Theory Of Planned Behavior Components Research Articles

A Mediating Effect of Intention on the Relationship between Attitude, Subjective Norm, and Perceived Behavioural Control and the Turnover Intention Actual Usage among the SME Service Sectors Employees in Beijing, China

This study explores the mediating role of intention in the relationship between attitude, subjective norm, and perceived behavioral control on turnover intention and actual turnover behavior among employees in the SME service sector in Beijing, China. Drawing on the Theory of Planned Behavior (TPB), we hypothesize that employee attitudes towards their job, the influence of subjective norms, and their perceived control over leaving their job collectively influence their turnover intentions, which in turn affect their actual turnover behavior. Data were collected through a structured questionnaire administered to a sample of SME service sector employees in Beijing. Structural equation modeling (SEM) was employed to test the proposed hypotheses and the mediating effect of intention. The findings reveal that intention significantly mediates the relationship between the three TPB components (attitude, subjective norm, and perceived behavioral control) and turnover behavior. Specifically, employees with negative job attitudes, high subjective norms favoring turnover, and high perceived control over leaving are more likely to form strong turnover intentions, which subsequently lead to actual turnover. These results offer valuable insights for SME management in Beijing on the importance of addressing employee attitudes, norms, and perceived control to mitigate turnover rates. The study contributes to the broader literature on employee turnover by highlighting the critical mediating role of intention and providing a nuanced understanding of the TPB in the context of SME service sectors in China.

An Empirical Study on the Turnover Intention among the SME Service Sectors Employees in Beijing, China: A Theory of Planned Behaviour Approach

This empirical study investigates the turnover intention among employees in the SME service sector in Beijing, China, using the Theory of Planned Behavior (TPB) as a theoretical framework. The research aims to understand the key psychological and social factors influencing employees' intentions to leave their current positions. Data were collected through a structured questionnaire administered to 400 employees across various SMEs in Beijing's service industry. The questionnaire measured attitudes towards turnover, subjective norms, perceived behavioral control, and turnover intention. The findings indicate that all three components of TPB significantly predict turnover intention. Attitudes towards turnover, shaped by job satisfaction and perceived job alternatives, emerged as the strongest predictor. Subjective norms, influenced by peer and family expectations, also play a critical role in shaping turnover intentions. Perceived behavioral control, which includes employees' confidence in securing new employment and perceived ease of leaving their current job, further contributes to the prediction model. The study highlights the importance of addressing both individual and contextual factors in managing turnover intentions. For SME managers, fostering a supportive work environment and enhancing job satisfaction can mitigate turnover risks. Moreover, understanding the influence of external social pressures and enhancing employees' perceived control over their career decisions can provide additional strategies to retain talent. This research contributes to the limited literature on employee turnover in China's SME service sector and offers practical insights for improving employee retention strategies. Future studies could explore longitudinal data to understand the dynamics of turnover intention over time and examine the role of additional variables such as organizational commitment and job stress.

An integrated theory based-educational intervention to change intention to have a child: study protocol of a cluster randomized controlled trial

BackgroundIn high- and low-income countries, declining birth rates have become a global concern. Couples do not have enough information about the complications of delaying and reducing childbearing and this leads them to make inappropriate decisions. Therefore, this study aims to evaluate whether an educational program based on integrating the Theory of Planned Behavior (TPB) and the Trans-Theoretical Model (TTM) affects child-free couples’ intention to have children and minimizes the consequences of this decline.MethodsThirty couples (intervention, n = 15; control, n = 15) will be enrolled in this cluster randomized controlled trial. After collecting baseline data and separating participants in the pre-contemplation and contemplation stages based on the TTM, the samples were randomly assigned to the intervention and control groups. The intervention group will receive 60-min training based on TPB components for 4 weeks. The first follow-up assessment was performed immediately after the intervention and the final assessment 6 months later. For all 3 time assessments, three questionnaires will be used: The knowledge questionnaire, the TTM, and the TPB questionnaire. The most important consequences are changes in knowledge, attitudes, subjective norms, perceived behavioral control, and stages of intentions to have children.DiscussionDecision-makers will use the results of this study as a basis to design appropriate, transparent, and useful policies and interventions to improve or stop the decline of the fertility rate at the national level. Also, this study will help young couples who wish to have a child in their lifetime by providing relevant information so that they do not miss this opportunity and face the consequences of delaying having a child.Trial registration This study was approved by the Iranian Registry of Clinical Trials (IRCT), Number: IRCT20220618055210N2, Date of registration: 2023-10-03

