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Figure 1. The Theory of Planned Behaviour

The Theory of Planned Behaviour is a model that is frequently used to explore pro-environmental behaviors like recycling and energy consumption. The theory assumes that intention, which is influenced by attitudes, subjective norms, and perceived behavioral control, is the best predictor of behavior. Intention is influenced by attitudes toward the behavior, social pressures, and feelings of self-efficacy. The model predicts that these factors will influence intention and ultimately shape behavior.

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Nixon Ernest
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43 views

Figure 1. The Theory of Planned Behaviour

The Theory of Planned Behaviour is a model that is frequently used to explore pro-environmental behaviors like recycling and energy consumption. The theory assumes that intention, which is influenced by attitudes, subjective norms, and perceived behavioral control, is the best predictor of behavior. Intention is influenced by attitudes toward the behavior, social pressures, and feelings of self-efficacy. The model predicts that these factors will influence intention and ultimately shape behavior.

Uploaded by

Nixon Ernest
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Theory of Planned Behaviour

The theory of Planned Behaviour is one of the models most frequently used in the
literature to explore pro-environmental behaviour including recycling, travel mode
choice, energy consumption, water conservation, food choice, and ethical investment
(Stern, 2000; Staats, 2003). Armitage and Conner (2001) identified its application in
154 different contexts. The Theory of Planned Behaviour (Ajzen, 1988) assumes that
the best prediction of behaviour is given by asking people if they are intending to
behave in a certain way. Here we note that the intention will not express itself in
behaviour if it is physically impossible to perform the behaviour or if unexpected
barriers stand in the way.
Assuming intention can explain behaviour, how can intention be explained?.
According to Azjen, three determinants explain behavioural intention:
1. The attitude (opinions of oneself about the behaviour);
2. The subjective norm (opinions of others about the behaviour);
3. The perceived behavioural control (self-efficacy towards the behaviour).

Figure 1. The Theory of Planned Behaviour

attitude

behaviour
subjective norm Intention
background
variables

Perceived
behavioural control

feedback

According to the model attitudes, subjective norms and perceived behavioural control
predict the intention, which in turn predicts the behaviour. Background variables, as
demographical factors, are supposed to influence the behaviour through the three
determinants and the intention. Attitudes, subjective norms and the perceived
behavioural control, explain the behavioural intention before the behaviour takes
place. The intention is a good predictor of the actual behaviour. Theory also says that
the perceived behavioural control is an estimate of the skills needed for expressing the
behaviour and the possibility to overcome barriers. Therefore, a direct influence of
perceived behavioural control on behaviour is supposed. The actual behaviour leads to
feedback about the expectations of the behaviour. In Figure 1, this is shown by the
‘feedback’ arrow.
Furthermore, Ajzen states that for a good and predictive value of the model, it
is necessary that the several model variables are defined on the same level of
specificity: For example, when investigating the explaining factors of buying solar
boilers, prediction will not be found in the attitude toward the environment, but in the
attitude toward solar boilers. If one wants to study pro-environmental behaviour in
general, than the determinants should be measured on this general level.

Comments on theory of Planned Behaviour

The model of the theory of Planned Behaviour assumes that consumers make
decisions by calculating the costs and benefits of different courses of action and
choosing the option that maximises their expected net benefits. The theory of Planned
Behaviour belongs to the so-called group of ‘rational choice models’. It builds on the
following key assumptions:
- Individual self-interest is the appropriate framework for understanding human
behaviour; rational behaviour is the result of processes of cognitive deliberation;
- Internal factors, especially the attitude, play the most important role.
The policy interventions that flow from this model are relatively straightforward.
Policy should seek to ensure that consumers have access to sufficient information to
make informed choices.
Though familiar and widely used, rational choice models have been subject to
an extended critique. This critique is based on the following important claims and
arguments.
• It is well known that human behaviour is extremely complex and consists of
social, moral and altruistic behaviour as well as simply self- interested ones.
More often, behaviour is embedded in collective and social decision-making
contexts and other contextual factors. These factors continually shape and
constrain individual preference.
• Habits and routines - which Simon (1957) referred to as procedural rationality
- bypass cognitive deliberation and undermine a key assumption of the model.
• Emotional or affective responses appear to confound cognitive deliberation. It
is well known in marketing theory, for example, that consumers build
affective relationships with consumer goods.

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