Theory Of Planned Behavior Framework Research Articles

The utility of intention as a proxy for sustainable buying behavior – A necessary condition analysis

Sustainable buying behavior has increasingly received attention from academia and practitioners alike. While research in this field commonly relies on the theory of planned behavior (TPB), previous studies have not been able to clarify the utility of purchase intention as a proxy for sustainable buying behavior and systematically neglect the role of social sustainability aspects. To advance the theoretical understanding of sustainable consumption, we investigate buying behavior with regard to the sustainable clothing purchases of 2000 consumers in Germany using necessary condition analysis (NCA). The results empirically confirm the utility of intention as a proxy for sustainable buying behavior. Further, we find that social concerns and the perceived knowledge of social issues are essential drivers of purchase intention. In addition to extending the theoretical understanding of the roles of intention and social aspects in the TPB framework, we derive practical implications for managers seeking to facilitate sustainable consumption.

Green Hotel Visit Intention and the Role of Ecological Concern Among Young Tourists in Indonesia

This study examines Ajzen’s extended Theory of Planned Behavior (TPB) framework and predicts young customers’ green hotel visit intentions. The proposed model fit was scrutinized using Smart-PLS on primary source data from 219 respondents. The results show that ecological concern is an important predictor of attitude, subjective norms, and perceived behavioral control. According to empirical findings, the green hotel image significantly moderates the relationship between TPB and visit intention. The findings support the extended TPB framework in predicting young consumers’ intention to visit green hotels in the context of young Indonesian consumers, as it has amplified the conceptual model’s predictive power. This study plays an essential role in expanding the perception of green hotel image as a critical factor in young consumer visit intention through a rigorous conceptual model and empirical research.

An investigation of technology-dependent shopping in the pandemic era: Integrating response efficacy and identity expressiveness into theory of planned behaviour

The COVID-19 pandemic has led to a rapid surge of digitalisation in shopping activities. Although the rising phenomenon of technology-dependent shopping is sensational, the subtle motivations that cause such a phenomenon remain to be explored. Thus, extending the theory of planned behaviour (TPB), this study investigates two distinct motivations (i.e. to respond to health concerns and to express self-identity) that lead to technology-dependency among modern shoppers. A survey instrument is adopted for data collection online targeting adult shoppers in Singapore, and the data (n = 519) are analysed using structural equation modelling. Results reveal that the two motivations mediate the relationship between subjective norm/perceived behavioural control and shoppers’ behavioural intention. The response- and identity-mediated paths lead to differentiated behavioural consequences: the former is associated with only shoppers’ engagement intention with shopping technologies, whereas the latter also instigates the habit of technology-dependent shopping. The findings contribute to the TPB framework by confirming the mediator role of two context-specific motivations. The revealed habit formation process of technology-dependent shopping provides practical implications in managing the retailer-shopper relationship in the pandemic era.

Determining Factors Affecting Customer Intention to Use Rooftop Solar Photovoltaics in Indonesia

Many developing countries on the equator, including Indonesia, have the potential for renewable and sustainable resources, such as solar energy. However, despite the enormous potential, the adoption level remains low. Previously, several studies discussed the potential, the feasibility, and the supporting policy of this technology, but none have been discussed from the customers’ perspective on a national scale. Therefore, this study attempts to determine the factors affecting the customers’ intention to use solar photovoltaics in Indonesia to develop a sustainable circular supply chain for renewable energy. This investigation was conducted based on integrating the unified theory of acceptance and use of technology 2 (UTAUT2) and the theory of planned behaviour (TPB). Furthermore, an online questionnaire was successfully distributed with a total of 208 participants. Structural equation modeling (SEM) was utilized to derive the causal relationships of the proposed hypotheses. The results indicated that price value (PV) has a positive relationship and a significant influence on attitude toward use (ATU), which leads to the behavioral intention (BI) to make the construct the most affecting factor. This is the first comprehensive study to analyze the intention to use rooftop solar panels based on the UTAUT2 and TPB framework. The successful approach to support photovoltaic use will bring less waste and strengthen the circular supply chain to support sustainable development.

