Traditional Theory Of Planned Behavior Research Articles

Determinants of Tax Compliance Intention on Pre-Service Tax Payer with Extended Theory of Planned Behavior

This study investigates the determinants of tax compliance intention among pre-service taxpayers using an extended Theory of Planned Behavior (TPB) framework. Integrating attitudes towards tax compliance (ATC), subjective norms (SN), and perceived ease with tax laws (PETX) enhances the traditional TPB model's predictive power. Data collected via a survey of pre-service taxpayers and analyzed with structural equation modeling (SEM) reveal that ATC significantly enhances tax awareness (TA) with a path coefficient of 0.397 (p < 0.001), while SN and PETX also positively affect TA with path coefficients of 0.293 (p < 0.001) and 0.195 (p < 0.001), respectively. ATC and PETX show significant direct effects on tax compliance behavior (TCB), with total effects of 0.399 (p < 0.001) and 0.403 (p < 0.001). Although SN does not directly affect TCB, its indirect effect through TA (0.082, p < 0.05) is significant. TA significantly impacts tax compliance (TC) with a path coefficient of 0.277 (p < 0.001). These results suggest that enhancing positive attitudes towards tax compliance, leveraging social norms, and simplifying tax laws are crucial for increasing tax awareness and compliance among pre-service taxpayers. The study offers valuable insights for policymakers and tax authorities to develop effective educational and regulatory strategies aimed at fostering voluntary tax compliance, contributing to the literature by validating the extended TPB model and emphasizing early intervention in tax education.

The impact of incentive policies on shipowners' adoption behavior of clean energy technologies: Evidence from China

Incentive policies are an important driving force in promoting the adoption of clean energy technology. To enhance the effectiveness of incentive policies at the early stage of clean energy technology development, this study focuses on shipowners as the main body of clean energy technology application, starts from the micro viewpoint of shipowners, takes into account the psychological factors of shipowners, and expands the traditional Theory of Planned Behavior (TPB) by taking the incentive policy variables as the external driving factors, construct a theoretical framework of the impact of incentive policies on shipowners' behavior. Structural equation modeling is used to verify the constructed theoretical assumptions and explore the operation mechanism between different types of incentive policies and shipowners' behavior. A survey of 236 shipowners in China shows that: (1) Financial incentive policies have a greater impact on shipowners' adoption of clean energy technologies than non-financial incentive policies. Green funds, tax exemptions, infrastructure construction, and shipping route priority are considered the most attractive policy measures. (2) The three psychological variables of behavioral attitudes, subjective norms, and perceived behavioral control have a significant positive impact on shipowners' intentions and behavior. The research findings can provide strong decision-making support for the design of incentive policies to promote the adoption of clean energy technologies on ships.

Predicting Eco-labeled Product Buying Behavior in an Emerging Economy through an Extension of Theory of Planned Behavior

Purpose: This research attempts to explore the determinants of eco-labeled product buying behavior by extending the theory of planned behavior (TPB). Theoretical framework: To build a comprehensive predicting model, environmental knowledge, perceived value, environmental concern, product knowledge, self-efficacy, consumer guilt, and eco-labeling are added to the traditional TPB. Method: The proposed conceptual model was tested by conducting a questionnaire survey on consumers in an emerging economy. The partial least square-based structural equation modeling was used to analyze the data. Results and conclusion: The results showed that product knowledge moderates the relationship between subjective norms and eco-labeled product buying intention. The results also reveal that attitude, perceived behavioral control, and subjective norm mediate the association between environmental concern and eco-labeled product buying intention. In addition to TPB constructs, consumer guilt, eco-labeling, perceived value, self-efficacy, and environmental knowledge significantly affect buying intention. Originality/value: The current research addresses the research gap by empirically examining the in-depth effects, and the underlying mechanism of eco-label informed green purchase and its acceptance in Malaysian perspectives.

