Theory Of Planned Behavior Research Articles

Determinants of intention to purchase online eco-friendly items amongst university students in Nilai, Malaysia

This study investigates the determinants of intention to purchase online eco-friendly items among university students in Nilai, Malaysia. This research builds upon previous studies regarding consumers' intentions to buy environmentally friendly items digitally. The theory of planned behavior (TPB) is used in this study since its concepts are applicable and relevant to understanding people's intentions to buy environmentally friendly goods digitally in Malaysia. The present research examined the variables influencing consumers' intentions to buy various environmentally friendly goods digitally and evaluated how well they fit into the Malaysian industry. Surveys were sent as part of the project's quantitative analysis methodology to gather data. With an expected sample population of 361 learners, this study's approach entails data collection through purposive sampling. The results of this research indicated that each independent factor employed has an impact on people's decisions to buy environmentally friendly products online in Nilai, Malaysia. It provided input on elements that might help businesses organize their advertising strategies. The findings have an impact on research as well as practice. Corporations may execute viable concepts by drawing the link between the desire to buy and acquiring knowledge about the purchasing patterns of young customers. Thus, a company's market worth and income in Malaysia may increase. The research also adds to the body of knowledge regarding people's intentions to buy eco-friendly products via the internet by offering insightful information. By addressing a gap in the existing literature, the research's focus on this specific setting advances our comprehension of how people behave while making online purchases of environmentally friendly items within the Malaysian context. So, this study helps in building a resilient eco-system aimed at sustainable growth.

The Structural Analysis of Fitness Center Participation Behavior Using Planned Behavior Theory

The Structural Analysis of Fitness Center Participation Behavior Using Planned Behavior Theory

Green Product Purchase Intention of Young Customers from Developing Country: Extended Theory of Planned Behavior

Green Product Purchase Intention of Young Customers from Developing Country: Extended Theory of Planned Behavior

Association of Competitive Adolescent Athletes from Lean and Non-Lean Sports Physical, Social and Psychological Characteristics with Adherence to Mediterranean Diet.

Mediterranean diet (MD) is regarded as one of the healthier dietary patterns which is recommended for athletes. This study aims to investigate the adherence to the Mediterranean diet (AMD) and associated beliefs in a large, diverse sample of competitive adolescent athletes from various sports, including both lean and non-lean sports. Additionally, the study examines factors important regarding intention to AMD within the Theory of Planned Behavior (TPB). In the study took part 711 adolescents (357 male, aged = 14.93 ± 1.38, and 354 female, aged = 14.85 ± 1.35) athletes. The level of AMD was not a significant different between lean (mean = 4.98, SD = ±3.90) and non-lean (mean = 4.77, SD = ±3.68) sport. According to the sport type the 35% of lean sport athletes demonstrated low AMD, 34.1% moderate adherence and 30.9% a high degree. The non lean athletes demonstrated low AMD in 36.3%, moderate adherence 33% and high degree in 30.7%. The results of the mediation analysis indicated a significant mediation effect of intention in the relationship between TPB variables and MD. Based on the results of the study the type of sport does not play a role in the AMD, which, as in the general population, is low. Also validate the TPB and underscore the significance of targeting individuals' intentions to promote positive dietary behaviors.

Navigating Health-Related Crises: Unraveling the Role of Confidence in Tourism Recovery in Shaping Sustainable Strategies for Tourists’ Intentions across Pandemic Phases

The COVID-19 pandemic has severely impacted global tourism, raising the need for sustainable recovery strategies. This study examines how tourists’ confidence in tourism recovery (CTR) influences travel intentions across different pandemic phases—outbreak, stabilization, and conclusion. Positioned within the Theory of Planned Behavior (TPB), the research explores the mediating role of CTR in the relationships between attitude, subjective norms, perceived behavioral control, and travel intention. Using structural equation modeling (SEM), multi-group analysis (MGA), and Importance–Performance Matrix Analysis (IPMA), this study assesses changes in travel behavior during each pandemic phase. Data were collected through three surveys conducted in major Chinese cities between late 2022 and early 2023. The findings reveal that CTR significantly mediates the influence of behavioral factors on travel intention, especially during the stabilization and conclusion phases. The IPMA results highlight key areas for intervention, with CTR, perceived behavioral control, and subjective norms varying in importance across phases. This research underscores the need for adaptive and sustainable strategies to strengthen traveler confidence, offering practical insights for supporting long-term resilience and growth in the tourism industry during and beyond health-related crises.