Towards Sustainable Corporate Attraction: The Mediating and Moderating Mechanism of Person–Organization Fit

With the burgeoning “war for talent”, attracting the right workforce has become a major key checkpoint for a firm’s sustainability. The main purpose of this study was to predict prospective employees’ organizational attraction by integrating person–organization (P–O) fit perceptions and the theory of planned behavior (TPB) into a single framework. Although many studies have reported inconsistent results for the impact of subjective norms and self-efficacy on intention in the TPB framework, adequate empirical research on applicant attraction for this theoretical phenomenon is still unavailable. This may be the first study that examined the mechanism of how and when the TPB model becomes more instrumental with subjective P–O fit perceptions. With a sample of 335 young job seekers in Bangladesh, the study examined the research hypotheses related to the TPB and P–O fit using path analysis with AMOS, a structural equation modeling (SEM) program. The results showed that P–O fit partially mediated the relationship between self-efficacy and job search intentions. Observably, P–O fit significantly moderated the relationship between subjective norms and job search intentions in such a way that the impact of subjective norms was stronger for individuals with a lower level of P–O fit but slightly weaker for those with a higher level of P–O fit. In line with the research findings, some notable theoretical contributions and practical implications for HR professionals have been discussed.

Intention to get COVID-19 vaccines: Exploring the role of attitudes, subjective norms, perceived behavioral control, belief in COVID-19 misinformation, and vaccine confidence in Northern India

ABSTRACT This study examines people’s intention to get COVID-19 vaccines and some of the psychological factors, that can facilitate the vaccination process. Using the theory of planned behavior (TPB) as a theoretical framework, we hypothesized that the key constructs of TPB (attitudes, subjective norms and perceived behavioral control) would explain people’s intention to get COVID-19 vaccines. Belief in COVID-19-related misinformation and vaccine confidence were added to the TPB framework in order to comprehensively assess the predictors of COVID-19 vaccine intentions. Data was collected from 400 Indian respondents electronically during Feb–March, 2021. Hierarchical regression analysis was used to analyze the data. The Three components of TPB collectively explained 41% of the variance in the intention to get COVID-19 vaccines. Belief in COVID-19-related misinformation and vaccine confidence, on the other hand, had no significant impact on the intention to get COVID-19 vaccines. We discuss the theoretical and practical implications of these results.

Driving mechanism for farmers to adopt improved agricultural systems in China: The case of rice-green manure crops rotation system

CONTEXTFarmers' decision-making related to the use of winter fallow fields is an issue of great concern to policymakers in China. An improved agricultural system, the rice-green manure rotation system (RGRS), has attracted more and more attention because of its efficient utilization of these fields and its outstanding comprehensive benefits. Despite the government's growing promotion, unfortunately low adoption has been observed among farmers. OBJECTIVEIn this case, exploring the factors that affect farmers' adoption of RGRS has become the key to crack the above dilemma. METHODSThis study therefore aims to reveal the factors determining farmers' intention and behavior to adopt RGRS by extending the theory of planned behavior (TPB) based on 1217 samples collected in the southern paddy field region (SPR) of China. RESULTS AND CONCLUSIONSResults firstly validated the applicability of the extended TPB framework in analyzing farmers' intention and behavior to adopt RGRS. Subsequently, we found that farmers' intention to adopt RGRS can be greatly influenced by the perceived behavioral control, especially the control beliefs with regard to capital restriction and the expected environmental benefits of RGRS. Therefore, supportive policies should be formulated to improve farmers' behavioral capacity and, specialized training should be organized to improve their expected environmental benefits. Subjective norm, especially those derived from interpersonal relationships, emerged as another pivotal independent predictor of farmers' intention to adopt RGRS. This observation provides policy makers with enlightenment that strengthening the interpersonal social network is highly valued to improve farmers' adoption intention. Another finding is that there was a highly positive consistency between farmers' intention and behavior to adopt RGRS, which provides a possibility to predict, strengthen and test farmers' behavior based on their intention. More importantly, the comparison between the estimation results of the extended model and the original model shows that eco-compensation significantly increased the probability of intention being converted into behavior by moderating the influence intensity of perceived behavioral control on intention. SIGNIFICANCEThese results can help policy makers better understand which influence farmers' adoption of RGRS and what targeted measures can be taken to popularize the improved agricultural system.

