Theory Of Planned Behavior Framework Research Articles

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

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

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

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

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

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

Integrating Personality Traits and Behavioral Theories in Mutual Fund Investments: Unveiling Investor Dynamics

This article explores the interplay between personality traits, particularly the Big Five model, and the Theory of Planned Behavior (TPB) in shaping individual investment decisions in mutual funds. Utilizing the TPB's framework, the study examines attitudes, subjective norms, and perceived control, linking them to investor intentions. Focusing on India's growing mutual fund industry, the article highlights key industry metrics, indicating robust growth in assets under management and retail participation. Comparisons with developed countries underscore India's untapped potential in mutual fund investments. The research delves into the determinants of investment decisions, considering rationality, socioeconomic factors, and the impact of personality traits. Theoretical frameworks and literature synthesis support the proposed behavior intention model. The findings emphasize the vital role of personality, particularly openness to experience, in influencing investment behavior. In conclusion, the study contributes insights for asset management companies in tailoring schemes to align with investor commonalities. Keywords: Investor, personality traits, Theory of Planned Behavior, Mutual Funds investment

A Descriptive Study Of Demographic Factors And Takaful Subscription In Kota Kinabalu Sabah Based On The Theory Of Planned Behaviour

This study investigates the multifaceted relationship between demographic attributes and the preferences for Takaful Protection within the diverse workforce of Kota Kinabalu City. Employing the Theory of Planned Behaviour (TPB) as its foundational framework, the research explores the collective impact of gender, age, religious affiliation, marital status, education, occupation, income levels, and work experience on individuals' decisions regarding Takaful Subscription. Using a cross-sectional research design and structured questionnaires administered to 102 respondents, the study reveals compelling insights. It demonstrates that age, marital status, education level, occupation background, income range, and work experience significantly influence Takaful choices, whereas gender and religious affiliation have minimal impact. Additionally, the study identifies the most preferred Takaful products and highlights barriers to participation, shedding light on a generally low Takaful Subscription within the surveyed population. The research applies descriptive statistical analysis, cross-tabulations, and chi-square tests as analytical techniques to unravel the intricate interplay of these demographic factors within the TPB framework, providing nuanced insights into the dynamics of Takaful decision-making among a diverse workforce. The findings of this study underscore the complex interplay of demographic factors in shaping Takaful participation within a diverse workforce in Kota Kinabalu City. While gender appears to have minimal influence, age, marital status, educational background, occupation background, income range, and work experience are the key determinants of insurance choices.

Drivers of consumers’ intention to adopt sustainable healthy dietary patterns: evidence from China

IntroductionIn line with the shift towards sustainable consumption, sustainable healthy dietary patterns (SHDP) have received considerable attention, but no study has examined Chinese consumers’ intention to adopt SHDP.MethodsBased on the theory of planned behaviour (TPB), this study integrated health consciousness, environmental concerns, and past eating behaviour to construct an expanded TPB framework for analyzing the factors influencing Chinese consumers’ intention to adopt SHDP. The mediating role of attitude between perceived value and consumers’ intention to adopt SHDP was also analyzed. The study empirically tested the research model using structural equation modelling estimation, based on the data collected from 402 local consumers in Wuxi, China.Results and discussionThe results showed that attitude, perceived behavioural control, health consciousness, and past eating behaviuor positively and significantly influenced consumers’ intention to adopt SHDP, whereas perceived value indirectly influenced adoption intention through attitude. Subjective norms and environmental concerns had no significant influence on adoption intention. Based on these findings, interventions through dietary education and information campaigns are recommended to enhance consumers’ value awareness and attitudes towards SHDP. Interventions, such as nudging, should be designed to enhance consumers’ perceived behavioural control and dietary practises. The findings of this study provide important insights for the development of dietary change intervention strategies.

How does gender affect pro-environmental behaviors? The case of a university in Bandung, Indonesia

Environmental issues require immediate attention and commitment from individuals, communities, and institutions. Universities have a crucial role in fostering a pro-environmental mindset among students. The extended Theory of Planned Behavior (TPB) helps understand pro-environmental intentions and actions by considering factors such as attitude, subjective norms, perceived behavioral control, trust, and risk perception. This study explores the role of gender in pro-environmental behaviors using the TPB framework. We explored gender differences and variations in the responses. Using a gender lens to discuss our data, this study advances gender-based pro-environmental behavior and comes up with recommendations for targeted interventions based on gender to enhance pro-environmental behaviors among university students.

Evaluation of the willingness to perform cardiopulmonary resuscitation (CPR) with automated external defibrillator (AED) among Hong Kong Chinese using the theory of planned behaviour framework: an online cross-sectional survey

IntroductionBystander cardiopulmonary resuscitation (CPR) and defibrillation by an automated external defibrillator (AED) in out-of-hospital cardiac arrest (OHCA) events were low in Hong Kong (HK). This study evaluated the willingness and...

