Theory Of Planned Behavior Framework Research Articles

An extension of Trust and TAM model with TPB in the adoption of digital payment: An empirical study in Vietnam

Background Digital payment systems are pivotal in the digital economy, relying on the interplay between internet technology and e-vendors. This study seeks to explore acceptance behaviors regarding digital payments by employing an extended version of the Trust and Technology Acceptance Model (TAM) and incorporating the Theory of Planned Behavior (TPB). Methods We conducted a qualitative analysis using interview data from 509 respondents and applied Structural Equation Modeling (SEM) to evaluate the relationships between key variables. The extended model allows for a comprehensive examination of both technological and trust-related factors influencing adoption. Results Our analysis revealed that all standardized path coefficients were positively significant, except for the path from perceived usefulness (PU) to attitude (ATT). The findings confirm that while digital payments are primarily driven by Internet and communication technologies, addressing trust-related issues is essential for enhancing user adoption. The TAM identifies perceived usefulness and perceived ease of use, alongside trust, as critical factors affecting behavioral intention. In the TPB framework, trust significantly impacts digital payment adoption through mediators such as attitude, perceived behavioral control, and subjective norm. Conclusions This study enhances our understanding of the factors influencing digital payment adoption, emphasizing the need to address both technological and trust issues. The insights gained provide valuable recommendations for increasing the use of digital payment systems, particularly in the Northern mountainous regions of Vietnam, thereby fostering greater financial inclusion and economic growth.

Growers’ behavioral intentions towards agricultural insurance participation: Big Five personality traits within the TPB framework

This study seeks to establish the influence of the Big Five personality traits, which include Openness, Neuroticism, Conscientiousness, Agreeableness, and Extraversion, on growers’ willingness to embrace crop insurance schemes. Furthermore, it explores the role of Attitude, Subjective Norms, and Perceived Behavioral Control, as proposed in the Theory of Planned Behavior (TPB), on this relationship. Using a structured questionnaire, data were collected from 412 growers of arecanut and pepper. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via Smart-PLS 3.3. The analysis revealed that Perceived Behavioral Control (β = 0.462**), Subjective Norms (β = 0.260**), and Attitude (β = 0.115**) positively influenced growers’ behavioral intentions. Interestingly, the Big Five personality traits themselves did not have a direct effect on these intentions. Further mediation analysis demonstrated that Attitude and Subjective Norms fully mediated the effects of Extraversion (α = 0.026**, β = 0.069), Neuroticism (α = 0.019**, β = –0.016), and Openness (α = 0.024**, β = 0.069) on Behavioral Intention. However, these variables did not mediate the relationship between Agreeableness (α = 0.011, β = 0.058), Conscientiousness (α = –0.017, β = –0.080), and Behavioral Intention. Additionally, perceived behavioral control mediated the link between personality traits and intention, though this was not the case for Conscientiousness. This study contributes to the application of the TPB by incorporating the Big Five personality traits and exploring their interaction with the TPB dimensions.

Development of sustainable tourism in Indonesia: Applying the extended theory of planned behavior to encourage eco-friendly practices among tourists

The improper disposal of litter by tourists poses a significant threat to tourism destinations worldwide, including in Indonesia. To mitigate marine litter, promoting eco-friendly behavior (EFB) among tourists is essential. This study applies the extended Theory of Planned Behavior (TPB), which posits that an individual’s behavior is driven by their attitudes, subjective norms, and perceived behavioral control, to better understand the factors influencing eco-friendly behavioral intentions. In this research, ecological consciousness and ecological knowledge were added to the traditional TPB framework to gain deeper insights into tourist behavior. Data were collected through a structured questionnaire from 876 visitors to Lake Singkarak, Indonesia. The findings demonstrate that the inclusion of ecological consciousness and ecological knowledge significantly enhances the predictive power of the TPB model in explaining eco-friendly behavioral intentions. Based on these results, raising public awareness, improving government management, and enhancing the quality of lake attractions are recommended to encourage responsible tourism. These measures can reduce litter and conserve lake habitats, ultimately contributing to the sustainability of tourism in the region.