Confronting the Bullies, Comforting the Victim, or Reporting to University Staff? Prosocial Intentions Towards Social Exclusion in University Students

AbstractSocial exclusion as a form of in-person relational bullying in higher education (HE) leads to loneliness in students and puts their mental well-being at risk. Utilising and extending the theory of planned behaviour (TPB), we investigated prosocial intentions towards bullying in HE students. We included empathic concern and anticipated regret to potentially explain differences in three behavioural intentions towards bullying: comforting the victim, confronting the bullies, and reporting the bullying to the university. The sample comprised 419 participants in an online sample from the UK (MAge = 22.76 years, SDAge = 4.02 years; 47.0% male, 50.6% female, 2.4% other) who filled in a digital questionnaire consisting of a short vignette describing an in-person situation of relational bullying. Applying structural equation modelling, we examined the three prosocial behavioural intentions towards bullying as outcome variables in two models while controlling for age, gender, and socially desirable responding. Traditional TPB predictors were positively associated with confronting the bullies. Empathic concern and anticipated regret were positively associated with comforting the victim. These results demonstrate how cognitive and emotional predictors uniquely contribute to prosocial intentions towards bullying among students. We discuss practical implications for the design of anti-bullying strategies in HE.

A theoretical model for preventing marine litter behaviour: An empirical evidence from Singapore

Marine litter pollution has been an emerging environmental problem and arousing extensive attentions from both the academia and the public in recent years. The improperly disposed domestic refuse has been proven to be a major source of the marine litter, which can be effectively prevented through scientific waste management and citizens' daily pro-environmental behaviour. This study aims to investigates Singapore citizens’ intention of avoiding marine litter based on an extended theory of planned behaviour (TPB), incorporating the cognitive constructs as precursors and the irrational constructs as mediators. An online survey was performed targeting Singapore citizens to collect data, and 417 valid responses were analysed using structural equation modelling. The results reveal that environmental knowledge possess significant indirect effect to intention, and concern can act as a predictor of behaviour intention by influencing TPB constructs. Behaviour intention is most influenced by perceived behaviour control, while subjective norm has less constraining force. The irrational factors influence behaviour intention through both direct and indirect paths, habit exerts significant effect to behaviour patterns, while positive affection has greater effect size than negative affection. Previous research regarding marine litter preventing behaviour focus on tourists and consumers, while the survey object of this study is daily behaviour of citizens. The proposed theoretical model extends the traditional TPB by incorporating the cognitive and irrational factors, and offers deeper insights into the process of behaviour change. Besides, the findings also provide implications for government agencies in the field of marine litter control and waste management.

An extended TPB model of waste-sorting intention: a case study of Indonesia

PurposeThis research investigates factors affecting the intention to sort waste. Specifically, this research aims to develop a waste-sorting intention model by extending the theory of planned behavior (TPB) model and to test the model to ensure the model's goodness-of-fit, validity and reliability.Design/methodology/approachThis research used a quantitative research methodology. Data were collected from 460 respondents using an online questionnaire. Some statistical analyses were performed to analyze the data: descriptive statistics, factor analysis, confirmatory factor analysis-structural equation modeling (CFA-SEM), SEM and Cronbach's alpha analysis.FindingsThe result shows that the intention to sort waste was directly affected by attitude, subjective norms, perceived behavioral control (PBC), moral obligation and facility support. Environmental concerns, waste-sorting knowledge and time availability indirectly influenced the intention to sort waste. The testing indicated that the proposed model was fit, valid and reliable.Practical implicationsThe model provides a more comprehensive understanding of waste-sorting intention. The central and local governments can use the results to encourage waste-sorting intention in the community.Originality/valueThis research is believed to be the first study to develop and test the waste-sorting intention model that extends the TPB model by incorporating moral obligation, facility support, policy and regulation support, environmental concerns, waste-sorting knowledge and time availability into the traditional TPB model.

Applying an extended theory of planned behavior to predict willingness to pay for green and low-carbon energy transition

Green and low-carbon energy transition (GALCET) is essential for achieving carbon neutrality and promoting sustainable social development. Retrofitting rooftops with solar photovoltaic tiles (SPVT) is a new solution for promoting rural GALCET, which has great potential. However, whether the public supports this initiative is not well understood. This study investigates rural households' (in the Shandong province, China) willingness to pay (WTP) for retrofitting rooftops with SPVT to promote the GALCET and determines the WTP drivers. To better predict the WTP, three variables—moral perception (MP), policy perception (PP), and perception of personal interest (POPI)—were added to the traditional theory of planned behavior (TPB). The results show that MP, PP, and POPI could predict WTP well, with POPI being the most decisive predictor. The demographic variables of income, education, and age also affected WTP. The mean WTP was 133.55 CNY (18.57USD) per month. Remarkably, the expanded TPB model has a 12% increase in predictive power over the TPB model without additional variables. We believe that developing appropriate incentives to increase the public's POPI and improved policy advocacy related to GALCET and its moral implications may help promote GALCET and sustainable social development.