Modelling Behavioural Factors Affecting Consumers’ Intention to Adopt Electric Aircraft: A Multi-Method Investigation

Electric aircraft are seen as a key option for reducing the environmental footprint of the aviation industry. This research aims to identify the factors that influence Turkish air travellers’ intentions to adopt electric aircraft by building upon the theory of planned behaviour (TPB). A structured online survey was developed to gather cross-sectional data from 217 air travellers using convenience sampling. The data were analysed through a multi-method approach, including structural equation modelling (SEM) for sufficiency analysis and necessary condition analysis (NCA) for necessity analysis. The findings reveal that attitudes, subjective norms, perceived behavioural control, personal moral norms, and green trust positively correlate with the intention to adopt electric aircraft, whereas perceived risk has a negative correlation. Moreover, the NCA indicates that attitudes, subjective norms, perceived behavioural control, personal moral norms, environmental knowledge, and green trust are necessary conditions for the intention to adopt electric aircraft, reinforcing these results. This study is the first empirical attempt to investigate the formation of the intention to adopt electric aircraft, built on both sufficiency and necessity logics.

Understanding the dynamics of customer satisfaction and repurchase intentions in the era of platform service supply chain – a case study of Foodpanda in Pakistan

ABSTRACT This study investigates the evolving restaurant sector in Pakistan, highlighting the significant role of Platform Service Supply Chains (PSSC) facilitated by food ordering apps like Foodpanda. Understanding PSSC is essential for businesses to thrive in the digital age and effectively manage the dynamics of digital service delivery. Foodpanda exemplifies a complex multi-stakeholder ecosystem that involves intricate technology integration, logistics challenges, robust data management, and a continuous need for innovation in a competitive market. This research aims to identify the key factors driving customer satisfaction and repurchase intention in this dynamic environment, acknowledging the transformative impact on consumer behavior. It also examines how health consciousness and food safety concerns influence these relationships in Pakistan. The study employs an integrated model based on the Theory of Planned Behaviour (TPB) and the Unified Theory of Acceptance and Use of Technology (UTAUT), collecting data from a convenient sample of Foodpanda app users. Using structural equation modeling, the findings highlight critical determinants such as effort expectancy, perceived usefulness, information quality, perceived risk, social influence, and trust in shaping customer satisfaction. This satisfaction, in turn, positively affects repurchase intention. Importantly, the study reveals that health consciousness and food safety concerns negatively impact the positive relationship between customer satisfaction and repurchase intention. The paper contributes theoretically by exploring customer behavior intricacies within the PSSC framework and offers practical insights for researchers and professionals in the food app industry. However, it acknowledges limitations, such as the use of a convenient sample, and suggests avenues for further research in this growing field.

An innovative analytical framework for energy consumption behavior: A study based on Beijing households

Residents’ energy consumption behavior has significant impacts on the achievement of carbon reduction targets and the effectiveness of related policies. Up to now, there has not been a complete framework that can accommodate internal psychological factors and external environmental factors. Based on the Planned Behavior theory and Value-Belief-Norm theory, this paper has added economic factors, policy impact, and convenience of consumption as important external environmental factors into a proposed model; in addition, knowledge level, behavioral expectations, and consumption habits are incorporated as new internal psychological indexes to construct a expanded framework. The framework integrates both internal psychological and external environmental factors, enriching and deepening the psychological foundation of behavioral analysis. After performing outlier detection, confirmatory factor analysis, and other steps on samples obtained from a questionnaire survey, the results of the framework fitting data show that it has high explanatory power for residents’ energy consumption behavior, which is significantly better than the existing models. Furthermore, the new critical path that determines Beijing residents’ energy consumption behavior is obtained by using the framework. In summary, this paper presents theoretical and empirical foundations for designing and enhancing low-carbon policies.

