Theory of Planned Behavior

THEORY ANALYSIS THE THEORY OF PLANNED BEHAVIOR Ajzen’s theory of planned behaviour is shown in Figure 1 is an extension of the theory of reasoned action (TRA). Two assumptions exist that must be true in order for the theory to apply to human behaviour : (1) humans are rational, reasonable being who use information given to assess the behaviour of an action and (2) the likelihood of action is under the elective will of the human. TPB uses three types of belief systems to gauge the intent to act : behavioural beliefs, normative beliefs, and controlled beliefs. Behavioural beliefs describe the attitude related to the outcome of an action, or the attitude toward the behaviour. Normative beliefs encompass the degree to which other’ opinions affect decision making, or subjective norms. Controlled beliefs recognize the confidence level to which the individual has had experience with the action and the relative ease to which the behaviour occurs, or perceived behavioural control (ajzen, 1991 ; Hunter, 2006; George, 2004). If consumers perceive the shopping process as uncontrollable, the process might be overwhelming and the outcomes often unpredictable (Busseri, Lefcourt & Kerton, 1998). Figure 1 Shows The Theory of Planned Behaviour Diagram
Source : Self-prepared

The intentions to behave in a certain way may be predicted by the aforementioned beliefs. Attitudes also play a prominent role in a person decision making. There are four features of attitude : emotions, intentions, knowledge, and values. Intentions toward a behaviour are favourable when behaviour beliefs and social norms are positive. Social norms are the unspoken rules that apply to certain social groups. In others words, when a person have positive attitudes regarding the environment and purchasing sustainable products and the social norms encourage sustainable purchasing habits, that persons are more likely to purchase environmentally-friendly items.
Along with the behavioural component of