Social Emotions and Good Provider Norms in Tackling Household Food Waste: An Extension of the Theory of Planned Behavior

Many studies have explored the antecedents of food waste in the framework of the theory of planned behavior (TPB). Scholars have also made efforts to add explaining variables to the original TPB, with mixed results; they often fail to demonstrate the incremental validity of the extended models. In the current study, we sought to assess whether an extended TPB model including social emotions and Good Provider norms could predict intention to reduce food waste. We also measured two behaviors which may be predicted by intentions to reduce food waste: (1) reducing servings and (2) using leftovers. The results show that social emotions help explain leftovers utilization, whereas the Good Provider norms are inversely correlated to the reduction of servings. Compared to the traditional TPB model, the extended version has more predictive power, especially as regards reducing servings.

Extending the Theory of Planned Behavior for Explaining Dietary Quality: The Role of Financial Scarcity and Food Insecurity Status

ObjectiveTo examine whether an extended Theory of Planned Behavior (TPB) that included finance-related barriers better explained dietary quality. DesignCross-sectional survey. ParticipantsOne-thousand and thirty-three participants were included from a Dutch independent adult panel. Main OutcomeDietary quality. AnalysisFive TPB models were assessed: a traditional TPB, a TPB that included direct associations between attitude and subjective norm with dietary quality, a TPB that additionally included financial scarcity or food insecurity, and a TPB that additionally included financial scarcity and food insecurity simultaneously. Structural relationships among the constructs were tested to compare the explanatory power. ResultsThe traditional TPB showed poorest fit (χ2/degrees of freedom = 11; comparative fit index = 0.75; root mean square error of approximation [95% confidence interval], 0.10 [0.091–0.12]; standardized root mean square residual = 0.049), the most extended TPB (including both financial scarcity and food insecurity) showed best fit (χ2/degrees of freedom = 3.3; comparative fit index = 0.95; root mean square error of approximation [95% confidence interval], 0.050 [0.035–0.065]; standardized root mean square residual = 0.018). All 5 structure models explained ∼42% to 43% of the variance in intention; however, the variance in dietary quality was better explained by the extended TPB models, including food insecurity and/or financial scarcity (∼22%) compared with the traditional TBP (∼7%), indicating that these models better explained differences in dietary quality. Conclusions and ImplicationsThese findings highlight the importance of accounting for finance-related barriers to healthy eating like financial scarcity or food insecurity to better understand individual dietary behaviors in lower socioeconomic groups.

Tourists’ travel intention: revisiting the TPB model with age and perceived risk as moderator and attitude as mediator

Intención de viajar de los turistas: revisitando el modelo TPB con la edad y el riesgo percibido como moderadores y la actitud como mediadoraPropósitoEste estudio tiene como objetivo comprender la intención de viajar de los turistas durante la pandemia de COVID-19 mediante el uso de la teoría del comportamiento planificado (TPB) con vínculos causales y moderadores adicionales. Los tres objetivos de investigación de este estudio son explorar (1) la causalidad básica, (2) los efectos mediadores de la actitud y (3) los efectos moderadores de la edad y el riesgo percibido, del modelo TPB extendido, respectivamente.Diseño/metodología/enfoqueSe realizó una encuesta online en Taiwán durante la pandemia del COVID-19. En total, la encuesta generó 351 respuestas. El análisis del modelo estructural se realizó para probar las relaciones de causa y efecto en el modelo TPB tradicional y el papel mediador de la actitud de un individuo con respecto a los viajes durante la pandemia del COVID-19. Se aplicó el procedimiento de análisis multigrupo SmartPLS para probar los efectos de moderación de la edad y del riesgo percibido.ResultadosSe muestra que el control del comportamiento percibido es el principal antecedente de la intención de viajar en el TPB tradicional, mientras que la actitud media parcialmente la relación entre la norma subjetiva y la intención de viajar. Además, los tests de moderación confirman que tanto la edad como el riesgo percibido muestran un efecto moderador significativo solo en la relación entre la norma subjetiva y la intención de viajar.Originalidad/valorLa novedad de esta investigación es que este estudio propuso y verificó la influencia mediadora de la actitud y los dos efectos moderadores adicionales de la edad y del riesgo percibido, lo cual profundiza en la comprensión del modelo TPB y el impacto del COVID-19 en la intención de viajar. Dado que el modelo TPB depende del contexto, el uso de una variable mediadora y dos variables moderadoras permite comprender mejor cómo el TPB funciona en una situación diferente.