Promoting carbon neutrality: Indian tourists’ intentions to adopt energy-saving behaviours

ABSTRACT Tourism in India contributes to the world's fourth-largest carbon footprint due to its escalating population and rising income levels, but its emissions per person are lower than those of other developed world economies. As one of the largest emerging economies, India's pledge to transition to Net Zero emissions to become Carbon Neutral in COP26 is a great leap forward in achieving Sustainable goals. This study provides an empirical investigation of Indian Tourists’ Intention to adopt Energy-Saving Behaviours (IESB) to promote Carbon Neutrality while travelling by constructing an integrated model incorporating the Norm Activation Model (NAM) and the Theory of Planned Behaviour (TPB) with Environmental Value (EV) and Climate Change Awareness (CA). Data from 456 tourists were gathered online and offline from March 9 to April 25, 2023. The analysis utilised Structural Equation Modelling (SEM) with AMOS and SPSS, testing eight hypotheses statistically. The findings are instrumental for the new climate change goals, policymakers, the tourism sector and various related businesses and hotels for ensuring sustainable practices. This is one of the first studies empirically investigating ESB and Carbon neutrality in one of the largest growing economies by extending the NAM and TPB through the realm of travel and tourism.

Identifying markers of health-seeking behaviour and healthcare access in UK electronic health records

ObjectiveTo assess the feasibility of identifying markers of health-seeking behaviour and healthcare access in UK electronic health records (EHR), for identifying populations at risk of poor health outcomes and adjusting...

Impact of organisational facilitators and perceived HR effectiveness on acceptance of AI-augmented HRM: an integrated TAM and TPB perspective

PurposeDrawing on the integrative perspective of the technology acceptance model (TAM) and theory of planned behaviour (TPB) and extending it further by examining the role of organisational facilitators and perceived HR effectiveness in this integrative perspective, we examine HR professionals’ AI-augmented HRM (HRM(AI)) acceptance in this research.Design/methodology/approachThe data (N=375) were collected from HR professionals working in different organisations in India. Structural equation modelling (SEM) was employed to analyse the data.FindingsThe results of the study suggest that along with organisational facilitator antecedents to the relevant components of both TAM and TPB, perceived HR effectiveness also enhanced the HRM(AI) acceptance levels of HR professionals.Practical implicationsThe research findings are expected to contribute to the understanding of the factors that influence the acceptance of AI-augmented HRM in organizations. The results may also help organisations to identify the facilitators that can enhance the adoption and implementation of AI-augmented HRM by HR professionals. Finally, the study provides a composite TAM-TPB theoretical framework that can guide future research on the acceptance of AI-augmented HRM.Originality/valueTo the best of our knowledge, this is one of the first attempts to factor in the effect of contextual factors (i.e. organisational facilitators and perceived HR effectiveness) in the TAM and TPB equations.

The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude

PurposeThe purpose of this paper is to examine the influence of urban homeowners’ green perceived values (i.e. green functional, emotional, ecological and aesthetic values) on their greening behavioural intention. The study further tested the mediating role of green attitude in the relationship between the green perceived value dimensions and greening intention through the theoretical lens of the customer value theory (CVT) and the theory of planned behaviour (TPB).Design/methodology/approachA quantitative survey design was employed for this study. Empirical data were drawn from 501 households in Ghana using a purposive sampling technique. The hypothesized relationships were analysed using structural equation modelling.FindingsThe results of this study revealed that urban homeowners’ intention to adopt greening behaviour is directly influenced by their perception of green functional, ecological and aesthetic values. In addition, the study found that green attitude partially mediated the links between homeowners’ green functional, ecological and aesthetic values and their greening intention. Green emotional value on the other hand did not have a significant direct effect on homeowners’ greening intention. However, it had an indirect effect on greening intention through green attitude. Thus, we can conclude that green attitude fully mediated urban homeowners’ perception of green emotional value and their greening intention.Originality/valueTo the best of the authors’ knowledge, this study is among the first to attempt to integrate the CVT and the TPB to understand urban homeowners’ greening intention. The study which focuses on Ghana provides new insights into the pathway for promoting voluntary greening behaviour within a developing country

Determining factors affecting the upselling acceptance of business class seats among Filipino passengers: An extended theory of planned behavior approach