Moderating the role of religiosity on potential customer intention to deal with Islamic banks in Oman

PurposeThe purpose of this paper is to explore the direct effect of classical predictors of an individual’s behaviour, namely, attitude, subjective norms (SN) and perceived behavioural control (PBC) on the intention to deal with Islamic banks. The study extended the Theory of Planned Behaviour (TPB) by introducing the customers’ religiosity paradigm as a moderator between the classical predictors of the theory and the intention to deal with Islamic banks.Design/methodology/approachBy applying the Theory of Planned Behaviour (TPB) framework, data were collected from conventional banks to investigate the potential Islamic bank customers’ intention. Using self-administered questionnaires, the data were collected from conventional banks in Muscat. A total of 1,000 questionnaires were distributed; however, only 638 were found usable. The structural equation modelling (SEM) was used to test the hypothesis and analyse the prediction values of the model in the TPB framework. It is also used to analyse the moderation effect of religiosity on the relation between the predictors and intention.FindingsThe results of the SEM analysis indicated that attitude, SN and PBC significantly predicted the potential customers’ intention to deal with Islamic banks in Oman. The results of the moderation effect shown that religiosity was a poor moderator of the relation between the attitude and intention as well as the PBC and intention, though, the result shown that religiosity is a partial moderator of the relation between the SN and intention.Research limitations/implicationsDue to the current study method, the result findings should be generalised with caution. Future studies may introduce other variables to examine the moderation effect between the relation of the predictor and intention of the TPB framework. It also signifies the moderation effect of religiosity on the relationship between the attitude, SN and PBC and intention of the potential customs in the TPB framework. This is considered a theoretical enrichment to the behaviour studies and TPB literature.Practical implicationsThe current study assists the Islamic bank practitioners and regulators to broaden the horizon in considering the practical outcomes from the academic research. The result from this study does not only prove that the TPB seems to be acceptable in explaining the intention and behaviour in the field of Islamic banking but also support the robustness of the ability of TPB in predicting the behaviour and intention in a different research context (Islamic banking and finance).Originality/valueThis study is an attempt to introduce religiosity as a moderator in the TPB framework with SEM analysis and to explore the moderation effect between the predictors and intention to deal with Islamic banks among Omani’s Islamic Bank Customers. This study endeavours to fill a gap of these moderation effects and how the customers’ religiosity influence customer’s preferences towards Islamic Bank.

Job perceptions of Generation Z hotel employees towards working in Covid-19 quarantine hotels: the role of meaningful work

PurposeThe COVID-19 pandemic has seen a growing emergence of “quarantine hotels” that provide accommodation to guests who are mandated to self-isolate for 14 days upon entry to a country to prevent the spread of virus. Why are young hotel workers willing to endure relatively poor working conditions and expose themselves to dangerous COVID-19 workplace environments? Perhaps, the opportunity to participate in meaningful work is the prime motivator for hotel workers who choose to work in quarantine hotels. This study aims to investigate the motivations that young hotel employees hold towards working in a potentially dangerous hotel workplace.Design/methodology/approachUsing personal interviews, this research explored the antecedents behind Generation Z employees’ (n = 42) actual behaviour towards working in quarantine hotels through the lens of the extended theory of planned behaviour (TPB) model (attitudes, subjective norms, perceived difficulties and meaningful work).FindingsResults revealed that meaningful work such as making the world safer and going beyond the call of duty was a key motivating factor behind a willingness to work in quarantine hotels. Hotel employees also viewed working in quarantine hotels as exciting but dangerous, and the support from their family nuclei was seen as a key underlying motivator.Practical implicationsThe key implications are the image of the hospitality industry in terms of professional identity to be an industry that is respected by society given the high-risk work environment with increased exposure to COVID-19. Even though Generation Z still see some long-standing negatives in hotel work such as long hours and emotional challenge, it is positive to know that there are contexts in which they can have more pride and meaningfulness from their jobs.Originality/valueTo the best of the authors’ knowledge, this is the first paper to examine Generation Z hotel workers’ motivations to work in quarantine hotels. A key theoretical contribution to the body of knowledge is the extension of the TPB framework with the additional meaningful work variable.

