ABSTRACT Despite rising environmental awareness, consumer adoption of sustainable innovations like 3D-printed clothing remains low, highlighting a persistent attitude – behavior gap. This study introduces the Dual Norms Model (DNM), which integrates the Theory of Planned Behavior (TPB) and Diffusion of Innovation (DOI) theory while distinguishing between social norms (perceived expectations) and behavioral norms (observed peer actions). Survey data from 221 participants analyzed using PLS-SEM reveal that behavioral norms – not social norms – significantly mediate the influence of key innovation attributes (e.g. environmental benefit, compatibility, trialability) on adoption intention. These findings address limitations in TPB and DOI and suggest that marketing sustainable innovations should emphasize peer modeling over moral or informational appeals. The DNM offers a stronger framework for understanding sustainable adoption under uncertainty.

Social networks and the theory of planned behavior: How networks matter for healthy eating and meat consumption.

This study examines the diversity of entrepreneurial intentions among university students by extending the construct to include business versus social orientations and founding (“build”) versus participation (“activity”) roles. A cross-sectional survey was conducted with first-year students in Japan. Cluster analysis revealed three student types: Value-Initiator , Value-Contributor , and Traditional-worker . To understand each type's characteristics, the study compared their profiles using Theory of Planned Behavior (TPB), entrepreneurial competence based on EntreComp framework, and prior educational experience. Value-Initiator type exhibited high intentions across business and social domains, with strong attitudes, social norms, and initiative-oriented competencies. The Value-Contributor type showed high activity intentions but lower build intentions, indicating motivation for team-based value creation rather than for leadership. The Traditional-worker type demonstrated low entrepreneurial intentions, reflecting limited engagement with entrepreneurial or social initiatives. Comparative analysis revealed business practical education was strongly associated with higher build intentions, while social practical education mainly influenced activity intentions. These findings suggest entrepreneurship education should adopt differentiated approaches: experiential business practice to foster Value-Contributor into Value-Initiator, and career design education to encourage Traditional-workers to explore entrepreneurial mindsets. This study contributes to entrepreneurship education by proposing a multidimensional model of entrepreneurial intention and demonstrating pedagogical implications for an inclusive learning design. • Expands entrepreneurial intention into business/social and build/activity roles. • Identify three student types: Value-Initiator, Value-Contributor, and Traditional-worker. • Identify the characteristics of each type by TPB, EntreComp, and prior education. • Suggests differentiated pedagogical strategies for diverse student profiles.

Swimming lessons are an effective drowning prevention strategy, yet uptake remains socially patterned. Socio-structural factors such as parent age, sex and family income may shape parents' decisions to enrol their children in swimming lessons. According to the Theory of Planned Behaviour (TPB), people's beliefs, reflected in their attitudes, subjective norms and perceived control, drive health-related intentions. Socio-structural characteristics may therefore influence parents' intentions indirectly by shaping these underlying beliefs. This study examined an untested pathway, assessing whether socio-structural factors shape parents' beliefs and, in turn, their intentions to enrol children in swimming lessons. Parents (N = 323) of primary school-aged children without prior formal lessons completed an online survey. Latent variable structural equation modelling in R (Lavaan) tested direct and indirect relationships between socio-structural factors, TPB constructs and intention. The model demonstrated good fit. Parent age predicted attitudes, subjective norms and perceived control. Sex directly predicted intention, while income predicted perceived control. All three TPB constructs significantly predicted intention, mediating the effects of age and income. The model explained 70% of variance in intention. Parents' intention to enrol their children in swimming lessons is shaped indirectly by socio-structural characteristics through belief-based TPB constructs. This highlights the importance of integrating structural determinants into social cognition models to better understand inequities in preventive health behaviours. SO WHAT?: Strengthening positive attitudes, supportive social norms and parental confidence, while reducing financial and structural barriers to participation, may improve equitable access to swimming lessons and contribute to drowning prevention.