The Role of Employees in Digital Transformation: A Preliminary Study on How Employees’ Digital Literacy Impacts Use of Digital Technologies

Even though digital technologies such as cloud technologies are prevalent in transforming businesses, the role of employees and their digital skills in the process is, to a large extent, neglected. This article brings forward the novel concept of digital literacy to explore the role of employees in understanding the wide variety of opportunities of digital technologies and their actualization. By treating digital literacy as the antecedent of cognitive behavior of employees in utilizing cloud technology at companies, we apply the Theory of Planned Behavior (TPB) for analyzing preliminary empirical data collected from 124 Australian employees’ technology use intentionality and behavior. The quantitative analysis shows that the TPB holds for the utilization of cloud technology and there is a positive relationship between employees' digital literacy and the utilization of cloud technology at companies. Overall, the study contributes to the technology management literature by offering a workable construct to measure the digital skills of employees in the form of digital literacy. Further, it expands the TPB framework by introducing digital literacy as a perceived behavior control variable that helps to examine the role of employees in digital transformation. The paper ends with implications and limitations of our preliminary study, followed with suggestions for future studies.

The Theory of Planned Behaviour doesn't reveal 'attitude-behaviour' gap? Contrasting the effects of moral norms vs. idealism and relativism in predicting pro-environmental behaviours.

The inconsistency between pro-environmental attitudes and behaviours called the 'attitude-behaviour' gap, has been reported in many scenarios relating to sustainable actions. However, the reasons for it are not entirely clear. It has been proposed that the 'attitude-behaviour' gap is driven by the moral dimension whereby moral attitudes fail to translate into subsequent moral behaviours. If so, the lacking integration of moral dimension into the environmental domain serves as a generalisable factor to improve the accuracy of predicting pro-environmental behaviours. Hence, we aimed to explore (i) whether the addition of a moral element to the Theory of Planned Behaviour (TPB) shows the 'attitude-behaviour' gap and (ii) whether the ethics position questionnaire (EPQ) is a more suitable measure of morality within the TPB framework, as compared to that of moral norms. The results from 181 US MTurk participants disclosed that the addition of the moral element to the TPB framework did not reveal the presence of the 'attitude-behaviour' gap, despite both moral norms and idealism significantly predicting pro-environmental attitudes. The findings do not indicate whether moral norms or idealism should be used as a more accurate measure of morality within the TPB framework, although relativism was found to have no significant effects. Further investigation of why the moral element does not reveal the 'attitude-behaviour' gap within the TPB framework predicting pro-environmental behaviours would help understand the reasons why rational choice models tend to overestimate theoretical vs. real-life engagement with sustainability.

How emotions and green altruism explain consumer purchase intention toward circular economy products: A multi‐group analysis on willingness to be environmentally friendly

AbstractCircular economy products are one of the solutions that can help solve the current environmental crisis and consequently achieve environmental sustainability. The theory of planned behavior (TPB) is the most important social psychological theory to explain individual purchasing behavior. However, the theory lacks a consideration of emotions, green altruism, and other factors. In order to address the research gap, this study proposes and tests a new theoretical model that incorporates variables such as emotions, green altruism, and the willingness to be environmentally friendly (WEF) into its extended model based on the TPB framework, in order to investigate the determinants that have an effect on Taiwanese consumers' purchase intention toward circular economy products. This study also uses multi‐group analysis (MGA) to analyze the moderating effects of WEF on its new theoretical model. It collected data from 387 Taiwanese consumers and analyzed the data using partial least squares (PLS). The research results showed (1) emotions, attitudes, green altruism, and perceived behavior control have a positive effect on consumer purchase intention toward circular economy products; (2) emotions have a positive effect on attitudes, green altruism, subjective norms, and perceived behavior control; and (3) groups with different levels of WEF have significant differences on consumer purchase intention toward circular economy products, in terms of emotions, attitudes, and green altruism. The results of this study can provide a reference for manufacturers and public policy makers to understand how consumers' emotions and green altruism can affect the decision‐making process to making purchase of circular economy products.

