The growing demand for in vitro fertilization (IVF) services in Indonesia poses challenges for fertility clinics, including the experienced Teratai Clinic since 2006. Fluctuating success rates and high costs erode patient trust and purchase intention. This study examines trust's influence on purchase intention, using the Theory of Planned Behavior (TPB) as an intervening variable in IVF services at Teratai Clinic. A quantitative approach distributed questionnaires to IVF patients via purposive sampling. Data analysis employed Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS software. Results show trust positively affects purchase intention (-statistic = 2.686; = 0.007), TPB (-statistic = 2.698; = 0.007), and TPB influences purchase intention (-statistic = 3.290; = 0.001). TPB mediates trust's effect on purchase intention (-statistic = 3.709). Findings highlight trust-building via information transparency, medical credibility, and service quality to boost IVF interest. Practical implications urge Teratai Clinic to enhance digital communication, testimonials, and innovations for sustainable trust. Theoretically, the study advances consumer behavior research by positioning TPB as a psychological bridge between trust and purchase intention.

Psychological perception of water scarcity, despite its strong correlation with water-saving behavior, has not been explored within major behavioral theoretical frameworks. This study develops an extended Theory of Planned Behavior (TPB) model incorporating psychological perception of water scarcity as an antecedent variable. This research paper investigates how scarcity perception impacts water-saving behavior by examining three mediating mechanisms: attitude, subjective norm, and perceived behavioral control. Additionally, it assesses the extended model's incremental explanatory power over the original model. Using data taken from China General Social Survey, this study uses structural equation model for path analysis and Bootstrap methods to test mediating effects. According to the findings, perceived scarcity is a significant predictor of all three main constructs of the Theory of Planned Behavior. The attitude path makes the biggest contribution as all three chained mediating paths are significant. The extended model demonstrates superior fit and predictive accuracy. This study establishes four specific objectives which include clarifying the theoretical positioning of perceived scarcity as a precursor variable within the behavioral model; outlining its specific psychological pathways to stimulate water-saving behavior; and providing targeted evidence for water-saving interventions. Policymakers must focus on effort on developing strategies that shape attitudes and enhance people’s self-efficacy to promote an overall shift residential water-saving behaviors.

Waste from the construction sector is a significant component of the global waste composition of many continents. There is a lack of research on the attitude and behavior of workers toward recycling. Although changing workers’ attitudes and behaviors toward recycling in attaining sustainable waste management in the construction industry is a tall order, it is crucial to identify. So, the aim of this study is to comprehensively understand workers’ psychology by emphasizing new factors that can measure their intention to recycle and recycling behavior using the extended Theory of Planned Behavior. This study selects workers of the construction industry of China to assess their recycling behavior by testing the relationships among the proposed study model variables. Past research based on the Theory of Planned Behavior (TPB) seldom offers new determinants, such as consequences/Outcomes of Recycling (COR), or investigates demographic factors (age, experience, and gender). This leaves a gap in comprehending the psychological and contextual frames behind recycling in the construction industry. A total of 359 respondents, including Chinese workers, were surveyed and returned the data for further analysis using SPSS and AMOS. The statistical techniques employed are the confirmatory factor analysis. The findings of this study revealed that attitude, perceived behavioral control, and consequences of recycling significantly influenced intention to recycle and recycling behavior among the construction workers. Notably, subjective norms and past recycling behavior were not significant predictors. Moreover, age and experience also significantly influenced the recycling behavior, while gender did not. The study’s main contribution lies in extending the TPB framework within the context of the Chinese construction industry, introducing and validating new determinants (COR, CS) that provide a deeper psychological understanding of recycling behavior. Practically, the results prioritize critical elements for stakeholders, suggesting that managerial and policy interventions should focus on cultivating positive attitudes, enhancing perceived control through infrastructure and support, and leveraging outcome awareness, particularly among younger and less experienced workers, to bridge the implementation gap in construction waste recycling.