Upselling of business class seats has been implemented by many commercial airlines as part of their revenue management strategies. The purpose of this was to determine factors affecting the upselling acceptance of business class seats among Filipino passengers by utilizing an extended Theory of Planned Behavior (TPB) approach. A total 323 Filipinos voluntarily answered an online questionnaire that was distributed through a purposive sampling approach. The questionnaire consisted of 41 items that covered various factors such as Price (PR), Perceived Value (PV), Social Status (SS), Facilitating Conditions (FC), Hedonic Motivation (HM), Subjective Norm (SN), Attitude (A), Perceived Behavioral Control (PBC), and Intention (I). Partial Least Squares Structural Equation Modeling (PLS-SEM) showed SN was the most significant factor affecting passengers' intention to accept business class upselling offer, followed by PBC, PR, A, and FC. In addition, PV, FC, and A had significant effects on PBC which subsequently led to I. Furthermore, HM, P, and SS had significant effects on A which subsequently led to SN and I. Meanwhile, only two hypotheses were not supported by the study. This study is one of the first studies that explored the upselling in the business class seats using behavioral factors and additional variables to determine their intentions. The results of this study could help the airline industry to evaluate their strategy in revenue management. Finally, the findings of this study add to the current literature and help airlines’ marketing strategy and promote seat bidding.

Using the Extended Theory of Planned Behavior to Explore the Effect of Farmer Differentiation on Their Intention to Revitalize Idle Homesteads: Empirical Evidence from Shaanxi, China

The revitalization of idle homesteads is an essential element in stimulating rural land resources and assets and promoting the integrated development of urban and rural areas. However, existing studies have paid less attention to the relationship between the differentiation of farm households and revitalization intention. Therefore, exploring the relationship between farmer differentiation and revitalization intention has become the key to improving the revitalization intention. The differentiation of farmers in the process of urbanization is an important factor affecting the intention of farmers to revitalize idle homesteads. This study defines “farmer differentiation” as a second-order factor and is based on the theoretical analysis framework of “farmer differentiation (FD)–farmer cognition (FC)–revitalization intention (RI)” to systematically reveal the relationship between FD and RI with a multi-dimensional perspective. At the same time, we analyze the mediating role of FC in the relationship between FD and RI. The data collected from 881 Shaanxi, China, farmers are analyzed through structural equation modeling (SEM). The results of the study show that (1) The dimensions of farmer differentiation (FD) are wealth capital differentiation (WCD) and reputation capital differentiation (RCD). (2) The formation of farmers’ intention to revitalize follows the logical relationship of “FC–RI” in the Extended Theory of Planned Behavior (ETPB), and subjective norms (SN) are the critical factor. (3) The logical relationship of “FD–FC–RI” in the ETPB has been confirmed. In addition to the direct positive effect of the WCD and RCD on farmers’ intention to revitalize idle homesteads, WCD will indirectly affect RI through the four sub-dimensions of behavioral attitudes (BA), subjective norms (SN), perceived behavioral control (PBC) and homestead dependence (HD) under the FC conception. Meanwhile, the chain mediating role of the WCD and FC sub-dimensions in the RCD effect on the intention to revitalize cannot be ignored. Therefore, to increase farmers’ intention to revitalize Idle homesteads, policymakers need to focus on increasing WCD and RCD and helping farmers establish proactive FC.

Compare and Contrast of Knowledge Sharing in Virtual Teams in IT Companies and Manufacturing Industries using the Theory of Planned Behavior

The purpose of this research work is to Compare and Contrast of Knowledge Sharing in Virtual teams in IT companies and Manufacturing industries Using the Theory of Planned Behaviour. In this research study, we understand the Theory of Planned Behaviour (TPB) Models with Structural Equation Modeling Methodology. In this research study, we use TOOLS like IBM SPSS (Statistical Package for Social Sciences), IBM AMOS, TABLEAU. Scope of Virtual Teams Though virtual teams hope deeply on information and communication technology but it is not just circumscribed to the IT industry. Today almost every industry sector extending from construction, academics, manufacturing, non-profit, automotive and healthcare and to retail are promoting virtual teams. From corner to corner of the world, on one hand loftier organizations like Hewlett Packard, Whirlpool, Texas Instruments, British Petroleum etc with their gigantic possessions and proficiencies fascinated on the doles of virtual teams to strengthen their efficiency and services to customer. Fundamentally all principal occupations or job roles like Research and development, engineering, finance, sales, logistics, business development and Human resources can be consummated in a virtual atmosphere. As Covid 19 affected the globe and made a huge loss, virtual teams supported the tantrum hence letting the company employees not to fail in performing their job roles.

