Theory of Planned Behavior

Developed by Icek Ajzen in 1985, the theory of planned behavior (TPB) is today perhaps the most popular social-psychological model for the prediction of behavior. It has its roots in Martin Fishbein and Ajzen's theory of reasoned action, which was developed in response to observed lack of correspondence between general dispositions, such as racial or religious attitudes, and actual behavior. Instead of dealing with general attitudes of this kind, the TPB focuses on the behavior itself and goes beyond attitudes to consider such other influences on behavior as perceived social norms and self-efficacy beliefs.

Conceptual Framework

According to the theory, human social behavior is guided by three kinds of considerations: beliefs about the behavior's likely positive and negative outcomes, known as behavioral beliefs; beliefs about the normative ...

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