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

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

Intention to adopt pro-environmental behaviors among university students of hard and soft sciences: the case of drinking by reusable bottles

Purpose The market of bottled water is one of the largest in the world. Paradoxically, the consumption of water in plastic bottles is highest in countries rich in the potable tap water of excellent quality. This paper aims to gain a better understanding of the factors that foster or hinder the intention to use refillable water bottles by university students and to determine whether their study program played a moderating role. Design/methodology/approach Within the framework of Ajzen’s theory of planned behavior (TPB), this paper conducted this cross-sectional study to understand the influence of attitudes, norms and perceived behavioral control (PBC) on the intention to drink tap water from reusable bottles. Italian university students (n = 540) majoring in the hard (42.4%) or the soft (57.6%) sciences completed an anonymous self-report questionnaire. Findings For both groups, there was a significant association between attitudes and intention to use a refillable water bottle. The intention to drink tap water was also influenced by PBC among the hard science students, whereas among the soft science students the descriptive norm exerted a significant influence. Originality/value This is the first application of TPB, a well-established theoretical and methodological framework, to understand the intention of university students to drink tap water from reusable bottles. Within the framework of TPB, this study is the first to address this specific pro-environmental behavior and explore the potential moderating role of university studies programs, which proved significant.

Identifying Cognitive Mechanism Underlying Situation Awareness of Pilots' Unsafe Behaviors Using Quantitative Modeling.

Situation awareness (SA) of pilots’ unsafe behavior can ensure safety onboard. Thus, the cognitive mechanism that controls the SA leading to unsafe behavior must be articulated. This study employs the SA model and theory of planned behavior (TPB) to articulate a quantitative model of ship safe piloting. Firstly, the hierarchical classification framework of unsafe behaviors was constructed as an analytical foundation for rational and unconscious behaviors in sight of cognitive processes, and then the measurement elements of the cognitive mechanisms for behaviors were identified. Subsequently, based on the structural model, a hypothetical model of the cognitive path for unsafe behaviors was proposed by using the extended TPB, where there are four independent variables (i.e., attitude (ATD), subjective norm (SN), and perceived behavioral control (PBC)), one mediating variables (i.e., SA) and two dependent variables (i.e., behavioral intention (BI) and unsafe behaviors (BE)). Finally, this hypothetical model was analyzed with the data resources from extended TPB questionnaire of 295 pilots. Analysis results show that relationships of causation and mediation in the cognitive mechanism are in line with the behavior pattern and SA have a pronounced mediating effect and a strong relevance to the causal chain of extended TPB framework. This study integrated the SA three-level model to understand the motivation–cognition–action–feedback (MCAF) mechanism of pilots’ unsafe behaviors under cognitive mode of information processing through structural model. It would make a valuable contribution to the assessment and intervention of safety behaviors, and provide a basic framework for monitoring the situation awareness of pilot by man-machine interactive measurement technology in the future.

Extending the theory of planned behaviour to understand the effects of barriers towards sustainable fashion consumption

PurposeExtending the theory of planned behaviour (TPB), this paper aims to measure the relative importance of different barriers to sustainable fashion consumption (SFC).Design/methodology/approachExisting studies have mainly adopted a qualitative methodology for identifying barriers to uptake of SFC, this study uses six of the main identified barriers: environmental apparel knowledge, perceived value, price sensitivity, product attributes and variety, availability and scepticism into the TPB framework to test and reveal which barriers have the greater impact on the TPB cognitions and consequently on building intention towards SFC. To test this model a survey study among 669 consumers from Europe, Asian and North America was conducted, structural equation modelling is used to test the research hypotheses.FindingsFindings confirm the role of TPB cognitions on predicting intention and show that the proposed barriers provide a satisfactory explanation of the TPB model. Furthermore, results show that product attributes and variety and environmental apparel knowledge have the greatest impact on the TPB cognitions and on building intention towards SFC. Differences were found between the impacts of the price for the three continents.Originality/valueThis research contributes to the emerging sustainable fashion literature by examining the impact of different barriers to SFC in an extended TPB framework. To the best of our knowledge price sensitivity, availability and scepticism have never been studied in the context of sustainable fashion. It also provides a multifactor group analysis which uncovers differences among consumers from different continents.