This study examines the predictive power of constructs from the health belief model (HBM) and theory of planned behaviour (TPB) in explaining malaria vaccine acceptance in Ghana in the post-COVID-19 era, while also assessing the reliability of these constructs within this context. A cross-sectional survey of 622 adults was conducted in two Ghanaian municipalities representing high- and low-malaria endemicity. Constructs from HBM and TPB, alongside contextual factors such as religiosity and traditional medicine use, were measured. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to assess construct validity and estimate their predictive relationships with vaccine intention. All constructs demonstrated strong reliability (Cronbach's α = 0.894-0.985) and convergent validity (AVE = 0.797-0.971). The model demonstrated strong predictive power, explaining 67.6% of the variance in vaccine intentions (R2 = 0.676). Attitudes (β = 0.578, p < 0.001) and perceived benefits (β = 0.531, p < 0.001) were the strongest predictors of acceptance. Perceived behavioural control had a marginal effect (β = 0.124, p = 0.064). Perceived disease vulnerability negatively predicted intention (β = -0.330, p = 0.006), while perceived severity and subjective norms were non-significant. HBM and TPB constructs are reliable and valid in predicting malaria vaccine acceptance in Ghana. Interventions should focus on strengthening positive attitudes and highlighting the benefits of vaccination, while addressing misconceptions among those who perceive themselves as most vulnerable. This study provides novel evidence on malaria vaccine acceptance in a post-pandemic context and underscores the utility of combining HBM and TPB for predicting preventive health behaviours in sub-Saharan Africa.

This study examines how teachers’ attitudes, concerns, and spirituality relate to sustainable behaviours and intentions to foster inclusive education (IE) in Indian higher education, drawing on the Theory of Planned Behaviour (TPB). We conducted a two-wave survey of 237 teachers from multiple institutions using closed-ended measures. Variance-based modeling (PLS-SEM) tested direct and mediated relationships, and fsQCA identified configurational pathways sufficient for high IE intention. PLS-SEM shows that attitudes and spirituality are positively associated with IE intention and that sustainable behaviours operate as a pivotal mediator, translating psychological factors (attitudes, concerns, spirituality) into stronger intentions to adopt IE practices. fsQCA reveals multiple equifinal combinations, including configurations where high attitudes and spirituality, with present sustainable behaviours, are sufficient for elevated IE intention, highlighting complementarities not visible in net-effect models. By integrating TPB with a focus on sustainable behaviours as a behavioural mediator and combining PLS-SEM with fsQCA, the study advances a comprehensive account of how psychological antecedents translate into intentions for inclusive practice in higher education in India.

This study examines the determinants of purchasing decisions, namely consumer trust, consumer experience, and consumer attitudes through purchase intentions at CV. Suara Mandiri Tegal, based on the Stimulus–Organism–Response (S-O-R) framework and the Theory of Planned Behavior (TPB). Using a quantitative approach, data were collected from 275 respondents through a survey. The results showed consumer trust, consumer experience, and consumer attitudes significantly influence purchase intentions. Consumer trust, consumer attitudes, and purchase intentions significantly influence purchase decisions, while consumer experience does not have a direct influence on purchase decisions but influences them indirectly through purchase intentions as a full mediating variable.

ABSTRACT This qualitative interpretative study investigated school stakeholders’ accounts of teachers’ adoption or non-adoption of evidence-based practices to promote the success of students with emotional and behavioural difficulties (EBD) in mainstream school settings. Semi-structured individual and group interviews were conducted with 127 stakeholders (principals, teachers, and educational support staff) from 10 primary and secondary schools. Guided by Ajzen’s Theory of Planned Behaviour, a thematic analysis revealed a predominance of obstacles over facilitators, with statements respectively related to behavioural beliefs, control beliefs, and normative beliefs. Perceived practice effectiveness was the sole facilitator within cognitive attitudes, while time constraints represented the main barrier. Affective attitudes highlighted concerns about the potential inequities for other students, and normative beliefs emphasised the role of explicit leadership, coherent school policies, and coordinated teacher implementation. This study suggests that successful inclusion of students with EBD requires comprehensive interventions addressing belief systems, organisational structures, and normative environments simultaneously.