Entrepreneurial Attitudes in Firms’ Credit Access

Although enterprises make significant contributions to the GDP of countries, bank credit access is one of the biggest obstacles for them to survive. However, businesses can signal their entrepreneurial behaviors that are included in the Theory of Planned Behavior (TPB) to reduce banks’ concerns about their credit default. However, firms can have various entrepreneurial attitudes depending on their international activities that increase their innovativeness, and financial performance enabling credit access. Thus, the impact of TPB on credit access can differ depending on firms’ internationalization status and this is the main of this study to examine. For this purpose, this paper analyzes 1175 firms from various countries. The researchers apply a purposive sampling method to create a research sample and direct an internet-mediated questionnaire to the selected respondents. Binary Logistic Regression analyses have been performed by the researchers to investigate the impact of TPB on credit access. The results show that the components of TPB, personal attitude, personal behavioral control, and subjective norms have different impacts on the credit access of international and domestic companies. Personal attitude and subjective norms negatively affect bank credit access of international and domestic firms, respectively while they do not determine credit access of domestic and international firms, respectively. Moreover, personal behavioral control positively affects credit access of domestic and international companies. The reason for these results might be related to firm-level and country-level characteristics. Relationship lending and the educational and financial support of academicians and policymakers can provide solutions for credit access problems of firms.

Modeling Determinants of Lifelong Learning According to the Theory of Planned Behavior: A Proxy-Based Approach Using PIAAC Data

In today's world, lifelong learning (LLL) is a key element of individual and societal success. However, despite knowing potential determinants of LLL, we do not yet understand how they interact to facilitate LLL. Therefore, the present study aims to verify the usefulness of the Theory of Planned Behavior (TPB) in predicting LLL. We applied a survey data-based approach by building proxies of TPB components for LLL based on the German PIAAC dataset. Our TPB-based path models explained both participation in non-formal LLL and engagement in informal LLL in a large heterogeneous sample of the German working population, also when controlling for influential socio-demographic determinants of LLL. Thereby, our results provide first evidence that TPB lends itself as core of a LLL process model that can serve as a basis to integrate further well-studied determinants of LLL participation and then can be tested in longitudinal multi-level studies.

Extended theory of planned behavior to explain the influence mechanism of low-speed driving behavior.

Low-speed driving is an underestimated dangerous behavior that may cause safety issues, such as speed dispersion and traffic flow bottlenecks. To investigate the influence mechanism of low-speed driving behavior, this study constructed the low-speed specific model (LSSM) by extending theory of planned behavior (TPB). The LSSM incorporated two factors, namely, risk perception and behavior habit, into the standard TPB components (attitude, subjective norm, perceived behavioral control, and behavior intention). Web-based questionnaires were used to collect data from a valid sample of 374, of which males accounted for 50%. The participants were aged from 18 to 65 years (M = 35.40, SD = 0.88). The structural equation model was applied to calculate and validate the interrelationships among the components of LSSM. Results showed that the LSSM could explain the variance in low-speed driving behavior and behavior intention by 46% and 76%, respectively. Meanwhile, attitude (β = 0.52, p < 0.001) and behavior habit (β = 0.48, p < 0.001) had the strongest positive influence and prediction power over low-speed driving behavior, respectively, whereas subjective norm (β = 0.05, p > 0.01) and perceived behavioral control (β = -0.12, p > 0.01) showed few significant in influencing the intention. LSSM also showed that people who were sensitive to driving risk perception would avoid low-speed driving behaviors and attitudes. Our findings may provide theoretical support for interventions on low-speed driving behavior.