Distracted Behavior of Pedestrians While Crossing Street: A Case Study in China.

Pedestrians are the most vulnerable road users in the traffic system and thousands of pedestrians are injured or killed globally as a result of traffic crashes every year. With their popularity and enriched functions, mobile phones are playing an increasingly important role in people’s lives, and records of vehicle crashes involving pedestrians have shown the hazards caused by distraction of mobile phone use, especially in the context of crossing the street. The present study employed the theory of planned behavior (TPB) to investigate the behavior of using a mobile phone while crossing the street in China. An online questionnaire based on the TPB framework was developed to collect data, and 387 eligible samples were retained after inspection. Mobile phone use while crossing the street is prevalent in China (i.e., 53%). The results show that three standard TPB constructs (i.e., attitudes, intention and perceived behavioral control) emerged as significant predictors of the behavior of using mobile phone while crossing, and two extended constructs (i.e., situation, mobile phone involvement) also significantly predicted the behavior. In addition, for this population, intention was the strongest predictor of the behavior among these significant constructs. Moreover, the results were discussed and compared with some existing studies and safety interventions were also provided.

An analysis of farmers’ intention to use green pesticides: The application of the extended theory of planned behavior and health belief model

Abstract The use of chemical pesticides in agriculture has damaged agricultural land, fisheries, fauna, and flora. Furthermore, increased mortality and morbidity of humans due to the unsafe use of chemical pesticides are the most prevalent and serious occupational hazards faced by farmers. The present study aimed to examine farmers’ intention to use green pesticides using two models – the theory of planned behavior (TPB) and the health belief model (HBM) – as the research framework (moral norms and self-identity were used on the TPB framework as additional constructs). The population was composed of farmers in the provinces of Kermanshah, Lorestan, and Hamedan in Western Iran of whom 480 farmers were sampled using the stratified random sampling method. The research instrument was a questionnaire. Structural equation modelling was used for data analysis. Results showed that in TPB, the constructs of moral norms, attitude, and self-identity accounted for 52.2 percent of the variance in the intention to use green pesticides. According to HBM, perceived benefits, perceived susceptibility, cues to action, and motivation could capture 61.2 percent of the variance in the intention. It was revealed that both theories could potentially predict intention, but HBM outperformed TPB in this sense. It is recommended to hold local and regional meetings for knowledge and technology sharing, develop infrastructure for production and distribution of inputs, emphasize the role of green pest management in the safety of agricultural crop producers and consumers through mass media, and farms with follow-up training programs.

How habit moderates the commute mode decision process: integration of the theory of planned behavior and latent class choice model

This study attempts to develop a comprehensive framework by integrating the theory of planned behavior (TPB) and latent class choice model, with aim to understanding how mode-use habits moderate the process underlying commute mode choice. By designating habit as the covariate in the class membership model, three segments with unique mode-use habit style are obtained. First, heterogeneity in the effects of socio-demographic variables and TPB-related cognitive factors on commute mode choice across segments are empirically confirmed. Second, by directly including the whole TPB framework into the choice model, the decision-making mechanism underlying commute mode choice is explicitly reflected, which significantly varies with respect to specific mode choice in each segment. Either “a habitual and automatic behavior” or “a deliberate and rational decision” is finally determined. This study provides an empirical support to the moderating role of mode-use habit in the commute mode choice process, with a particular focus on its moderating role in the effect of TPB-related factors. The findings suggest that strategies to manage transport modes ownership and usage must be targeted towards specific population groups in order to gain effectiveness.

