their intended weed management if glyphosate-based herbicides were no longer available in Austria. The interviews were systematically analyzed, whereby the Theory of Planned Behavior (TPB) with its three social-psychological constructs served as guidance, i.e., attitude toward the planned behavior, subjective norm, and perceived behavioral control toward the planned behavior. We grouped farmers based on differences in their behavioral intentions toward glyphosate-free weed management, and identified four types of farmers by assigning group-specific attributes of the TPB constructs to the groups of farmers with similar behavioral intentions. Given a national glyphosate ban, the farmers intend to implement either mechanical or chemical alternatives, which would be solely applied or combined with changes in cultivation. Attitude toward the planned behavior, descriptive norms, and perceived behavioral control affect behavioral intentions, whereas injunctive norms do not differ much between the interviewed farmers. What unites the four types of farmers is that they would rather accept a glyphosate ban, if weed management alternatives with similar effectiveness and costs were available.

Cohabitation with a smoker and efficacy of cessation programmes: the mediating role of the theory of planned behaviour

Objective The present research sought to examine whether cohabitation with a smoker undermines smoking cessation among people engaged in a cessation programme and whether the components of the Theory of Planned Behaviour (TPB) act as mediating mechanisms. Design A prospective longitudinal study with online questionnaires was conducted among smokers living in Switzerland who enrolled in a 6-months smoking cessation programme. Main outcome measures Cohabitation with a smoker and the TPB constructs were assessed 10 days after the start of the programme (T1; N = 820). Smoking abstinence was measured at T1, and at 3-months (T2; N = 624) and 6-months follow-ups (T3; N = 354). Results Results showed that living with a smoker decreased the odds that smokers remained abstinent throughout the cessation programme. Furthermore, we found that cohabitation was negatively associated with subjective norm. Afterwards, subjective norm predicted intention to maintain smoking cessation, which, in turn, predicted smoking abstinence. Such mediation effects persisted at each time point. Conclusion The present research provided evidence that living with other smokers at home can lead to greater risks of relapsing among people engaged in a cessation programme. We discussed the role of smoking-related norms in the efficacy of cessation interventions. Supplemental data for this article is available online at https://doi.org/10.1080/08870446.2022.2041638 .

Understanding Cancer Screening Intention Among Physically Active Adults Ages 18-49.

Ideal efforts for cancer prevention would include lifestyle modifications along with routine, age-eligible cancer screening. Employing an asset-based approach within vulnerable populations already engaging in at least one healthy behavior (i.e., physical activity) may be an ideal way to further reduce cancer risk across peer groups with low cancer screening rates. Guided by the theory of planned behavior (TPB), the aim of this study was to identify constructs associated with cancer screening intentions among young to middle aged adults for influencing educational and behavioral interventions designed to promote cancer prevention. A cross-sectional, web-based survey was utilized to assess attitudes, subjective norms, perceived behavioral control, and intention to screen for cancer among physically active adults aged 18-49years. Descriptive and bivariate analyses were conducted to characterize the sample, and hierarchical linear regression analyses were conducted to assess the influence of sociodemographic variables and TPB constructs on cancer screening intentions. Age, female sex, reporting a routine doctor's visit, reported knowledge of physical activity as a lifestyle behavior to reduce cancer risk, and an increased number of motivating factors for engaging in physical activity were significantly associated with higher cancer screening intention (P < 0.001). With the addition of TPB constructs (i.e., subjective norms and perceived behavioral control), the final analytic model accounted for 31% of the variance in intention to screen for cancer. Findings suggest that the TPB could be used to tailor or design asset-based, cancer education interventions to effectively promote age-eligible cancer screenings among physically active adults. Educational content to increase social support for cancer screening and enhance perceived behavioral control to complete screening is essential in this population.

Intention to buy organic fish among Danish consumers: Application of the segmentation approach and the theory of planned behaviour

More than half of Danes buy organic food products every week; however, this has not been reflected in the retail sale of organic fish and shellfish. Therefore, this paper aims to perform consumer segmentation through the food-related lifestyle (FRL) instrument and determine the factors influencing intention to buy organic fish among Danish consumers applying the theory of planned behaviour (TPB). Survey data were collected using a validated questionnaire from 237 Danish convenient consumers. The structural equation model (SEM) was used to analyze the relationships between the TPB constructs. Consumer segmentation was based on the FRL instrument (incl. The shopping scripts, higher-order product attributes, and meal preparation scripts) as a basis for consumer segmentation. Factor analysis with hierarchical clustering yielded four consumer segments: the “Careless” (31.6% of the respondents), the “Rational” (17.3%), the “Cooks” (31.6%), and the “Eco-moderate” (19.4%). Consumers from the Careless segment had the highest percentage of respondents buying organic fish (39.1%), followed by those from the Cooks (33.1%). However, consumers from the Cooks segment purchase organic fish regularly, followed by the Careless segment (27.3% and 11.5%, respectively). The results from SEM indicated that past experience, perceived barriers such as difficulty to judge the quality, and availability of organic fish were significant predictors of the intention to buy organic fish. However, attitudes, subjective norms, and perceived price were not significant predictors of the intention to buy organic fish. The intention to buy organic fish showed a strong positive correlation with the reported consumption frequency of organic fish. Hence, focusing on perceived barriers, past experience with buying organic, and promoting availability among consumers is likely to trigger a behavioural intention of buying organic fish, thereby potentially increasing the purchasing frequency of organic fish. • We performed consumer segmentation and quantify the effect of factors influencing intention to buy organic fish. • Food related lifestyle instrument and the theory of planned behaviour were utilized. • Four consumer segments were identified. • Past experience, availability and perceived barriers are the most important factors driving intention to buy organic fish.