ABSTRACT School placement is a key site where commitments to disability-inclusive initial teacher education (ITE) are tested in practice. This article examines how stakeholders understand and enact reasonable accommodation (RA) for disabled student teachers on placement, and why inclusive policies do not reliably translate into consistent practice. The study forms part of the cross-border EKARA project (‘Exploring Knowledge and Awareness of Reasonable Accommodation/Adjustments for ITE Students with Disabilities on the Island of Ireland’). A sequential mixed-methods design combined an online survey of staff involved in placement with two focus groups. Survey items were interpreted through the Theory of Planned Behaviour (TPB); qualitative analysis drew on EKARA themes, read through TPB, governmentality and doxa. Quantitatively, a minority of respondents reported having requested or provided RA, in a context of limited training, uneven knowledge and mid-range confidence and exploratory bivariate tests did not yield statistically robust predictors of RA practice. Qualitatively, seven themes showed how RA decisions are shaped by eligibility and recognition regimes, informal and relational practices, structural constraints, placement vulnerabilities, trust-based collaboration and staff uncertainty about roles and risk. The study reframes RA on placement as a governed practice, with implications for partnership protocols, staff development and disclosure-safe cultures.

Drawing from the theory of planned behavior (TPB) and cultivation theory, the current study explores how descriptive and injunctive norms are influenced by food-related social media use, and the impact it can have on food consumption and social media sharing intentions. An online survey was conducted with 243 participants. Findings revealed that using food-related social media use positively related to descriptive norms, injunctive norms, and attitudes toward social media content. Our findings suggest that descriptive norms, or the perception that friends and families are often consuming foods seen on social media, plays a factor in one’s intentions to share food-related content and mediates the intentions to consume food seen on social media. By exploring the role of relational influences on social media sharing behaviors and consumption intentions, this study can shed light on individual processes of food-related digital technology use and engagement. Understanding engagement with food content on social media can provide practical implications for food marketers and content creators.

This study aims to identify, classify, and analyse academic literature related to the adoption of sustainability certification in the palm oil sector, particularly Indonesian Sustainable Palm Oil (ISPO) and Roundtable on Sustainable Palm Oil (RSPO), using a Systematic Literature Review (SLR) approach. The method was applied to examine 164 academic articles, which were classified into five main dimensions: theoretical focus based on the Theory of Planned Behavior (TPB), the scope of certification policies, mapping of TPB onto ISPO and RSPO, and methodological approaches. The analysis revealed that literature exploring ISPO and RSPO certification practices dominates the corpus, with 110 articles (67.07%). A total of 46 articles (28.05%) focused on the theoretical application of TPB within agricultural and certification contexts. Two smaller yet significant categories, each representing 2.44%, mapped TPB to RSPO and ISPO, respectively. Quantitative approaches (47%) were the most prevalent, demonstrating the significant role of TPB in explaining adoption behaviour, although its explicit application within the ISPO context remains limited. Theoretical and qualitative methods (35%) were underutilised, while mixed-method studies accounted for only 18%. The novelty of this research lies in its systematic mapping across theoretical, policy, and methodological domains. Its originality is reflected in the integration of behavioural and policy perspectives within the sustainability context of the palm oil sector. The study concludes that further exploration of TPB in ISPO contexts and methodological diversification in future research are both urgently needed.

ABSTRACT Entrepreneurial intention (EI) has been widely examined within the Theory of Planned Behavior (TPB); however, limited attention has been paid to how everyday self-creativity operates and how the national context moderates these relationships. This study aimed to investigate the relationship between tourism students’ perceptions of self-creativity and their entrepreneurial intention in higher education in Türkiye and Kyrgyzstan. The antecedents of EI were analyzed using a mediation model, while country differences were tested through multi-group analysis. Data were collected from 285 tourism students and analyzed using PLS-SEM. The findings reveal that personal attitudes toward entrepreneurship and perceived behavioral control significantly predict entrepreneurial intention. Everyday interpersonal creativity has a positive and significant effect on EI. Everyday interpersonal creativity positively affects entrepreneurial intention among students in Kyrgyzstan, whereas everyday intrapersonal creativity is a significant predictor only for students in Türkiye. These findings underscore the importance of incorporating cultural moderation into intention-based entrepreneurship models.