Online food delivery services and behavioural intention – a test of an integrated TAM and TPB framework

PurposeThis research leverages an integrated framework that uses the technology acceptance model (TAM) and the theory of planned behaviour (TPB) to analyse the main drivers of users' intention to use food delivery apps. The purpose of this paper is to investigate the consumer's willingness to adopt online food delivery (OFD) using the models' constructs and extend them to consider food choices, convenience, trust and the effect of the perceived risks related to the coronavirus disease 2019 (COVID-19) pandemic as contextual factors.Design/methodology/approachThe study adopts the partial least squares approach to structural equation modelling (PLS-SEM) to examine the data. The final sample consists of 425 people in Italy.FindingsThe authors have found that combining the TAM and the TPB provides a valid and significant model that can be used to understand OFD users' behavioural intentions. Moreover, the results show that subjective norms have a stronger effect on behavioural intentions than the personal attitude and that trustworthiness and the perception of risks related to COVID-19 have different effects. Accordingly, the authors derive several theoretical and managerial implications from these results.Originality/valueThis research contributes to the current debate on consumer behaviour in the OFD context. Only a few studies have integrated the TAM and TPB models in this context. This paper sheds light on the factors useful in predicting people's choice to buy food via OFD. Furthermore, it highlights the key role of some contextual factors and subjective norms over more technical ones.

Hotel managers' intentions towards female hiring: An application to the theory of planned behaviour

Hotel managers who run daily operations and interview new employees play a vital role in gender equality. Based on the theory of planned behaviour (TPB), this paper examines the factors that affect hotel managers' intentions to hire females. Furthermore, this paper integrates gender attitudes into the TPB framework. Structural Equation Modelling was conducted with a convenience sample of 201 managers in Egypt. Results support the usefulness of the TPB framework. Specifically, managers' attitudes, subjective norms, and perceived behavioural control were positively associated with female hiring intentions, which, in turn, predicted female hiring behaviour. Results, however, reveal negative effects of gender attitudes on the TPB predictors. This paper contributes to the literature by examining the capacity of the TPB to predict female hiring intentions and extending this model by including gender attitudes as a relevant background variable. Results position gender attitudes as an effective window of intervention for influencing female hiring.

Inspiring good soldiers cross-culturally through the lens of the theory of planned behavior—which works best, norms or behavioral control?

Despite the growing popularity of organizational citizenship behavior (OCB) in hospitality, no significant studies have examined OCB through the lens of the theory of planned behavior (TPB). To address this gap, the present study aimed to examine whether norms (hotels' customer orientation) and perceived behavioral control (empowerment practices) can influence hotel employees' OCB toward internal and external customers, and whether culture can moderate the proposed relationships. A quantitative cross-cultural research design was supported with data collected from hotel employees in Australia and the U.S. The results showed that customer orientation (norm) was a universal predictor for all three types of OCBs while empowerment (perceived behavioral control) was only a significant predictor for employees' OCB toward customers. Culture moderated these relationships. The study extended the application of the TPB framework in understanding and predicting employees’ behaviors, opening up more opportunities for the application of the TPB to hospitality.

Exploring psychological factors of mobile phone use while riding among motorcyclists in Vietnam

Mobile phone use while riding is one of the five most common risky behaviors of motorcycle riders in Vietnam. This study investigated motorcyclist’s mobile phone use while riding intention and behavior based on the extended Theory of Planned Behavior (TPB) framework. Based on this framework, attitude, subjective norm, perceived behavioral control, habits, and health motivation underlying the rider’s mobile phone use while riding intentions and behavior were included in a questionnaire and captured by direct and indirect measurements. Small-displacement motorcycle riders (N = 291) completed the extended TPB based questionnaire. An exploratory factor analysis technique identified the selected factors (e.g., attitude, habit, etc.). Moreover, Structural Equation Modeling results showed moderate to good fits to the observed data. Therefore, the results supported the utilization of extended TPB framework in identifying factors of mobile phone use while riding intention and behavior. Specifically, negative attitude, perceived behavioral control, and mobile phone use while riding habit related to the intention to use a mobile phone while riding of small-displacement motorcyclists. Meanwhile, habit and behavioral intention related to the behavior to use a mobile phone while riding of small-displacement motorcycle riders. Especially, the correlation between behavioral intention and self-reported behavior was very strong. This finding embraced previous research indicating that intention was a major motivational component of behavior. Based on the results, safety intervention implications for small-displacement motorcycle riders were discussed.