Understanding Consumption Reduction Through the TPB: Moderating Effects of the Need for Evaluation and Self-Referencing Individual Differences.

Limited research has focused on consumption reduction as one potential pathway to meet sustainable development goals. This paper investigates consumers' intentions to undertake consumption reduction through the lens of an extended theory of planned behavior (TPB), where selected individual differences, namely the need for evaluation (NE) and self-referencing (SR), are given considerable attention. In total, 226 respondents participated in this web-based survey study. The results from structural equation modeling analysis confirm that the extended theory of planned behavior effectively explains consumers' intentions to undertake consumption reduction. Notably, the individual differences of the NE and SR each uniquely moderate the relationships within the TPB model. This study provides a theoretical contribution by integrating the selected moderators (i.e., the NE and SR) into the TPB framework, increases the TPB's predictive power, and further provides a novel understanding of the underlying influences of individual differences on consumers' intentions to undertake consumption reduction for the benefit of the environment. Moreover, the findings offer practical implications for policymakers and social marketers in designing tailor-made interventions and consumption reduction strategies by considering the important role of individual differences.

The role of motivation and knowledge in promoting green consumer behavior in Saudi Arabia and Pakistan

This research explores the factors influencing consumers’ intentions and behaviors toward purchasing green products in two culturally and economically distinct countries, Saudi Arabia and Pakistan. Drawing on Ajzen’s Theory of Planned Behavior (TPB), the study examines the roles of altruistic and egoistic motivations, alongside environmental knowledge, in shaping green consumer behavior. Altruistic motivation, driven by concern for societal well-being and environmental sustainability, is found to have a stronger impact on green purchase intention and behavior in both countries, particularly in Pakistan. Egoistic motivation, which focuses on personal benefits like health and cost savings, also contributes but with a lesser influence. The research employs a cross-sectional survey design, collecting data from 1000 respondents (500 from each country) using a stratified random sampling technique. The collected data were analyzed using structural equation modeling (SEM) to examine the relationships between variables and test the moderating effects of environmental knowledge. The results reveal that environmental knowledge significantly moderates the effect of both altruistic and egoistic motivations on green purchase intention, enhancing the likelihood of eco-friendly consumption. These findings underscore the importance of environmental education in promoting sustainable consumer behavior. The originality of this study lies in its comparative analysis of green consumerism in two distinct contexts and its exploration of motivational factors through the TPB framework. Practical implications suggest that policymakers and marketers can develop strategies that appeal to both altruistic and egoistic drivers while enhancing consumer knowledge of environmental issues. The study contributes to the literature by expanding TPB to include the moderating role of environmental knowledge in understanding green consumption behavior across diverse cultures.

Explaining preservice teachers' intention and behavior to use technology‐enabled learning in China: A multi‐group analysis across experiences

AbstractThis study examines the development of preservice teachers' intention and behavior to use of Technology‐Enabled Learning (TEL) within the Theory of Planned Behavior (TPB) framework. Despite growing interest, the effective integration of TEL among preservice teachers remains a challenge. Engaging 1023 participants ‐ senior undergraduates with practical TEL experience in real classroom settings ‐ the study employed structural equation modeling (SEM) to analyze the relationships between key factors ‐ experience, subjective norms, attitudes, and perceived behavioral control ‐ and their influence on the intention and behavior to use of TEL. The findings revealed that behavioral intention did not significantly influence the actual use of TEL, whereas perceived behavioral control acted both as a determinant of TEL use and as a mediator in the relationship between subjective norms and TEL usage. Additionally, while subjective norms showed minimal impact on behavioral intention, attitudes and perceived behavioral control emerged as crucial antecedent variables and mediators. The multi‐group analysis using SEM revealed that preservice teachers' experience with TEL moderated the first half of the mediating pathway between subjective norms, perceived behavioral control and the actual use of TEL. Notably, multi‐group analysis indicated that as preservice teachers gained more experience with TEL, the influence of subjective norms on perceived behavioral control weakened. This study contributes to a deeper understanding of the TPB framework and its extended models in the context of TEL in teacher education, offering valuable insights for developing more effective TEL training and guidance strategies, ultimately aiming to enhance preservice teachers' proficiency and engagement with TEL.