The impact of the residential environment on Chinese older people's aging-in-place intentions: A mediation and moderation analysis

Aging populations around the world are growing rapidly. Older people prefer to age in place, but they have health needs that require environmental support at the community level. Drawing on Sen's capability approach, we argue that as chronic conditions are inevitable when older people become frail, the policy should focus on providing conversion factors to support older people's capabilities to live independently. The empirical studies, therefore, investigate how residential environment characteristics as conversion factors influence aging-in-place intentions. This study conceptualizes the aging-in-place concept as an intention predicted by three constructs of the theory of planned behavior (TPB) (attitude, subjective norm, and perceived behavioral control). Drawing on a survey of older respondents in Beijing, this study used mediation and moderation analysis to examine the effects of environmental conversion factors on aging-in-place intentions, particularly if these factors increase the perceived behavioral control to live independently. The results show that home accessibility and meeting opportunities positively correlate with aging-in-place intentions. Three TPB components fully mediate such positive effects, with perceived behavioral control having the largest mediation effect. Additionally, meeting opportunities are more influential on aging-in-place intentions for non-frail older adults due to the more significant influence meeting opportunities have on their perceived behavioral control. The results contribute to understanding how the residential environment supports aging in place by supporting older people's capabilities. The results can be used to provide policy recommendations for developing more effective community-based interventions for older people.

The role of structural social capital in driving social-oriented sustainable agricultural entrepreneurship

Sustainable agriculture and structural social capital (SSC) have emerged as critical players in socioeconomic recovery and sustainable food supply chains. Therefore, implementing transformation toward sustainable agriculture is necessary, considering situational conditions are crucial prerequisites. However, studies have yet to thoroughly examine the role of this social capital (SC) type in influencing sustainable agricultural entrepreneurship (SAE) under the socially impacted supply chain perspective. We clarify these critical knowledge gaps with the variable of facilitating conditions (PFCs) investigated as a mediator. To do so, this research adopts (1) established theoretical lenses in the form of SC and social entrepreneurship (SE) theories and theory of planned behavior (TPB); (2) a mixed-methods approach in the form of in-depth interviews and the survey; and (3) structural equation modeling using data collected from 416 agricultural entrepreneurs in Vietnam. This structural approach helps rigorously evaluate causal relationships based on a reliable scale validation process due to incorporating measurement error and correlated measurement error into the model ignored by some other popular approaches (e.g., regression equations). This research contributes to (1) the reconciliation of scales of the existing constructs, (2) the development of a new scale (i.e., PFCs to SAE), and (3) the discovery of relationships among SSC, PFCs, TPB's components, and intention to SAE (i.e., ISAE). The result shows the critical role of SSC in driving ISAE, and thus, it significantly contributes to the existing SC, TPB, and SE literature. It is also helpful for socially driven agricultural entrepreneurs in developing countries amid ongoing challenges.

Comparing Older Parents' and Adult Children's Fear of Falling and Perceptions of Age-Friendly Home Modification: An Integration of the Theories of Planned Behavior and Protection Motivation.

This study investigated how a fear of falling affects perceptions and behavioral intentions toward age-friendly home modification (AFHM) in older parents and adult children by integrating the theory of planned behavior (TPB) to explain AFHM decision-making processes and the protection motivation theory to explain the impact of a fear of falling on AFHM intention. The target population comprised older parents (≥75 years old) and adult children (45-64 years old) in Busan, South Korea (N = 600). The participants completed a self-administered questionnaire in March 2022. Independent t-test and path model analyses were conducted to compare primary constructs between older parents and adult children and analyze the relationships among a fear of falling, TPB components, and AFHM intention. Results showed that both groups had positive attitudes toward AFHM. However, adult children showed significantly higher rates of having a fear of falling, lower perceived behavioral control, and higher AFHM intention than older parents. The proposed research models were partially supported in the older-parent group and fully supported in the adult-children group. Adult children play a critical role in AFHM, along with older adults who are directly involved in an aging society. AFHM-supporting programs, including monetary and human-force assistance, education, related public advertisements, and an active AFHM market, should be expanded.

Theory of planned behavior and value-belief norm theory as antecedents of pro-environmental behaviour: Evidence from the local community

ABSTRACT Native residents are indispensable participants in developing and conserving the natural environment. Specifying the factors that lead to responsible behavior among the local people can help increase sustainability. This paper aims to investigate the pro-environmental behavior among the local residents of the Kashmir region defined by the components of Theory of Planned Behavior (TPB) and Value Belief Norm (VBN) Theory. To analyze the data, Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) has been used as research methods. The results reveal that the three components of TPB (general environmental attitude, subjective norms, perceived behavior control) have a positive and significant impact on the pro-environmental behavior of residents. Moreover, the findings also demonstrate that the factors of VBN (altruistic, egoistic and biospheric values) significantly influence the general environmental attitude which in turn impacts the pro-environmental behavior of local residents. The paper seeks to contribute to the existing literature by adding local community insights based on the explanations given by socio-psychological theories within the context of natural environment. The study will help policymakers to understand better the residents’ intentions and pro-environmental behavior so that they can develop strategies to manage and combat the environmental problems.