A COVID-19 disruption: The great acceleration of digitally planned and transformed behaviors in Thailand

The Coronavirus Disease 2019 (COVID-19) pandemic has reshaped human behaviors and switched communication systems from face-to-face to digital communication technologies. This study aimed to examine how digital transformation practices affect human behavioral change digitally, and how perceived COVID-19 severity affects digital transformation practices and behavioral decisions. We use the traditional theory of planned behavior (TPB) to determine new behavioral roles in the digital era, namely digitally planned and transformed behavior. The quantitative survey method was designed to collect cross-sectional data from 550 Thai citizens to provide the conceptual evidence of key proximal measures of digital attitude, digital social norms, digital behavioral control perception, and the digital behavioral decision to predict digitally planned and transformed behavior. The results show that people are more likely to digitalize than before, which predicts the decision to behave digitally at 93.9% of the variability, more than 75% of the predictive power of the total variance suggested by Hair, Ringle, and Sarstedt [1]. However, the higher the COVID-19 severity, the more likely digital transformation is impactful (β = 0.481). This study provides interesting evidence that people struggle to transform their digital behavior during the pandemic. We demonstrate that digital transformation can offer the desired consequences by cultivating digital attitudes, promoting digital social norms, increasing digital behavioral control perception, and enhancing digital behavioral decisions.

Help-seeking for mental health problems among older adults with chronic disease: an application of the theory of planned behaviour

ABSTRACT Objective Despite high risk for mental health problems, older adults with chronic diseases underutilise mental health services. This study applied the Theory of Planned Behaviour (TPB) to understand mental health help-seeking intentions among this population and identified factors which influence help-seeking intentions. Method We conducted a cross-sectional study with a non-clinical sample of 108 older adults aged 65 years or over, living with cardiovascular disease, respiratory disease, and/or type 2 diabetes. TPB variables (attitudes, subjective norms, and perceived behavioural control), intentions to seek help, and additional factors (past help-seeking behaviour, quality of life, and physical health) were assessed using standardised questionnaires. Multiple linear regressions were conducted to identify predictors of help-seeking intentions. Results 41% of the participants did not intend to seek help, and all three TPB variables were associated with help-seeking intentions. The traditional TPB model accounted for 69.7% of the variance in intentions, and the extended TPB model accounted for an additional 1.6% of the variance. Conclusions Attitudes and perceived behavioural control have the strongest association with help-seeking intentions among older adults with chronic disease. Further research is needed to identify predictors of mental health help-seeking behaviour and to develop interventions to promote help-seeking in this population. KEY POINTS What is already known about this topic: Older adults aged 65 years or over living with chronic disease are at an increased risk of mental health decline. Older adults underutilise mental health services, and consequently mental health problems often go undiagnosed and untreated in this population. A growing body of research has demonstrated the utility of the Theory of Planned Behaviour in predicting intentions to seek mental health support services. What this topic adds: Most older adults with chronic disease have some intention to seek professional mental health support when needed. Older adults with chronic disease have a high perceived ability to seek professional help. Promoting favourable attitudes towards mental health help-seeking is likely to facilitate the greatest change in help-seeking intentions in the present population.

How social distance affects the intention and behavior of collaborative consumption: A study based on online car-hailing service

In recent years, advances in mobile communications technology have enabled collaborative consumption or product sharing between consumers on a large scale. Unlike traditional consumption, collaborative consumption is based on collaboration among individuals, so that the decision-making mechanisms of individual consumers may be different from those in traditional consumption scenarios. The current study focuses on how the social distance between consumers and drivers affects collaborative consumption intention in the case of online car-hailing services. In this study, the theory of planned behavior (TPB) is used as the foundational framework, and we innovatively add the concept of social distance to the TPB to form a new, and integrated model. We test the model based on data collected from 315 online car-hailing users. The results shows that behavioral attitudes, subjective norms, and perceived behavioral control, positively influence collaborative consumption intention and behavior. More interestingly, we find that social distance has both direct and indirect impacts on collaborative consumption intention: The greater the social distance, the lower the collaborative consumption intention. Moreover, social distance also moderates the influence of subjective norms and perceived behavioral control on collaborative consumption intention. To be specific, the influence of subjective norms and perceived behavioral control on collaborative consumption intention is weakened when consumers perceive less social distance. The results suggest that the integrated model has a stronger explanatory power on collaborative consumption behavior. This study enhances the traditional TPB model and offers insight into promoting collaborative consumption in the context of the sharing economy.