Factors Influencing the Participation of Shared Decision Making in Stable Coronary Artery Disease Patient: Protocol of a Mixed Methods Study.

The "paternalistic decision-making model" is no longer well suited to the modern clinical environment, and therefore, shared decision making (SDM) has emerged as a key approach. Although the benefits of SDM have been largely reported, several studies have reported low participation in SDM in coronary artery disease (CAD) patients. The theory of planned behavior (TPB) model is one of the most frequently employed theoretical frameworks for predicting human behaviors. According to the TPB, intention is influenced by attitude, subjective norm, and perceived behavioral control, while behavior is influenced by both intention and perceived behavioral control. Therefore, we propose a mixed methods study based on TPB to investigate the status of Chinese stable coronary artery disease (SCAD) patients' participation in SDM, understand their experiences of SDM, and explore the factors that influence their participation in SDM. An explanatory sequential mixed methods design will be used to explore the study aims, including a quantitative phase, a subsequent qualitative phase, and the final integration study. The quantitative study will use convenient sampling from the Affiliated Hospital of Hangzhou Normal University to conduct a cross-sectional survey (n ≥ 252). The qualitative study will be sampled using the maximum difference sampling method from the quantitative study results, and then the data will be collected through semi-structured interviews (n = 10-20). This study will use descriptive statistics and test hypotheses while considering a p-value of <0.05, which will be considered statistically significant. The study employs a mixed method approach with an explanatory sequential design, incorporating qualitative and quantitative methods to comprehensively understand the factors influencing SCAD patients' participation in SDM. Furthermore, these findings can inform the design of future intervention studies and provide healthcare providers with targeted information and communication to help SCAD patients make the most appropriate decisions. Study participants will be recruited using convenience sampling from just one single clinical setting, which may limit the findings' generalizability. This study has been approved by the Ethical Committee of the School of Nursing, Hangzhou Normal University (Approval No.: 2024013). All the participants will sign an informed consent form before participating in the survey. The corresponding results and conclusions will be disseminated in journals and conferences after the completion of the study.

Green purchase behaviour of Arab millennials towards eco-friendly products: the moderating role of eco-labelling

Purpose This study aims to examine millennial consumers’ intentions towards purchasing eco-friendly products in the emerging Arab nation of Oman, focusing on the moderating role of eco-labelling (EL). Design/methodology/approach Environmental knowledge (EK) and environmental concern (EC) are integrated into the theory of planned behaviour (TPB) framework as independent variables, along with EL as a moderating variable. The data was collected through a self-administered survey and consisted of 705 random responses that was tabulated and analysed through the structural equation modelling technique. Findings ECs, subjective norms (SNs) and perceived behavioural control (PBC) significantly influence consumer attitudes towards green eco-friendly products. Consumers’ EK and attitudes positively influence the purchase intention (PI) to make green purchases. SNs and PBC substantially influence consumer attitudes towards adopting green products. However, the findings reveal a non-significant moderating influence of EL on the relationship between EC and PI for millennial Omani consumers. Research limitations/implications The findings are limited to only one Arab country, Oman, which limits the scope of the study. This study contributes to the TPB by using additional dimensions to examine the green purchasing behaviour of millennials. Practical implications Marketers can use these insights to develop strategies that emphasise the environmental benefits of products, leverage social influences and empower consumers to make environmentally conscious choices. Incorporating EL and green packaging can enhance the visibility and attractiveness of green products. Social implications Promoting environmental education, awareness campaigns and policy interventions that highlight the importance of eco-friendly product choices can foster more sustainable consumption patterns among Arab consumers. Originality/value To the best of the authors’ knowledge, this is the first study to examine the green PIs of millennials in an Arab context, specifically focusing on the moderating role of EL.