Factors influencing intention to use on-demand shared ride-hailing services in Vietnam: risk, cost or sustainability?

Transport sustainability has become a major challenge worldwide. On-demand shared ride-hailing (OSR) is an alternative transport mode to private motorized mobility which allows passengers to share a vehicle and driver to their respective destination. OSR is more flexible than buses and cheaper than taxis. Additionally, ride-hailing services such as OSR play an important role in servicing communities with poor access to public transport (e.g., buses or trains) and people with increased vulnerabilities (e.g., women with children or people with disabilities). The present study investigates the impact of psychological factors on passengers' intention to use OSR services. To achieve this, the Theory of Planned Behaviour (TPB) was used and extended with perceived risk, price sensitivity, and perceived green value. Data were collected from 520 ride-hailing passengers in Vietnam. The results confirm the relevance of the original TPB constructs, i.e., attitudes, perceived behavioural control, and social norms. Concerning the three additional constructs, only perceived risk negatively and directly influences usage intention, while the two other constructs (i.e., price sensitivity and perceived green value) influence the intention to use OSR via attitudes. The results also reveal that the impact of perceived green value on usage intention is higher among females than males. Additionally, among middle- and high-income people, there is a significant negative association between perceived risk and intention, while this association is not significant among low-income participants. The findings from the present paper provide evidence of the importance of psychosocial factors such as perceptions of risk, price sensitivity, and sustainability when considering intention to use on-demand shared transport services.

Effect of Community-Based Health Education Campaign Based on the Theory of Planned Behavior on Reduction of Hookah Smoking Among Women in Hormoz Island in the South of Iran

Background: Hookah smoking is considered a health problem in women and interventions should be designed to reduce it. This study aimed to explore the effect of an educational campaign based on the theory of planned behavior (TPB) on the reduction of hookah smoking. Materials and Methods: This quasi-experimental research was conducted on 177 female hookah smokers above 15 years of age residing in Hormoz Island. The data collection instrument contained two sections: demographic information and the constructs of the TPB. The questionnaire was completed twice, before the educational intervention and 3 months after the intervention. The educational campaign was conducted by making cell phone calls, putting up billboards, distributing pamphlets, holding face-to-face classes, and forming a peer group. The data were analyzed using paired-sample t-test, and McNemar’s test in SPSS version 23.0. Results: The mean age of the participants and the beginning age of smoking hookahs among the participating women were 34.16 ± 10.47 and 22.20 ± 8.45 years, respectively. After the educational campaign, there was a significant increase in the scores of the TPB constructs (attitude, subjective norms, perceived behavioral control, behavioral intention) and a reduction in hookah smoking among participants (P &lt; 0.05). Moreover, the frequency of smoking hookah per month and per week showed a statistically significant reduction among the participants after the administration of the educational campaign (P &lt;0.05). During this time, 6 participants stopped smoking hookah. Conclusion: In the light of the present findings, it can be concluded that the conducted educational campaign based on the TPB significantly reduced hookah smoking among girls and women.

An Evaluation of a Virtual Food Safety Program for Low-Income Families: Applying the Theory of Planned Behavior.

Low-income families are reported to have a limited knowledge of food safety and resources to follow food safety practices compared with the rest of the population. This paper evaluated a virtual food safety educational program targeting food handlers in low-income families. Trained native speakers of English and Spanish delivered course materials in both languages. A total of 60 individuals participated in the program, with 30 participants in each language group. Most were female, and most had fewer than three children. After the program, participants’ food safety knowledge and self-reported safe food practice behavior scores increased significantly from 5.32 to 7.43 (out of 8.00) and from 24.78 to 29.30 (out of 35.00), respectively. The theory of planned behavior (TPB) was used to understand individuals’ behavior change intention of food safety practices. All the TPB constructs’ scores, including attitudes toward the behavior, perceived behavioral control, subjective norms, and behavior change intentions, were improved significantly; however, only the subjective norms and perceived behavioral control were significantly correlated with the behavior change intentions. This virtual educational program improved low-income individuals’ food safety knowledge and changed their food safety attitudes and behaviors, giving a path to develop and evaluate more virtual food safety educational programs in the future.