Psychological Predictors of Bystanders' Intention to Help Cyberbullying Victims Among College Students: An Application of Theory of Planned Behavior.

The goal of the present study was to evaluate the Theory of Planned Behavior (TPB) as an explanation for bystanders' intention to help cyberbullying victims among college students. Participants completed an online survey in which their intention, attitude, subjective norm, and perceived behavioral control toward helping cyberbullying victims were assessed. In addition to these traditional TPB variables, empathy toward cyberbullying victims and anticipated regret from not helping victims were included in the model. Results showed that empathy and anticipated regret significantly predicted intention to help cyberbullying victims over and above the traditional TPB variables. Results also showed that gender altered how traditional TPB variables, empathy, and anticipated regret predict bystander's intention to help cyberbullying victims: Empathy and anticipated regret were most robust predictors for males and females, respectively. These results suggest that the TPB is a useful theoretical framework for understanding bystanders' intention to help cyberbullying victims. Implications for developing effective prevention and intervention strategies are discussed.

Understanding activist intentions: An extension of the theory of planned behavior

The current study used the Theory of Planned Behavior (TPB) to examine multiple structural models of low-risk and high-risk activist intentions (Ajzen, 1991). Results indicated a good model fit for both a traditional TPB model (CFI = .96; RMSEA = .06; SRMR = .05; χ2(125) = 283.28, p < .001) and an identity TPB model (CFI = .95; RMSEA = .06; SRMR = .05; χ2 (194) = 434.20, p < .001). The identity TPB model, which included activist identity as a mediator for the TPB variables, accounted for notably more variance in both low-risk activist intentions (44.2% in comparison to 20.1%) and high-risk activist intentions (27.3% in comparison to 12.2%) than the traditional TPB model. The current study increases our understanding of factors that may contribute to low-risk and high-risk activist intentions and highlights the importance of an activist identity to both. The merits of each of the structural models and the practical implications for practice and research are discussed.

Predicting physical activity in university students with disabilities: The role of social ecological barriers in the theory of planned behaviour

BackgroundEven though university students with disabilities are less active than their peers without disabilities, there is scarce knowledge on the predictors of physical activity (PA) in this population. ObjectivesTo predict PA in Spanish university students with disabilities using the Theory of Planned Behaviour (TPB) and to examine the role of social ecological barriers within this theoretical framework. MethodsParticipants (N = 1079; Mean age = 40.12) for this cross-sectional study were recruited through the disability care services of 55 Spanish universities. The TPB constructs were assessed using a questionnaire. The Spanish short form of the International Physical Activity Questionnaire was used to measure PA and the reduced Spanish version of the Barriers to Physical Activity for People with Mobility Impairments was used to measure social ecological barriers. ResultsTwo different models were computed through path analysis. Model 1 included the traditional TPB constructs and model 2 added a social ecological barriers variable. In both models, attitudes (β = 0.152; β = 0.152), subjective norms (β = 0.114; β = 0.115) and self-efficacy (β = 0.657; β = 0.659) each predicted PA intentions. PA intentions (β = 0.118; β = 0.122), self-efficacy (β = 0.225; β = 0.207) and controllability (β = 0.098; β = 0.075) predicted PA. In model 2, social ecological barriers predicted PA (β = 0.099). Regression analyses revealed intrapersonal barriers as a significant predictor of self-efficacy (β = −0.441). Controllability was predicted by intrapersonal barriers (β = −0.265), community barriers (β = −0.100) and organizational barriers (β = −0.095). ConclusionsFuture PA behaviour change interventions should target intentions, self-efficacy and controllability, since they directly predicted PA. These interventions would benefit from considering social ecological barriers to PA.

Malaysian consumers' preference for green packaging

The awareness of green packaging concept among Malaysians is still very unsatisfactory. Thus, this study investigates the awareness of green packaging among Malaysians and to identify the factors which influence consumers to purchase green packaging products based on the traditional theory of planned behaviour (TPB). The methodology used to collect the data from 200 Malaysian retail consumers was conducted via face-to-face interview, using a structured questionnaire. A large group of these respondents has little knowledge about green packaging. The results obtained through multiple regression analysis showed that consumers' purchase intention was influenced by packaging design. Hence, green packaging knowledge, information and visual elements are the deciding factors in attracting consumers to purchase green packed products. The findings from this study will be useful not only to the companies but also to marketers to identify ways to improve their green packaging to attract consumers.