Micro-level Contributions Towards SDG Target 12.3: Identifying the Behavioural Drivers of Household Food Waste Reduction

In many Western countries, household food waste is by far the largest contributor to the overall total food waste and threatens the sustainability of the food system. In order to identify the factors that influence households’ food waste decisions and to predict behaviour towards food waste, the paper employs perspectives from the theory of planned behaviour (TPB) and the expectation, motivation and attitude (EMA) model. This paper extends the TPB model by adding the construct of affective states, since there is strong empirical support for this. Data from respondents in the UK who were responsible for purchasing household food and making food-related decisions were analysed using partial least squares structural equation modelling (PLS-SEM). The results indicate that for the TPB, an individual’s attitude, PBC and affect had a statistically significant direct association with consumers’ intention to reduce food waste. In addition, the results show a direct positive association between intentions to reduce food waste and actual food waste behaviour. For the EMA, expectation influences motivation and attitude. Compared to the EMA, the TPB proves to be relatively good predictive models for understanding determinants of food waste reduction. The TBP also supports incorporating elements such as affective states, considering that the additional construct in the model contributes to improving understanding of consumers’ intention to reduce food waste. Collectively, household food waste can be reduced by avenues that influence individuals’ positive attitudes, increases the expectation that food waste reduction behaviour is within one’s control and evokes a positive affective state when food waste is reduced in households. JEL Classification: D1, D12, F64, Q53

“Integrated model perspective of capital theory, TPB and SCCT towards determining business students' digital entrepreneurial intention in developing country context”

The current research studies aim to investigate antecedents that influence business graduate students' digital entrepreneurial intention (DEI) to establish digital start-up ventures by employing the capital theory, theory of planned behaviour (TPB) and social cognitive career theory (SCCT) model. Using quantitative and convenience sampling methods, 564 self-reported primary survey data were collected through an online questionnaire from business graduates in Karnataka, India. Partial least squares structural equation modelling (PLS-SEM) was employed to analyse survey data and empirically test the hypothesis. Findings suggest that digital entrepreneurial competence, digital entrepreneurial knowledge, digital entrepreneurial self-efficacy, digital innovative cognition, subjective norms, information technology culture, perceived behaviour control and social media influence antecedents significantly influence digital entrepreneurial attitudes towards DEI. Hence, digital entrepreneurial education and digital entrepreneurial role models are insignificant in influencing digital entrepreneurial attitudes towards DEI. Furthermore, business students' digital entrepreneurial attitudes significantly influence digital entrepreneurial intention towards creating digital-based start-up ventures. These research findings and results will contribute to governments, collegiate education departments, universities, and societal supporting systems to develop a framework and policies regarding technical and entrepreneurial education systems and create digital start-up ecosystems in the Indian context.

The intentions and factors influencing university students to perform CPR for strangers based on the theory of planned behavior study

ObjectiveThe Theory of Planned Behavior (TPB) was used to compile a questionnaire to determine the relationship between knowledge, attitude, subjective norm, perceived behavioral control and the intention of university students to perform cardiopulmonary resuscitation (CPR) for strangers, and the factors influencing them. MethodsWe recruited 575 university students who completed an online questionnaire within 30 min to assess knowledge, attitude, subjective norm, and perceived behavioral control related to bystander CPR. Factor analysis was used to evaluate the reliability of the extended questionnaire. Multivariate analysis, correlation analysis, and path analysis were used to determine the differences of intra-group and inter-group. ResultsThe Cronbach's α of knowledge, attitude, subjective norm, perceived behavioral control and intention were 0.770, 0.797, 0.909, 0.619 and 0.899 respectively, indicating that the extended scale reliability of the TPB was adequate. χ2/df = 3.463, GFI = 0.977, CFI = 0.968, IFI = 0.969, RMSEA = 0.066, indicating that the extended scale of the TPB had a good fit. Path analysis showed that the influencing factors of intention were “Families of medical workers”, “Experience in administering CPR first aid training”, “Gender”, “Ability to master CPR skills”, “Knowledge”, “Subjective norm” and “Attitude”, with effect values of 0.019, 0.063, 0.069, 0.122, 0.187, 0.361 and 0.386, respectively. All the factors together accounted for 57.00 % of the variation in intention. ConclusionsKnowledge, attitude and subjective norm regarding to bystander CPR among university students are the determinants of intention, while perceived behavioral control does not play a major role. This study has implications for future CPR training. In order to improve the CPR implementation rate of university students, we should strengthen the relevant knowledge about CPR, maintain positive attitude and refine the related criteria of CPR implementation.