China currently insists on focusing its efforts on the real economy in developing the economy. Therefore, it is necessary to place technological innovation at the center of the overall enterprise’s development, and fully stimulate the innovative and creative talents of all kinds of talents. Based on the Social Interdependence Theory (SIT) and the Planned Behavior Theory (PBT), this study examines how team reward interdependence (TRI) of cross-level influences Innovative behavior, with innovation intention serving as a mediator and task interdependence acting as a contextual moderator. Through empirical analysis of two-time-point paired questionnaire survey data from 331 employees and their leaders, it is found that TRI has an indirect positive impact on innovative behavior ( β = 0.369), and innovation intention plays a complete mediating role ( β = 0.320). The analysis reveals that task interdependence not only positively moderates ( β = 0.203) the relationship between team reward interdependence and innovation intention, but also further moderates ( β = 0.200) the indirect effect of TRI on innovative behavior through innovation intention.

Background/objectives Despite increasing global interest in veganism, integrative models that incorporate ethical, environmental, and psychosocial determinants within the Theory of Planned Behavior (TPB) remain limited in Türkiye. This study aimed to extend the TPB by including ethical, environmental, and health-related motivations to better explain individuals’ intentions and behaviors related to adopting and maintaining a vegan diet. Methods A cross-sectional online survey was conducted among adults in Türkiye who identified with or engaged in veganism. Twelve latent variables were assessed using validated scales, and the extended model was tested through structural equation modeling with additional robustness procedures, including spline adjustments, PCA, Elastic Net regularization, and instrumental variable analyses. Results Subjective norms and perceived behavioral control significantly predicted vegan intention, with subjective norms emerging as the strongest determinant. Ethical motivation strongly predicted intention but did not directly predict actual adherence. Unexpectedly, environmental and health motivations were negatively associated with adherence. Women reported stronger intentions despite perceiving lower social support. Conclusion This study broadens the TPB by integrating ethical, normative, and psychosocial dimensions that explain vegan intentions beyond traditional predictors. Findings underscore the importance of moral identity, perceived social expectations, and contextual factors in shaping sustainable dietary behaviors.

Purpose: This study aims to map the intellectual structure and research trends related to environmental concern, attitudes toward green products, and subjective norms in predicting green purchase intention through bibliometric analysis. Design/Methodology/Approach: The research uses bibliometric tools like RStudio and VOSviewer to analyse data from the Scopus database, focusing on publication trends, citation patterns, and key research themes in sustainability and consumer behaviour. Findings: The bibliometric analysis reveals significant research trends in sustainability, particularly regarding the Theory of Planned Behaviour (TPB) and its application in understanding green consumption and sustainable consumer behaviour. Leading countries in sustainability research include China, India, the United States, and Malaysia, with top journals such as Sustainability and the Journal of Cleaner Production publishing the most influential works. The study highlights the interdisciplinary nature of sustainability research, with significant contributions from business management, environmental science, and social sciences. Key themes identified include green purchase intention, corporate social responsibility (CSR), eco-labelling, and the role of artificial intelligence in influencing consumer behaviour. Originality/Value: This study provides an overview of sustainability research, identifying influential authors, institutions, and funding sources. It offers insights for policymakers, researchers, and businesses aiming to foster sustainable consumer behaviour.

The urgency to mitigate climate change has accelerated the shift toward sustainable transportation, yet electric vehicle (EV) adoption in Indonesia remains limited despite policy support. This study aims to analyze the factors influencing consumers’ purchase intention toward electric vehicles by integrating the Theory of Planned Behavior (TPB) with perceived value theory, examining environmental concern as an antecedent of attitude, subjective norm, and perceived behavioral control, as well as a direct predictor of purchase intention, and assessing the roles of perceived price, perceived risk, and perceived value in shaping purchase intention. A quantitative survey was administered to urban consumers in Indonesia (n = 345), and the data were analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicate that environmental concern has a positive and significant effect on attitude, subjective norm, and perceived behavioral control, and it also directly increases EV purchase intention (p < 0.05). Perceived risk significantly reduces perceived value, while perceived value significantly increases purchase intention (p < 0.05). In contrast, perceived price does not significantly affect perceived value or purchase intention, and attitude, subjective norm, perceived behavioral control, as well as the direct effect of perceived risk on purchase intention, are not significant (p > 0.05). Overall, the findings suggest that EV purchase intention is driven more by environmental concern and perceived value than by price-related considerations, implying that strategies should extend beyond financial incentives by strengthening environmental awareness and enhancing perceived value.