Past behavior and the decision to text while driving among young adults

This study examined how past behavior influences the decision to text while driving among young adults. Exposure to distracted driving behaviors, such as texting and driving, were measured in conjunction with variables related to the Theory of Planned Behaviour (TPB). Participants completed a questionnaire measuring past distracted driving behaviors and traditional TPB variables (intentions, attitudes, subjective norms, perceived control), as well as self-efficacy and moral norms. Texting and driving was found to be a very prevalent behavior, with 83.5% and 76.6% of participants reporting reading or writing a text message while driving in the last 30 days, respectively. Replicating previous studies, regression analyses found that the traditional TPB variables explained a significant proportion of the variance in intentions to text and drive. However, the addition of past behavior, self-efficacy, and moral norms into the model reduced the predictive strength of the traditional TPB variables while increasing the amount of explained variance. The surprising strength of past behavior, self-efficacy, and moral norms suggests that future campaigns and interventions to reduce distracted driving among young adults ought to focus on crafting messages that disrupt the influence of past behavior on future intentions, and concentrate on moral and self-effectual aspects of the behavior.

Determinants of pesticide application: an empirical analysis with theory of planned behaviour

PurposeThe purpose of this paper is to investigate farmers’ intentions to comply with pesticide application standards based on an extended theory of planned behaviour (TPB).Design/methodology/approachBuilt on a TPB framework, it was examined how perceived behavioural control (PBC), behavioural goal (BG), behavioural attitude (BA) and subjective norm (SN) influenced farmers’ intention to comply with pesticide application standards. Data of 986 farmers from five major agricultural provinces in China were collected following a stratified random sampling method. Structural equation modelling was employed for hypothesis testing and analysis.FindingsThe results showed that PBC, BG, behavioural attitude and SN had positive impacts on farmers’ intention in abiding by the standards. Among them in determining farmers’ intention towards compliance with pesticide application standards, farmers’ PBC was found to be the most influential factor, while SN was the least influential factor.Originality/valueThe results indicated that the traditional TPB constructs had significant correlations with farmers’ intention to comply with pesticide standards, demonstrating the applicability of the TPB in the understanding of farmers’ decision-making in a developing country context. It is suggested that psychological factors should be taken into consideration in studying farmers’ decision-making.

Why is announcement training more effective than conversation training for introducing HPV vaccination? A theory-based investigation

BackgroundImproving healthcare providers’ communication about HPV vaccination is critical to increasing uptake. We previously demonstrated that training providers to use presumptive announcements to introduce HPV vaccination improved uptake, whereas training them to use participatory conversations had no effect. To understand how communication training changed provider perceptions and communication practices, we evaluated intermediate outcomes and process measures from our randomized clinical trial, with a particular focus on identifying mechanisms that might explain the announcement training’s impact.MethodsIn 2015, a physician educator delivered 1-h in-clinic HPV vaccination recommendation trainings at 20 primary care clinics in North Carolina serving 11,578 patients age 11 or 12. Clinics were randomized to receive training to use “announcements” that presume parents are ready to vaccinate or “conversations” that invite dialog about vaccination. Training participants were 83 HPV vaccine providers. Pre- and post-training surveys assessed constructs from the theory of planned behavior (TPB), including providers’ attitudes and subjective norms about HPV vaccination and their perceived behavioral control to recommend HPV vaccination. Surveys also assessed providers’ perceptions of the announcement and conversation communication strategies.ResultsBoth trainings improved TPB-related constructs, including providers’ positive attitudes toward HPV vaccination, subjective norms, and perceived behavioral control to recommend the vaccine (all p < .001, Cohen’s d = .62–.90). Furthermore, in both trainings, the amount of time providers reported needing to discuss HPV vaccination with parents decreased from pre-training to 1-month follow-up (mean = 3.8 vs. 3.2 min, p = .01, d = .28). However, announcement trainings outperformed conversation trainings on other measures. For example, providers who received announcement training more often reported that the communication strategy saved them time, was easy to use, helped them promote HPV vaccination as routine care, and increased HPV vaccination coverage in their clinics (all p < .05; d = .44–.60).ConclusionsBoth announcement and conversation trainings improved providers’ HPV vaccine-related perceptions. However, providers viewed announcements as easier to use and more effective, which may help to explain the success of this training approach. Future provider communication interventions should consider implementation outcomes, including acceptability, alongside more traditional TPB constructs.Trial registrationclinicaltrials.gov, NCT02377843. Registered on February 27, 2015.