Exploring Podcast And Videocast Consumption: A Construct Development And Validation Study Using TPB

Digital content consumption, particularly through podcasts and videocasts, is rapidly reshaping media engagement patterns globally. While existing research has explored general online behavior, there remains a gap in understanding the psychological drivers specific to digital audio and video content consumption, especially in emerging markets. This study aims developed and validated a Digital Content Consumption (DCC) scale within the Brazilian context, integrating it with the Theory of Planned Behavior (TPB) to enhance our understanding of consumption behavior. A cross-sectional survey was conducted among Brazilian consumers during thew month May of 2023. Participants were recruited through a convenience sample of adult internet users who had consumed podcasts or videocasts within the past month. The primary exposure was the consumption of digital audio and video content. The study employed Exploratory Factor Analysis, Confirmatory Factor Analysis, and Structural Equation Modeling (SEM) to analyze the data and validate the DCC scale. The final sample comprised 223 participants, with a mean age of 32 years and an even gender distribution. The SEM analysis demonstrated a strong model fit for the DCB scale within the TPB framework. Attitudes emerged as a significant predictor of both intention and behavior in digital content consumption. Utilitarianism was found to mediate the relationship between attitudes and consumption. The DCCB scale showed high internal consistency and construct validity across different demographic subgroups. The development and validation of the DCC scale provide a robust tool for measuring digital content consumption behavior. This study extends the application of the Theory of Planned Behavior to the specific domain of podcast and videocast consumption, offering valuable insights for content creators and marketers. Future research should explore the scale's applicability in diverse cultural contexts and its potential for predicting long-term engagement patterns with longitudinal studies

Gender disparities in attitudes, norms, and perceived control related to intentional condomless sexual intercourse: A psychosocial theory-driven comparison among cisgender heterosexual male and female college varsity athletes in Taiwan

BackgroundWhile condom use has been extensively studied as a protective behavior, research directly focusing on condomless sexual intercourse (CSI) as a distinct and intentional risk behavior, particularly regarding gender differences, remains scarce. MethodsBuilding upon the Theory of Planned Behavior (TPB), this study addresses this gap by comparing TPB factors and individual TPB items regarding intentional CSI among cisgender heterosexual college varsity athletes in Taiwan (N = 1348). ResultsHigh CSI intention was more prevalent among men (53.6 %) than women (31.7 %). Our expanded TPB framework identified five distinct TPB factors pertaining to attitudes, norms, and perceived control. Multivariate logistic regression analysis demonstrated that all five TPB factors were significantly associated with CSI intention among men, but only three among women. Notably, our factor analysis differentiated attitudes toward positive/negative outcomes of CSI and perceived control under facilitating/constraining conditions, revealing attitudes toward positive outcomes of CSI as the strongest driver of CSI intention among both men (AOR = 2.51–4.09) and women (AOR = 3.79–5.71). Further analysis of TPB items disclosed that men prioritized psychological pleasure (AOR = 2.18), whereas women exhibited a “partner-centered” tendency, emphasizing trust by sex partners (AOR = 3.43). ConclusionsOverall, men exhibited more favorable views toward CSI than women, with gender differences evident in the differential associations of varying TPB factors and items with CSI intention. Future research could explore the development of these differential attitudes, norms, and perceived control concerning CSI. Given the modifiable nature of TPB variables, our study’s insights can inform actionable strategies and targeted interventions tailored for young men and women.