This study aims to analyze the influence of Accounting Literacy, Digital Business Literacy, and Professional Recognition on student interest in becoming tax consultants, with Taxation Knowledge as a moderating variable. Grounded in the Theory of Planned Behavior (TPB), this research explores how subjective norms and perceived behavioral control shape career intentions among accounting students. The research utilized a quantitative approach, collecting data through questionnaires distributed to 150 respondents, predominantly undergraduate accounting students (96.7%) aged 20–22 years. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) via SmartPLS 3 software. The results indicate that Professional Recognition and Taxation Knowledge have a positive and significant impact on the interest in becoming a tax consultant. Professional Recognition emerged as the most dominant factor, highlighting the importance of social and institutional legitimacy in career decision-making. Conversely, Accounting Literacy and Digital Business Literacy were found to have no significant effect on career interest, as these competencies are perceived as general skills rather than specialized career drivers. Furthermore, the moderation analysis revealed that Taxation Knowledge does not moderate the relationship between the independent variables and career interest. This suggests that taxation knowledge acts as a direct determinant rather than a reinforcing factor for other competencies. The model's R-squared value of 0.594 indicates that 59.4% of the variance in career interest can be explained by the variables in this study. These findings emphasize the need for strategic efforts to strengthen professional recognition and specialized taxation education to foster the next generation of tax consultants. Keywords: Accounting Literacy, Digital Business Literacy, Professional Recognition, Interest in Becoming a Tax Consultant, Tax Knowledge

This study focuses on serious games for intangible cultural heritage (ICH) empowered by augmented reality (AR) technology, aiming to explore the mechanism by which spatial interaction experiences in immersive AR games influence cultural cognition and communication intention. An experimental design was adopted involving a treatment group (n = 60) and a control group (n = 60), with empirical validation conducted through pre- and post-tests of knowledge, Likert-scale questionnaires, and SmartPLS path analysis. A structural equation model was constructed around the pathway of “spatial interaction → cultural cognition → emotional involvement → communication intention,” incorporating the Theory of Planned Behavior (TPB), perceived sustainability cognition (PSC), and cultural identity (CI) as contextual antecedents of cognitive and affective processes. Results show that spatial interaction significantly enhances cultural cognition. Among all paths, the direct influence of cultural cognition on communication intention was the strongest. While emotional engagement did not form a full mediation, it positively contributed to the transformation of cognition. Both PSC and CI exhibited positive associations with the cognitive–affective pathways, complementing the effects of spatial interaction. Although multi-group analysis (MGA) did not reveal statistically significant differences, the path coefficients of the experimental group were consistently higher than those of the control group, indicating a positive trend. This study validates the cognitive mechanisms and dissemination potential of AR-based serious games in ICH education and cultural promotion, expands the integrated modeling of TPB, PSC, and CI, and provides theoretical support and practical implications for the development of immersive cultural communication systems and interactive experience design.

This study investigates the factors influencing the Intention to Invest among the millennial generation, extending the Theory of Planned behaviour (TPB) by incorporating Hedonism Lifestyle and examining the moderating role of Financial Literacy. A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed on data collected from millennial respondents. The finding reveal that Subjective Norm and Perceived Behavioral Control significantly and positively influence Intention to Invest. Crucially, Hedonism Lifestyle was found to have the strongest positive and significant influence on Intention to Invest, suggesting that the pursuit of pleasure and material enjoyment paradoxically drives investment intention among this generation. Conversely, Attitude did not show did not act as a moderator for the relationship between Attitude, Subjective Norm, Perceived Behavioral Control, or Hedonism Lifestyle and Intention to Invest. Theseresult highlight the need for a nuanced understanding of millennial investment behaviour, where social influence, self-efficacy, and even lifestyle choices play a more dominant role than mere attitude. The study contributes to the literature by providing empirical evidence for the modified TPB model in the context of emerging market investors.