Understanding behavioural motivations for travel-based multitasking: A case study in Singapore

This study investigated three theoretical frameworks based on Theory of Planned Behaviour (TPB), Theory of Interpersonal Behaviour (TIB), and revised TIB, respectively, to examine the causality of travel-based multitasking behaviour. Using structural equation model, we validated the effects from intention, habit, and addiction on the behaviour, with empirical data of 500 respondents from travellers in Singapore. TIB and revised TIB are found with higher explanatory power compared to a standard TPB framework. Herein, effects of habit are found with stronger impacts on travel-based multitasking behaviour. Norm is found to significantly affect both people’s habit formation and smart device addiction formation. We therefore suggest policy-makers to consider the differences among intention, habit and addiction when designing interventions to alter people’s daily repeated behaviour. The impact from smart device addiction on multitasking is found to be less than expected despite the significant level, meaning the adverse effects in enabling travel-based smart device use could be less disruptive than anticipated.

Business professors’ behavior toward incorporating sustainability in the classroom – a theory of planned behavior perspective

Purpose Sustainability has emerged as a key concept in 21st-century education. The purpose of this paper is to identify faculty’s behavior and barriers to incorporating sustainability in business school classrooms and suggest potential ways to tackle them. Design/methodology/approach This study uses focus groups and interviews with faculty at a European business school using the theory of planned behavior (TPB) to explore their beliefs and practices in incorporating sustainability in the classroom. Findings The results show that business school faculty have a strong awareness of sustainability and a desire to incorporate it into the classrooms. Recommendations for deans and curriculum creators are proposed to reduce obstacles to successful implementation. Originality/value The perceptions of faculty, a key agent of change in the incorporation of sustainability in the classroom, are analyzed, and practical steps to support them are suggested through the use of a TPB framework.

The formation of citizens' intentions to purchase prefabricated housing in China: the integrating theory of planned behavior and norm activation model

PurposeThis study aims to develop an improved understanding of the formation of citizens' purchase intention to increase the adoption of prefabricated housing (PH).Design/methodology/approachAn integrative model of the theory of planned behavior (TPB) and norm activation model (NAM) was proposed based on previous studies. To verify the conceptual model, an analysis was conducted after data collection from a questionnaire survey. Lastly, findings were presented by explaining the formation of purchase intention in the egoistic and altruistic contexts. Practical implications were likewise discussed.FindingsFindings manifest that citizens' purchase intention is influenced by egoistic and altruistic cognitions. An effective strategy is to show citizens the pro-environmental features of PH to promote its adoption because they value the environmental performance of housing. Meanwhile, consumers' social fitness also plays an essential role in decision-making, and the dual contradiction in the PH market is revealed.Originality/valueThis study extends the knowledge of psychological decision-making theories in the field of purchase intention toward PH by proposing an integrative framework of TPB and NAM. Results indicate a systematic and comprehensive understanding of consumers' decision-making in the PH domain. Moreover, results of this research contribute to specifying and refining the applicable contexts of TPB and NAM by adding two antecedents: subjective knowledge and environmental concern. This research contributes to the literature by being one of the first to investigate purchase intention toward a high-cost product with invisible technological innovation.

A Study of Consumer Health Food Purchase Intentions Based on fsQCA Methodology in TPB Framework

In order to reveal the correlation path of consumer health food purchase intentions and to guide the benign development of healthy diet concepts, 310 samples were selected and research was carried out on consumer health food purchase with TPB theory as the core framework. The article replaces behavioral attitude (traditional variable in the TPB model) with perceived value, introduces a new variable: food information, and conducts a configuration analysis on four variables. The study found that: (1) Subjective norm constitutes a necessary condition for health food purchase intentions. (2) When subjective norm is high, other three antecedent conditions: perceived value, food information, and perceived behavioral control have a relationship of mutual substitution, i.e., they are equivalent in terms of results on health food purchase intentions. (3) There are three sufficient configurations that can stimulate the emergence of health food purchasing behavior, including autonomous perceived type, externally restricted type, and information-influenced type. This program not only improves and enriches the variables in the Theory of Planned Behavior (TPB), but also makes up the fact that health food purchase intention is the result of the joint influence of many factors——which is neglected by traditional quantitative method. Since the subjects tested are concentrated in first-tier cities, further support from other research samples is needed for the generalizability of the above conclusions.

Do they Intend to save? Saving behaviour intention among urban dwellers from low-income households

This study examines the level of saving behaviour intention among the households. Motivated by Ajzen’s Theory of Planned Behaviour framework, this study also examines the main factor affecting the households’ saving behaviour intention. A total of 148 questionnaires were distributed, and the data collected was analyzed using a descriptive and inferential statistics to meet the objectives of the study. The results suggest a low level of saving behaviour intention among the low-income households. The results also indicate that financial literacy was found to be the main factor influencing saving behaviour intention among the households.