Unveiling investor behavior: An investigation into India’s pharmaceutical sector during COVID-19

This study examines the factors influencing retail investors’ decision to invest into the Indian pharmaceutical sector amidst the COVID-19 global health crisis. Confronting the obstacles introduced by the pandemic has helped create a robust foundation for the Indian pharma sector to grow rapidly in the future. As the industry demonstrated signs of considerable future growth, investors favored pharmaceutical investments during COVID-19. Retail investors were mainly the ones who went on a shopping spree during the pandemic. This backdrop provides a unique context to explore the retail investors’ behavior in the Indian pharmaceutical landscape. Leveraging the Theory of Planned Behavior (TPB), this study marks the first attempt to introduce behavior toward market fundamentals as a mediating factor into the TPB framework. To conduct the study, data were collected from 305 retail investors located in Karnataka’s South Canara region, who invested into the Indian pharmaceutical industry during the pandemic, using snowball sampling. The e-survey was employed for data collection. The results reveal that attitudes toward pharmaceutical investments, subjective norms, Perceived Behavioral Control (PBC), and behavior toward market fundamentals have significantly influenced investor decisions. Notably, behavior toward market fundamentals has partially mediated the relationship between attitude toward pharma investment and investment decision and PBC and investment decision. However, the mediation effect of behavior toward market fundamentals was not evident between the subject norm and the investment decision. The study holds pivotal implications for policymakers, government bodies, and industry stakeholders to promote pharmaceutical investments.

How Environmental Policy Perception and Social Media Use Impact Pro-Environmental Behavior: A Moderated Mediation Model Based on the Theory of Planned Behavior

Pro-environmental behavior (PEB) is an essential source for solving environmental problems and implementing sustainable development. This study reveals the antecedent mechanisms of PEB from the joint perspective of environmental policy perception (EPP) and social media use (SMU). We developed a moderated mediation model based on the theory of planned behavior (TPB) and tested the hypotheses using questionnaire data from 408 residents in Tianjin, China. The results indicated that EPP positively affects PEB and that attitude and perceived behavioral control in the TPB framework mediate the relationship between EPP and PEB. SMU not only has a positive effect on PEB but also remotely mediates the effect of EPP on PEB together with perceived behavioral control. Furthermore, gender and age have a positive moderating impact on EPP. This study provides the first theoretical and empirical explanation of how EPP influences PEB within a systematic TPB framework while also introducing SMU as an innovative expansion of the explanatory model. This study also provides recommendations for policymakers on environmental management practices.

Theory of planned behavior and fast fashion purchasing: an analysis of interaction effects

The fast fashion industry, characterized by its reliance on rapid consumption cycles, and short-lived garment use, has raised major environmental concerns. This industry generates over 92 million tons of waste and consumes 79 trillion liters of water annually, driven by rising consumer demand for fast fashion. As such, there is a pressing need to transition from the current wasteful fast fashion purchasing behavior to more sustainable behavior. Despite extensive research on sustainable purchasing behavior, there is still a gap in our understanding of the predictors of consumers’ sustainable fast fashion purchasing behavior. To address this gap, our study utilized a survey questionnaire to collect data from a convenience sample of 123 South African consumers. We expanded the theory of planned behavior (TPB) by incorporating sustainability awareness as a background factor in the hypothesized theoretical model. We also investigated the relationships among the TPB constructs (attitude, subjective norm, and perceived behavioral control), sustainability awareness, and sustainable fast fashion purchasing behavior. By employing hierarchical regression within the extended TPB framework, we found that perceived behavioral control mediated the relationship between sustainability awareness and sustainable fast fashion purchasing behavior. Further, perceived behavioral control and its interaction with attitude significantly predicted sustainable fast fashion purchasing behavior, while sustainability awareness significantly predicted perceived behavioral control. Notably, our findings reveal that lower perceived behavioral control is associated with a stronger positive relationship between attitude and sustainable fast fashion purchasing behavior. These findings have important implications for theory and practice, and provide suggestions for future research directions.

Integrating Pandemic Awareness with the Theory of Planned Behavior: A Travel Intention Study

ABSTRACT This study extends the Theory of Planned Behavior (TPB) by incorporating perceived knowledge of COVID-19 (PKC) and destination overall image (DOI) to explore the travel intentions of Taiwanese and Chinese tourists to Vietnam post-pandemic. Utilizing a consistent PLS multigroup analysis (PLS-MGA), it contrasts the decision-making processes between these groups. The augmented TPB framework explains 81.9% of the variance in travel intentions. Key findings indicate that PKC significantly influences TPB determinants, with a more pronounced effect on Attitude toward behavior among Chinese respondents. Attitude, subjective norm, perceived behavioral control, and DOI positively affect destination visit intention. These insights are critical for tourism marketers and policymakers in devising strategies to attract Taiwanese and Chinese tourists to Vietnam, highlighting the enhanced TPB model’s relevance in examining tourist behavior with pandemic awareness. This study paves the way for future research to further extend TPB concerning COVID-19’s impact.