The influence of hotel service robots on customers' consumption intention: Combination theory of planned behaviour and technology acceptance model.

Understanding the determinants of entrepreneurial intention among Sudanese university students.

Sustainable tourism has become a priority as environmental pressures on the hospitality sector intensify. Despite increasing promotion of green hotels, a persistent gap remains between pro-environmental intentions and actual booking behavior. Prior applications of the Theory of Planned Behavior (TPB) largely focus on developed economies and offer limited insight into how digital platforms, organizational credibility, and information-seeking behavior shape green hotel decisions in emerging tourism markets. To address this gap, this study extends TPB by integrating social media marketing, environmental knowledge, organizational green practices awareness, self-image in environmental protection, and consumer information-seeking behavior. Survey data from 538 foreign tourists staying in hotels in Turkey were analyzed using Partial Least Squares Structural Equation Modeling. The findings indicate that awareness of organizational green practices is the strongest predictor of consumer attitude, followed by self-image, social media marketing, and environmental knowledge. Consumer attitude, subjective norms, and perceived behavioral control shape purchase intention, while purchase behavior is driven by intention, perceived behavioral control, and information-seeking behavior. Notably, information-seeking behavior exerts a direct and mediating effect on purchase behavior but does not moderate the intention–behavior relationship, indicating a post-intentional verification role.

A cognitively-sensitized stigma model of help-seeking inhibition in generalized anxiety disorder: A conceptual framework illustrated in the Chinese cultural context.

This research uses a combination of the Theory of Planned Behavior (TPB) and the trust construct to investigate what variables impact consumers' intentions to utilize PayLater services. Partially Least Squares-Structural Equation Modeling (PLS-SEM) was used to undertake the quantitative cross-sectional design of the study. According to the results, users' intents to use PayLater are positively and significantly impacted by trust, but there is no significant association between attitude toward the action, subjective norms, and perceived behavioral control. These results indicate that users’ confidence in system security, data protection, and the reliability of service providers serves as the primary determinant of PayLater adoption. Therefore, this study concludes that trust plays a more decisive role than psychological and social factors in shaping users’ engagement with PayLater services. Consequently, PayLater providers should focus on enhancing transparency, strengthening security systems, and safeguarding user data to build trust and encourage sustainable service usage.

This study investigates the psychological and behavioral determinants of Collaborative Fashion Consumption (CFC) in India by integrating the Theory of Planned Behavior (TPB) and the Big Five Personality Model (BFM). Using structural equation modelling (SEM) with path analysis on a sample of 400 respondents, the research examines the influence of attitude (CFCA), sustainable norms (SNCFC), perceived behavioral control (PBCCFC), and personality traits—openness, conscientiousness, extraversion, agreeableness, and neuroticism—on collaborative fashion consumption intention (CFCI) and its subsequent effect on behavior (CFCB). The model demonstrated excellent fit (χ² = 14.485, df = 6, GFI = .993, CFI = .996, RMSEA = .060) and explained 77.3% of variance in CFCI and 77.8% in CFCB. Results revealed that attitude, openness, agreeableness, and perceived behavioral control were strong predictors of intention, while sustainable norms enhanced intention but negatively influenced behavior directly, indicating a value–action gap. Intention emerged as the strongest determinant of behavior (β = .998), confirming TPB’s central premise. The findings highlight the need for attitude-focused, accessible, and personality-aligned strategies to promote collaborative consumption in the Indian fashion sector, while recommending caution against over-reliance on normative pressure that may deter actual engagement.