A study of the extended model of the theory of planned behavior using the perceived support model

There is a greater interest in understanding entrepreneurship intentions among youngsters and researchers frequently use the theory of planned behavior (TPB) for this purpose. However, factors influencing the TPB components are little explored. Keeping in view the research gap, in the present study, the TPB model is extended based on the Perceived Support Model. Thus, the objective is to test the effects of the three dimensions (educational, relational, and structural) of the perceived support model on the components of the TPB. The study is based on a cross-sectional survey method of data collection and the sample consists of Omani youngsters in the age range of 18 to 30 years (n=662). The analysis includes Confirmatory Factor Analysis for establishing the reliability and validity; and path analysis for testing the hypotheses. The results show an insignificant influence of perceived educational support on all of the dimensions of the TPB; while a positive and significant influence of perceived relational support on all the dimensions of the TPB. Furthermore, the result shows a positive and significant influence of perceived structural support on subjective norms and perceived behavioral control. Finally, attitude, subjective norms, and perceived behavioral control have positive and significant effects on entrepreneurship intention. Overall, our result shows that the perceived support model can be used to understand entrepreneurial intentions as well as the components of TPB. A number of recommendations are made based on the findings of the study.

Predicting adherence to COVID-19 behavioural guidelines: a comparison of Protection Motivation Theory and the Theory of Planned Behaviour

Objective To compare the utility of Protection Motivation Theory (PMT) and the Theory of Planned Behaviour (TPB) for understanding diversity in adherence to COVID-19 behavioural guidelines. Methods and measures A representative sample (N = 600) completed two online questionnaires: One that included measurements of PMT and TPB components that predict behaviour, and another (after one week) consisting of adherence to COVID-19 behavioural guidelines. TPB was represented by a single model, while PMT was represented by three models: Model 1, which did not include a measure of protection motivation; Model 2, which included protection motivation – represented by behavioural intentions; and Model 3, which was similar to Model 2 and included a direct link from self-efficacy to behaviour. Results The TPB model displayed the best fit-to-complexity ratio (i.e. information criterion), and its capacity to explain adherence was similar to PMT Models 1 and 2, but lower than Model 3. Conclusion The findings highlight the need to reach a consensus regarding the definition and measurement of protection motivation. While the TPB model exhibited superior fit-to-complexity ratio, variance was better explained when self-efficacy was included, and interventions may benefit from targeting different constructs depending on the context.

Assessing public perception and willingness to pay for renewable energy in Pakistan through the theory of planned behavior

With growing urbanization and increasing world population, energy demand also increases. A significant portion of the world’s energy comes from fossil fuels, and these sources of energy are declining rapidly at the current consumption rate. There are also growing environmental concerns on the use of fossil fuels increasing greenhouse gas emissions. In this regard, renewable energy (RE) shows promising solutions which are both sustainable and environmentally friendly. Developed countries and leading organizations are investing heavily in the RE sector. However, the developing world has anxieties over social acceptability and people’s willingness to pay for renewable energy. This study is conducted in Pakistan to understand the public perception and willingness to pay. The Theory of Planned Behavior (TPB) was utilized with background factors such as awareness, perceived advantages, perceived challenges, and moral obligations to examine its influence on people’s willingness to pay. In addition to this, the study also assessed the indirect effects of background factors (awareness, perceived advantages, and perceived challenges) on willingness to pay through public attitude. Furthermore, the indirect relationship between background factors (awareness and moral obligation) and willingness to pay through subjective norms was also examined. A total of 512 samples were gathered from participants and were analyzed through partial least square–structural equation modeling (PLS-SEM) and SPSS. The study findings are very interesting and back up our hypotheses that the background factors (awareness, perceived advantages, and perceived challenges) are positively associated with public attitude and have an indirect effect on willingness to pay through public attitude. Similarly, variables such as awareness and moral obligation are negatively and positively associated with subjective norms, respectively. However, the variables, awareness and moral obligation, have no indirect relationship with willingness to pay through subjective norms. Additionally, the study reveals that the components (attitude and perceived behavior control) of TPB have a significantly positive effect on willingness to pay. The study also concludes that the participants having formal education and knowledge about climate change and renewable energy are inclined toward green energy and are willing to pay, and they are hardly influenced by others' opinions. Furthermore, the study also provides insights for policymakers, suggestions, and recommendations for the future.