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.

Breaking the Barriers of Zakat Payment in Zakat Institutions: An Analysis of Muslims' Reluctance

This study aims to comprehensively understand the factors that shape reluctance toward zakat payment in zakat institutions among Muslims, addressing a significant research gap. To achieve this, the study identifies and addresses barriers hindering zakat payment in these institutions. Employing a modified TPB (Theory of Planned Behavior) framework tailored to the context of reluctance, the study employs SmartPLS (v. 4.0.8.9) software for analysis, based on 303 online survey responses. The study reveals the impactful influence of negative attitude, low subjective norms, and low confidence on Muslims' reluctance to pay zakat in zakat institutions, while the absence of proper socialization does not exhibit a similar effect. Moreover, the research validates the impact of low confidence and weak intention on Muslims' reluctance to pay zakat. The mediating role of weak intention in the relationship between negative attitude, low subjective norms, and low confidence level, shapes Muslims' reluctance to pay zakat. The findings highlight the need for targeted interventions, encompassing educational campaigns, community engagement, and self-development initiatives, to foster positive attitudes and confidence, thereby enhancing zakat compliance.

FORMULATION OF SAFETY PREDICTORS IN CONSTRUCTION SITES THROUGH THE LENS OF THEORY OF PLANNED BEHAVIOUR: A DEMATEL BASED MODEL

The construction sector drives our country’s economic growth and fosters the development of human resources. Yet, the industry faces a significant challenge with a heightened rate of workplace fatalities, making safety a pressing concern. Unsafe working environments and employee conduct contribute to the escalation of construction accidents. Addressing safety compliance and safety participation is critical for improving safety performance. Past studies have concentrated around technological approaches, leaving a notable gap in exploring behavioural interventions within the workplace. The critical factors that influence safety compliance intention and safety participation would be best explained by using Theory of Planned Behaviour (TPB). TPB posits that actual behaviour can be predicted by intention, while the formation of intention is mainly determined by attitude, subjective norms and perceived behavioural control. Although the TPB framework is considered, there remains a lack of evidence substantiating the correlation between the safety predictors, safety compliance intention, and safety participation. This study investigates the impact of safety predictors on both safety compliance intention and safety participation through the application of the Decision-Making Trial and Evaluation Laboratory (DEMATEL) technique. Through DEMATEL technique, 25 experts were enlisted to offer pairwise rankings regarding the predictors influencing both safety compliance intention and safety participation. The predictors examined in the study include Attitude, Subjective Norm and Perceived Behavioural Control. The research findings highlighted substantial interconnections among all safety predictors, with “Attitude” identified as the most influential predictor among them. Organizations should prioritize this to enhance safety performance. Enhancing safety performance in construction projects becomes feasible through comprehensive understanding and intervention in the interconnections among safety predictors, safety compliance intention, and safety participation.

Religious belief and emotional vampires in organizations

PurposeConsistent with the metaphor of narcissists as “emotional vampires” who leave their victims emotionally drained and devoid of energy, this research suggests that certain factors, such as subjective norms, perceived behavioral control, and religious beliefs, can reduce the level of narcissistic behavior in organizations. Drawing from the theory of planned behavior (TPB) and self-regulation theory, the current study evaluates the moderating role of Islamic religiosity in the relationship between subjective norms and the intention to behave narcissistically. In addition, this study examines the moderating role of afterlife belief in the relationship between perceived behavioral control and the intention to behave narcissistically.Design/methodology/approachThe research hypotheses were tested using two-wave survey data collected from managers of 103 service organizations (Study 1) and 323 employees of four service organizations (Study 2). This research applies structural equation modeling (SEM) to examine the proposed model using SmartPLS 3 software.FindingsIslamic religiosity had a negative moderating role in the relationship between subjective norms and the intention to behave narcissistically (Study 1 and Study 2). In addition, subjective norms and perceived behavioral control had significant positive effects on the intention to engage in narcissistic behavior among managers (Study 1). However, perceived behavioral control had no significant effect on the intention to engage in narcissistic behavior among employees (Study 2).Originality/valueThe current study not only tests the applicability of the TPB to narcissistic behaviors in Islamic organizations, but it also extends the classic TPB framework by including two moderating variables – Islamic religiosity and afterlife belief.