Street food constitutes a culturally embedded and economically significant component of tourism destinations, yet the process linking consumption intention to experiential outcomes remains theoretically underexplored. This study extends the Tendency-Involvement-Experience (TIE) model by integrating it with the Theory of Planned Behavior (TPB) to explain tourists' street food experiences. Data were collected from 310 tourists in Türkiye using a structured questionnaire and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Attitudes and subjective norms significantly and positively influenced intention to consume street food, whereas perceived behavioral control did not exert a significant effect. Intention significantly predicted both food involvement and food experience. Moreover, food involvement mediated the relationship between intention and experience, confirming the sequential mechanism proposed in the extended model. The findings demonstrate that experiential outcomes in street food consumption are primarily driven by attitudinal and normative evaluations rather than control perceptions. By empirically validating the indirect pathway from intention to experience through involvement, the study proposes an Extended Tendency-Involvement-Experience Model and refines the application of TPB in experiential consumption contexts.

Purpose Urban areas worldwide face major sustainability challenges, particularly in transport, which significantly impact economic, environmental, social, and mental well-being. These issues are intensified by policies that overlook human behaviour. This study seeks to enhance public transport, an essential element of sustainable urban mobility, by examining behavioural influences and promoting effective public engagement. Design/methodology/approach Following a comprehensive literature review, a focus group discussion was conducted to validate and contextualize key variables influencing transport mode choices. A subsequent questionnaire survey assessed the relative importance of each variable and validated the applicability of the extended theory of planned behaviour (TPB), supported by expert interviews. Findings Public transport extends beyond physical infrastructure to encompass social and cultural dimensions. The study emphasizes addressing behavioural and cognitive patterns and provides a context-specific prioritization of key influencing factors to inform strategic development. Research limitations/implications This study is grounded in a tropical, lower-middle-income urban context. However, the extended TPB framework offers transferable insights for similar socio-economic settings. Practical implications The study provides practical insights for urban planners and policymakers to prioritize investments that align with human needs and behaviours. Social implications It promotes inclusive and sustainable urban mobility solutions that address diverse societal needs and enhance public well-being. Originality/value This study addresses an underexplored area by extending the TPB to six grounded variables, integrating both subjective and objective factors and providing an empirical prioritization to inform strategy and investment decisions.

Rehabilitation is very crucial for the treatment of chronic illnesses; it is still not widely used in primary healthcare in low-resource countries like Pakistan. Although there is ample evidence of gaps in the health system, behavioural factors that influence provider engagement with rehabilitation services remain poorly understood, especially regarding attitudes, social influences, and a sense of control over service provision. This study investigated how providers' attitudes, societal expectations, and perceived control affected their engagement in a rehabilitative health system-strengthening initiative in Pakistan using the Theory of Planned Behavior (TPB). This qualitative exploratory study was a sub study of ReLAB-HS initiative, which sought to incorporate assistive technology and rehabilitation services into primary care. Data was collected between July and August 2024 from two Networks of Care (Thatta and Swat) from the two provinces Sindh and Khyber Pakhtunkhwa. Participants (n = 61) were among the five cadres and purposefully chosen, including Lady Health Workers, Lady Health Supervisors, Primary Healthcare Providers, Rehabilitation Professionals, and members of Technical Working Group Data were analyzed using a combined inductive-deductive approach guided by the Theory of Planned Behavior (TPB), with coding and theme development conducted in Atlas.ti.24. Interviews revealed that providers' attitudes shifted from initial skepticism to recognizing rehabilitation as a crucial part of primary care, particularly after observing improvements in patient functioning. Subjective norms, reinforced through peer support and digital platforms such as WhatsApp, played a key role in sustaining engagement, although broader uptake was constrained by cultural norms and gender-related stigma. Perceived behavioral control improved with training and job aids, increasing providers' confidence to integrate rehabilitation into practice. However, persistent structural and environmental barriers including time constraints, heavy workloads, and limited access to assistive technology reduced providers perceived behavioral control and restricted sustained implementation. Despite these challenges, many providers adopted adaptive strategies to continue delivering rehabilitation services. Our findings demonstrate that attitudes, subjective norms, and perceived behavioral control collectively shaped provider engagement with rehabilitation services. Peer networks, supportive supervision, and capacity-building initiatives facilitated positive behavioral change; however, these alone were insufficient for long-term integration at the primary care level. Addressing structural barriers including weak referral systems, limited assistive technology, workforce shortages, and sociocultural stigma is essential for sustainable rehabilitation integration.