Brief intervention and the Theory of Planned Behavior: A randomized controlled trial among adolescents

Brief Intervention (BI) is a successful tool for reducing adolescent drinking, although little is known about how it works to change behavior. Components of the Theory of Planned Behavior (TPB) predict alcohol consumption in this population; thus, modifying them through BI could be beneficial. This study aimed to determine if BI for alcohol drinking among adolescents affects the TPB components’, considering readiness to change. Participants were 102 Argentinean high school students (age M = 15.08, SD = 1.38, 85% male). We compared two groups: 1) evaluation about alcohol consumption, TPB’s components and readiness to change 2) same evaluation plus a BI. After three months, the BI group showed a significant reduction in intention (β =-1.21; p&lt;.05) and perceived social norms (β =-2.79; p&lt;.01). However, readiness to change did not predict any changes in TPB’s components. This study contributes to understanding BI’s mechanisms of change and closing the evidence gap from Latin America.

Impact of personality traits on start-up preparation of Hong Kong youths.

Entrepreneurship is a tool for driving economic and social progress. Especially in Hong Kong, the government has recently taken steps to encourage young people to engage in entrepreneurship. However, Hong Kong youths' entrepreneurial intentions are still low. The objective of this study is to empirically explore the impacts of personality traits on start-up preparation among Hong Kong youths through the constructs of the theory of planned behavior (TPB). Through a multi-channel survey, we finally collected 230 valid respondents aged 18 to 40. In addition, this study used SmartPLS software to conduct confirmatory factor analysis for the measurement model as well as path analysis for the structural model. This study's results suggested that creativity, risk-taking propensity, need for achievement, and internal locus of control influence TPB models' components and indirectly influence start-up preparation through TPB models' components. Also, attitude and perceived behavioral control influence intention, and intention influences preparation. Furthermore, prior entrepreneurial experience and entrepreneurship education positively influence preparation. In conclusion, this study revealed the mediating effects of TPB components between four personality traits and start-up preparation. Finally, this study had theoretical implications by providing the influence of six personality traits on youths' entrepreneurial intention and preparation through the TPB model and the human capital theory. This study also had practical implications by providing suggestions for the government and higher education institutions.

Integrated environment-smart agricultural practices: A strategy towards climate-resilient agriculture

This article proposes an integrated farming approach, namely environment-smart agriculture (ESA) that determines the climate-resilience potential of a farm. A composite index is formulated including various environment-smart agricultural practices (IEP) that focus on the five most affected target areas of farm environment and climate. The IEP is then validated by analysing the on-farm environmental impact and farmers’ behaviours in the underlying theory of planned behaviour (TPB) framework. The TPB components, attitude and subjective norm are defined by the index of benefits from the ESA, and the index of experienced climate change conditions respectively, while perceived control corresponds to the index of constraints in adopting ESA and farm-specific agro-economic and socio-economic attributes. The empirical testing employed a structural equations model (SEM) to estimate the proposed IEP on a sample of 103 farms in two north-western districts of Bangladesh. Results demonstrate that the adoption of integrated ESA practices mitigates post-harvest environmental problems and helps cope with existing climate change conditions. Therefore, farm-level investment in ESA practices, i.e., the use of corrective, preventive, and local standard measures in an integrated way will contribute to the climate-resilience potential of a farm.

Can't drive, I'm drunk – Exploring factors influencing the intention to drink and drive among Indian drivers

The crash risk of drivers increases significantly while driving under the influence of alcohol. However, the drivers' intention to drink and drive has not been explored yet in the context of a developing country like India. The present study applied an extended version of the theory of planned behaviour (TPB) to investigate the psychosocial predictors of drunk driving intentions of Indian drivers. 252 drivers participated in a self-reported survey designed for the study. Apart from the standard TPB components (attitudes, subjective norms, and perceived behavioural control), the survey also captured the extension measures such as risk perceptions, moral norms, traffic fatalism, sensation-seeking, conformity tendency, past engagement in drunk driving, crash history and driver demographics. The standard TPB model was successful in explaining 68.6% of the variance in the intention to drink and drive. The attitudes displayed the strongest influence on the intention (β = 0.696, p < 0.001), followed by perceived behavioural control (β = 0.180, p < 0.001); whereas subjective norms showed a moderate significance in influencing the intention (β = 0.062, p < 0.1). Among the extension variables, past behaviour showed the strongest influence on the intention to drink and drive (β = 0.123, p < 0.05), followed by sensation-seeking (β = 0.080, p < 0.05) and traffic fatalism (β = 0.072, p < 0.1). The extended TPB model explained 72% of the variance in the intention to drink and drive. The study findings can assist in the development of strategies/interventions to reduce drunk driving incidences.An earlier version of the paper was presented at the TRB 101st Annual Meeting, Washington, D. C., 2022.