Factors affecting the purchase intention of over the counter products in the self care actions of consumers

PurposeWithin the framework of the theory of planned behavior (TPB), this study aims to investigate which factors affect consumers’ purchase intention with regard to over-the-counters (OTCs), focusing on personal factors, including health consciousness and risk aversion, as well as rational factors, consisting of the level of knowledge, price consciousness and involvement in the purchase intentions.Design/methodology/approachDue to the necessity of finding the most crucial industry-specific indicators, it was decided to carry out two-stage research based on qualitative preliminary research and the main study. The findings obtained from the qualitative studies were integrated with insights gleaned from the literature to finalize the study’s conceptual model. The main study was based on a descriptive research design, and data were collected through an online survey. Structural equation modeling was the main technique used to test the model.FindingsHealth consciousness, level of knowledge and involvement in consumer purchase intentions affect either attitude or perceived behavioral control. Moreover, attitudes toward OTCs and perceived behavioral control were significant predictors of purchase intentions for OTC drugs. At the same time, subjective norms did not have a significant effect.Practical implicationsKnowing what influences consumer purchase intentions contributes to developing more effective marketing strategies and actions.Originality/valueThis study took an integrative approach to understanding the effect of personal and rational factors within the TPB framework for a changing tendency in consumer behavior of specific product categories.

Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB)

This research intends to understand post-pandemic travel intention toward rural areas by extending the theory of planned behavior (TPB). Social media use (SMU) and electronic word of mouth (eWOM) have been incorporated into the original TPB model as additional constructs to increase its predictive power. To date, no study has measured post-pandemic travel intention in the Indian context utilizing a modified model of TPB taking the studied variables; thus, this study fills this void. A sample of 305 respondents was collected on a convenience basis via an online questionnaire. The targeted population of this study were the Indian social media users who follow the web pages of travel agencies. “SPSS 20” and “AMOS 22.0” were used for the statistical analysis. The results reveal that attitude (AT), subjective norm (SN), perceived behavioral control (PBC), social media usage (SMU) and electronic word of mouth (eWOM) all have a beneficial impact on post-pandemic travel intention toward rural destinations. These factors explained approximately 53% (R2 = 0.529) of the variance in the post-pandemic travel intention toward rural destinations. A number of theoretical and managerial ramifications can be deduced from the findings of this study. The novelty of this research lies in its integration of SMU and eWOM into the original TPB framework to assess individuals’ post-pandemic travel intentions toward rural destinations.

Engagement in Social Distancing: An Empirical Test of Media, Intra-Family and Doctor-Patient Communication During the COVID-19 Pandemic

ABSTRACT Based on the theory of planned behavior (TPB), this study investigated how media presentations, intra-family communication, and doctor-patient communication influence compliance with social distancing orders during the initial COVID-19 outbreak. Results from an online survey in China suggested that media risk communication, intra-family communication, and doctor-patient communication enhanced respondents’ intention for social distancing via the mediations of positive attitudes, subjective norms, and perceived behavioral control. Additionally, trust in government, information verification, and active media engagement can improve the outcome of risk communication. This study underscores the value of TPB framework in fostering health promotion. By analyzing the interplay between psychological constructs and communication channels, this research contributes to a nuanced understanding of compliance behavior amid pandemics, facilitating informed policy-making and promoting public cooperation. Ultimately, these insights illuminate pathways to cultivate informed decision-making and responsible actions during health crises.

Factors influencing drink driving intention among motorcyclists in Vietnam

Objective Reducing drink driving amongst motorcyclists has been deemed as a potential area for improving road traffic safety in most developing countries. However, research efforts paid on determining the underlying factors of drink driving intention amongst this road user group has been still scant. To fill this gap, this study explored the factors influencing motorcyclists’ intention to drink and drive in Vietnam. Methods A questionnaire survey was conducted with a sample of 451 Vietnamese motorcycle riders. The theory of planned behavior (TPB) was utilized as a frame of reference to address this issue. Apart from the TPB standard variables (i.e., attitudes, subjective norms, perceived behavioral control) and extended TPB variables which have been previously investigated in literature (i.e., descriptive norm, past behavior, and risk perception), the present research introduced four extended factors to TPB including social sanctions, physical loss, perception of drink driving enforcement, and perceived ability to influence traffic police to avoid punishment. Results The results showed significant effects of attitudes toward drink driving, perceived behavioral control, past behavior and social sanctions on motorcyclists’ drink driving intention. In addition, the data showed that both new context-based variables (i.e., “perception of drink driving enforcement” and “perceived ability to influence traffic police to avoid punishment”) were significantly related to drink driving intention. Conclusions Various underlying factors of motorcyclists’ intention to drink and drive were identified under the TPB framework. The findings provide useful information for road safety interventions in Vietnam. In particular, making enforcement activities more visible to motorcyclists and putting more effort into reducing corruption and other illegal activities in the traffic police sector could be effective measures for obtaining desirable drink driving behaviors.