Despite the growing emphasis on entrepreneurship education, many university graduates continue to exhibit low entrepreneurial intention and engagement. Understanding how education and entrepreneurial mindset jointly influence this intention remains limited, particularly in non-Western contexts. Drawing on the Theory of Planned Behavior (TPB), this study investigates how entrepreneurship education and entrepreneurial mindset shape students’ entrepreneurial intention through the TPB constructs—attitude toward entrepreneurship, subjective norms, and perceived behavioral control (PBC). Using a self-administered survey, 190 valid responses from students at an Iranian public university were analyzed via structural equation modeling (SEM-PLS). The findings indicate that attitude and PBC significantly influence entrepreneurial intention, while subjective norms do not have a direct effect but exert an indirect influence through attitude and PBC. Entrepreneurship education positively affects PBC and indirectly influences entrepreneurial intention via PBC but does not directly predict intention, attitude, or subjective norms. Furthermore, entrepreneurial mindset significantly shapes attitude, subjective norms, and PBC, and indirectly influences entrepreneurial intention through these TPB components. Overall, the findings highlight the need for more experiential and practice-oriented educational approaches to ensure that improvements in entrepreneurial mindset and educational exposure translate into stronger entrepreneurial intention. Practical recommendations are offered to enhance the design and delivery of entrepreneurship education in higher education settings.

Background:Medical error reporting serves as a crucial indicator of healthcare professionals’ commitment, accountability, and reliability, which ensures patient rights, and also functions as a mirror of organizational culture, reflecting staff attitudes and practices regarding patient safety. This study was conducted to predict factors affecting nurses’ medical error reporting behavior using the theory of planned behavior (TPB) at Shiraz University of Medical Sciences, Iran, in 2024.Methods:This applied, cross-sectional study examined 280 nurses working in teaching hospitals. The required samples were selected using stratified random sampling proportional to size and simple random sampling methods. Data were collected using the Persian version of the medical error reporting questionnaire developed by Seyedin et al based on the theory of planned behavior and were analyzed and modeled through structural equation modeling (SEM) using Smart PLS 3.0.Results:The results showed that the model demonstrated a relatively strong overall fit (GOF = 0.342, SRMR <0.08, RSM Theta <0.12), and all its constructs were associated with and demonstrated predictive power for behavior, so that both direct and indirect paths on behavior were statistically significant (P < .001). However, perceived behavioral control (β = .385; f2 = 0.161) and behavioral intention (β = .378; f2 = 0.155) showed the strongest direct associations, and control beliefs (β = .175; f2 = 0.730) exhibited the greatest indirect association on behavior.Conclusion:The findings indicated that improving medical error reporting requires comprehensive attention to both behavioral and cognitive characteristics of nursing staff and providing a supportive environment that reinforces positive beliefs and attitudes toward error reporting. Practical recommendations include facilitating access to reporting systems, giving continuous feedback about reported errors to nurses and providing them with positive consequences, considering various rewards for timely and accurate reporting of medical errors, and creating continuous supportive mechanisms.

ABSTRACT This study investigates how behavioral factors, grounded in the Theory of Planned Behavior (TPB), influence CEOs’ resource allocation decisions between exploration and exploitation, and how these decisions impact organizational performance. An agent-based simulation model replicates the Iranian pharmaceutical market, incorporating three agent types: company agents (modeled using TPB), competitor agents (based on the Miles and Snow typology), and a market agent (structured around Porter’s Five Forces). Strategy effectiveness is evaluated through the Fuzzy Delphi Method, and the model is calibrated using eight years of real-world data through a genetic algorithm. The results show that CEOs who rely more heavily on personal attitude and perceived behavioral control (PBC)—rather than subjective norms—achieve greater market share, even without increasing resources. Furthermore, adapting CEO behavior based on competitor performance (i.e. dynamic learning) significantly enhances strategic outcomes. These findings highlight the role of behavioral adaptability in fostering exploration within dynamic markets. Further empirical validation across different organizational settings is needed to enhance the model’s generalizability. The study provides actionable insights for managers aiming to improve strategic agility by integrating behavioral traits and environmental dynamics into resource allocation decisions.