The sustainable development of cultural heritage heavily relies on visitors’ sustainable practices, with education serving as the key to regulating visitor behavior and promoting their engagement in sustainable tourism. However, the mechanisms linking education and sustainable tourism remain unclear in the virtual context. This research aims to determine the potential of digital cultural heritage learning outcomes in supporting sustainable tourism behaviors (environmental, cultural, economic) among visitors. This study integrates the Generic Learning Outcomes (GLOs) with the Theory of Planned Behavior (TPB), collecting 642 valid samples and employing PLS-SEM analysis. Research findings indicate that knowledge and understanding (KU), skills (S), attitudes and values (AV), enjoyment, inspiration, and creativity (EIC), and activity, behavior, and progression (ABP) positively influence sustainable tourism practices. Cost perception (CP), however, weakens the conversion from intention to actual behavior. This provides empirical support for the development of digital cultural heritage projects and the sustainable management of heritage sites.

Individuals with breast cancer (BC) experience significant psychological distress, yet their utilization of mental health services remains low. This study identified key factors influencing help-seeking behavior through integrated Theory of Planned Behavior (TPB) and Health Belief Model (HBM) frameworks. We conducted in-depth interviews (IDIs) with eight BC patients and nominal group technique (NGT) with six health professionals, followed by Fuzzy Delphi Method (FDM) to assess expert consensus. The IDIs revealed that the individuals with BC recognized the value of professional psychological support but were reluctant to engage with these services personally. The participants identified emotional thresholds for help-seeking, expressed preference for informal support networks, and demonstrated varied understanding of mental health professional roles. The FDM evaluation demonstrated strong expert consensus across all assessed elements, particularly those related to emotional support mechanisms. Three barrier categories emerged: individual factors (mental health literacy, autonomy preferences), social factors (family support, cultural stigma), and systemic factors (healthcare integration gaps). Expert consensus exceeded 80% agreement across all domains.This study identified a complex interplay between individual psychological barriers and systemic factors affecting mental health help-seeking among individuals with BC. Effective interventions must address psychological barriers and healthcare delivery factors while respecting individual autonomy in coping choices. A multi-level approach targeting individual education, family support systems, and healthcare integration is recommended to improve mental health service utilization among individuals with BC.

The continuous growth of the tourism industry has made the issue of tourists’ environmentally responsible behavior (ERBR) an urgent issue in both academic and policy terms. This research aims to develop a conceptual model through the integration of the Theory of Planned Behavior (TPB), the Norm Activation Model (NAM), and environmental factors to analyze the mechanisms that influence tourists’ intentions and behaviors to be environmentally responsible. Data were collected from 400 Thai tourists and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. The results indicate that the research model can comprehensively explain tourists’ behaviors. Internal mechanisms such as attitudes, subjective norms, perceived behavioral control, and personal norms all have significant influences on environmentally responsible behavioral intention and environmentally responsible behaviors. In particular, the norm internalization process shows that subjective norms can be systematically transformed into internal ethical values, which is key to fostering long-term sustainable behavior. This model provides a comprehensive theoretical understanding of environmentally responsible tourism behavior and can be used to effectively design policies and proactive activities to promote environmentally responsible tourist behaviors in the long term.

This study analyzed the factors influencing university students' intention to use electric bus services to commute to campuses in developing countries, specifically in Ecuador, Peru, and Colombia. A technology adoption model was proposed that integrates variables from the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Unified Theory of Acceptance and Use of Technology (UTAUT), which helps in understanding, predicting, and explaining the acceptance and use of technologies, thus facilitating the design of strategies to improve adoption in various contexts. Data were collected from 1,158 students across different academic fields, genders, and academic levels in the countries studied. The analysis was conducted using structural equation modeling with the partial least squares technique. The key factors assessed included attitudes toward electric vehicles, perceived risk, consumer characteristics, emotions, hyperbolic discounting, intention to use electric transport, and social influence. The findings provide valuable insights into the determinants of electric transportation service adoption among university students and offer guidance for implementing sustainable transportation solutions in educational institutions in developing countries.