Education Makes the Difference: Work Preferences of Young Adults with Physical Disability.

This study focused on the work preferences of young adults with physical disabilities (YAPD) in Israel and the variables that affect those preferences. The theory of planned behavior (TPB) was employed to explain work preferences. We examined direct and indirect links between education and socioeconomic status (SES) in a comprehensive model that tested the mediating role of the TPB and self-assessed health. A cross-sectional study was conducted throughout 2017. Participants included 348 YAPD aged 18–30 not yet integrated into the workforce. Exploratory factor analysis of work preferences yielded three dependent variables: ‘intention to work’, ‘interest, security, and advancement at work’, and ‘willingness to work in the free market’. Data analysis included correlations and path analysis by structural equation modeling. Education was positively associated with all work preferences, while SES was positively associated with ‘interest, security, and advancement at work’. Subjective norms mediated the relation between education and ‘intention to work’ and ‘interest, security, and advancement at work’. Self-efficacy mediated the relation between SES and ‘interest, security, and advancement at work’. Finally, self-assessed health mediated between SES and self-efficacy. Education is a crucial human capital in predicting work preferences of YAPD. The TPB components are important factors in predicting work preferences.

Beyond pro-environmental consumerism: role of social exclusion and green self-identity in green product consumption intentions.

In the context of social exclusion and pro-social or pro-environmental behaviors, past research has yielded inconclusive results. This study extended the theory of planned behavior (TPB) by including green self-identity (GSI) as a boundary condition to check the impact of social exclusion on green product consumption intentions through TPB's components. This study collected data from 476 respondents through online questionnaires. Structural equation modeling (SEM) technique was applied to test the proposed model. Green product attitudes, subjective norms about green products, and perceived behavioral control (PBC) were significantly predicted by social exclusion. Our results also reveal that TPB's components play an interceding role between social exclusion and green product consumption intentions. Moreover, regarding boundary conditions of GSI, the interaction between social exclusion and GSI was significant for green product attitudes and subjective norms about green products; however, it was not significant for PBC. Furthermore, the results of moderated mediation revealed that green self-identity moderated the indirect effects of social exclusion on green product consumption intentions through green product attitude and social norms about green products. Moreover, these effects were not significant in the case of PBC. This study has several implications for organizations and policymakers in the context of social exclusion and green product consumption.

Can religiosity alter luxury and counterfeit consumption? An empirical study in an emerging market

PurposeThe purpose of this study is to describe the effect of religiosity on luxury and counterfeit purchase intentions and to determine the role of consumer ethics in the context of counterfeit purchase intention. The conceptual framework is based on Theory of Planned Behavior (TPB). In the context of counterfeit consumption, religiosity is proposed to be an added component to the theory, while ethical consumption is proposed to mediate the relationship between religiosity and counterfeit purchase intention. In the context of luxury consumption, religiosity is proposed to precede TPB components which then affect luxury purchase intention.Design/methodology/approachThis is a descriptive study; this study uses a mixed-methods approach, where eight semi-structured in-depth interviews and 500 surveys were conducted and distributed to Egyptian luxury consumers.FindingsThe major results suggest that religiosity and ethical consumption negatively affect counterfeit purchase intention as proposed. The results also reveal that religiosity did not necessitate a negative attitude toward luxury consumption. Religiosity was found to have a positive effect on attitudes, subjective norms and perceived behavioral control. Only subjective norms had significant effect on luxury purchase intention in the research context.Originality/valueThis paper contributes to the TPB by adding religiosity to the theory components as well as integrating the theory of planned behavior with Consumer’s Ethics theory in the context of counterfeit consumption. The study is an attempt to compare between luxury and counterfeit purchase intention while considering the role of individual’s religiosity in these purchases.