Exploring entrepreneurial intention: The roles of proactive personality, education, opportunity and Planned Behavior

Entrepreneurial intention is crucial in fostering an entrepreneurial culture and driving economic growth, especially among students from higher education institutions. Our study aims to examine the role of the Theory of Planned Behavior (TPB), specifically attitude towards entrepreneurship (ATE) and perceived behavioral control (PBC), in the relationships between proactive personality (PP), entrepreneurship education (EE), entrepreneurial opportunity (EO), and entrepreneurial intention (EI) among final-year students higher education institutions in China. The TPB framework provides a theoretical foundation to investigate how psychological factors, such as ATE and PBC, mediate an individual's intention to engage in entrepreneurial behavior. The research model was analyzed using PLS-SEM. The findings, derived from a sample of 250 final-year students from public universities in China, indicate that ATE and PBC mediate the relationships between PP, EO, and EI. However, only ATE was found to mediate the relationship between EE and EI. Our findings offer insights into the foundational mechanisms driving EI, significantly advancing the scholarly understanding of entrepreneurial behavior. By demonstrating the applicability of the TPB framework, our study sheds light on the psychological processes that underlie the connections between PP, EE, EO and EI.

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

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

Unveiling the link between digital entrepreneurship education and intention among university students in an emerging economy

Digital Entrepreneurship (DE) is becoming increasingly relevant due to advancements in technology and infrastructure, which offer many opportunities for entrepreneurs. This research seeks to elucidate the influence of Digital Entrepreneurship Education (DEE) on the interrelations among Attitude (ATT), Subjective Norms (SNs), Perceived Behavioral Control (PBC), Personal Innovativeness (PI), and Digital Entrepreneurship Intention (DEI) among university students in emerging nations. The Theory of Planned Behavior (TPB) serves as the theoretical foundation for this study. The study adopts a quantitative research design, utilizing a survey questionnaire to garner information from a subset of business college students in Vietnam. A total of 334 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), facilitating the testing of the research hypotheses. The study revealed a positive correlation between TPB constructs, PI, and DEI among university students in developing economies. However, the relationship between PBC and DEI was inversely affected by DEE. Furthermore, the study found no evidence to support the moderating effects of DEE on the relationship between ATT, SNs, PI, and DEI. This research contributes significantly to entrepreneurship studies by investigating the impact of DEE on students' inclination to embark on DE in developing countries. It extends the theoretical framework of TPB by integrating PI and underscores the importance of DEE in fostering DE. Moreover, the findings of this study hold several implications for academic administrators, policymakers, and educators. These insights can be leveraged to devise strategies and initiatives to enhance support and advancement for DEE.

Assessing immediate emotions in the theory of planned behavior can substantially contribute to increases in pro-environmental behavior

The Theory of Planned Behavior (TPB) is a highly influential and powerful behavior change model that offers promising guidance on promoting urgently needed, pro-environmental action. Recent pro-environmental research has successfully augmented TPB using anticipated emotions—the emotions an individual consciously predicts they will experience in relation to possible outcomes of their decision. However, immediate emotions—the emotions an individual actually experiences during decision-making—have received far less attention. Given that immediate emotions are relevant to pro-environmental decision-making and can address the theoretical and empirical limitations of TPB, we contend that pro-environmental studies should explicitly examine immediate emotions within the TPB framework. This article aims to stimulate rigorous research that enhances pro-environmental communication and policymaking by providing integrative insights into immediate emotions along with recommendations for evaluating immediate emotions in a pro-environmental TPB context.