Purpose: Advances in artificial intelligence (AI) have led to the increasing use of chatbots to promote physical activity (PA) through personalised guidance and interactive feedback. However, little is known about how AI chatbots can support parents of individuals with autism spectrum disorder (ASD) in promoting home-based PA. Understanding parents’ perspectives on the use of AI chatbots to promote PA may be critical for designing practical guidance and interventions for individuals with ASD. Therefore, the present study aimed to examine parents’ perspectives on the use of AI chatbots to promote PA among individuals with ASD using the Theory of Planned Behaviour (TpB). Method: Participants in this descriptive qualitative study were 16 parents (13 females and 3 males) who participated in one-on-one semi-structured interviews. The interviews were transcribed for analysis and later analysed using thematic line-by-line analysis. Results: The findings revealed that parents had positive attitudes towards the use of AI chatbots to promote PA among individuals with ASD. According to parents, AI chatbots were useful for learning new information about PA and increasing PA levels among individuals with ASD. On the other hand, parents stated that AI chatbots did not provide much detail about some PAs and that they did not understand some PA terms. Therefore, parents stated that they repeatedly gave AI chatbots commands/prompts for each PA and often needed expert support. Conclusions: Results indicated a need for guidance to parents on the use of AI chatbots to promote PA among individuals with ASD.

The shift to circular agrosystems necessitates using new ideas like sustainable biochar, which provides many eco-beneficial attributes like enhancing soil fertility, storing atmospheric carbon dioxide, and retaining soil moisture. However, there is still a small number of farmers worldwide (particularly those located in low-income countries) adopting biochar. Accordingly, this research is focused primarily on determining how factors affecting behavior will influence the decision of wheat producers in Marvdasht County, in Iran’s Fars Province, to use biochar as a circular technology for farming. The study will focus on addressing issues related to environmental challenges (e.g., degradation of soil and drought) through the implementation of resource-efficient, sustainable agricultural technologies. The intent of this paper was to research the behavioral characteristics associated with wheat farmers who choose to use biochar in the city of Marvdasht, Fars Region, Iran, using a new Theory of Planned Behavior (TPB). The model is theoretically enriched through the inclusion of personal norms and connectedness to the land, allowing for a more comprehensive understanding of pro-environmental decision-making. Data was collected from a total of 386 wheat farmers through the use of a structured survey. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the software Smart-PLS 3.0. The results reveal that attitude (β = 0.342, p &lt; 0.001) and personal norms (β = 0.278, p &lt; 0.001) are the strongest predictors of behavioral intention, while perceived behavioral control showed a weaker but significant effect (β = 0.178, p = 0.049). Subjective norms do not have a significant direct effect (β = 0.115, p = 0.199) but significantly influence intention indirectly through personal norms (β = 0.100, p &lt; 0.001). Furthermore, connectedness to the land strongly affects personal norms (β = 0.420, p &lt; 0.001) and exerts a significant indirect effect on intention (β = 0.117, p &lt; 0.001), highlighting the importance of emotional attachment to land. The findings are significant because they demonstrated that farmers’ biochar adoption decisions are shaped not only by rational evaluations but also by moral obligations and emotional relationships with land. This study makes significant theoretical contributions by extending TPB with moral and relational constructs and empirically demonstrating their mediating roles in agricultural innovation adoption. The novelty of this study lies in integrating personal norms and connectedness to the land into the TPB framework to explain biochar adoption behavior within the context of circular agriculture in a developing country. Practically, the findings provide evidence-based insights for designing policies that integrate cognitive, ethical, and emotional drivers to promote biochar adoption and advance circular agriculture. Specifically, policymakers and extension agencies should prioritize behavioral-level strategies such as awareness campaigns, farmer training programs, and community-based initiatives that strengthen positive attitudes, environmental responsibility, and farmers’ emotional connection to land in order to enhance biochar adoption.