Theoretical Framework

There are theories explaining the concept of one’s behavior in response to environmental

factors.

Figure 1. Ajzen’s
Theory of Planned
Behavior

In figure 1, the theory of Icek Ajzen that was proposed in 1985, created a link between

attitude and behavior. It has been applied to study the relationship among beliefs, attitudes and

behavioral intentions (Wikipedia, 2008). It was even use to study numerous health behaviors

including exercise, condom use and relating to the study, smoking intentions among adolescent

children (Gantt, 2001). Social Psychology theorists assert that beliefs and attitudes mediate

intention, and intention motivates into behavior. Ajzen’s theory of planned behavior was

designed to identify the casual past history of behavior and thereby enable the professionals to

alter behavior based on the data received from quantitative instruments.

According to the theory of planned behavior, human action is guided with three kinds of

considerations.

1. Behavioral Beliefs – this pertain to the beliefs of the individual about the likely

outcomes of the behavior and its evaluation (Ajzen, 2006) or simply “whether the

person is in favor of doing it”.. The concept is based on the subjective probability that

the behavior will produce a given outcome (Wikipedia, 2008).

 a. This links produces to the individual’s favorable or unfavorable Attitude

towards the behavior or the individual’s positive or negative evaluation of

self performance of a particular behavior(Ajzen,2006)

(e.g. individual thinks about the unhelpful effects of smoking or its helpful

effects when he smokes). Azjen believes that all behavior can be traced to a

person’s conscious, “accessible” beliefs about the behavior. Attitude

originates from the behavioral beliefs about the advantages and disadvantages

of performing a given behavior.

2. Normative Beliefs – beliefs about the normative expectations of others and the

motivations to comply with these expectations (Ajzen, 2006) or simply the

individual’s perception about that particular behavior (e.g smoking), which is highly

influenced by the judgment of significant others (e.g spouse, parents or friends).

a. After considering his normative beliefs this may result to the individual’s

perception of social normative pressures or the relevant others’ belief that he

or she should or should not perform such behaviors; this is also called

Subjective Norm

3. Perceived Behavioral Control – This pertains to the perception of an individual

about the ease or the difficulty in performing the particular behavior and this includes

the belief about resources, obstacles and opportunities in performing a behavior (e.g

individual thinking about the people that oppose his idea of smoking or thinking

about his friends doing it). This can also directly influence behavior independent

attitudes and the subjective form, in example, a person will tend to perform a

behavior when they view it as having a positive value for themselves, believed that
 others important to them think they should perform the behavior and perceived that

they have control over their behavior (Gant, 2001). Perceived behavioral control leads

to an individual’s thought about the presence of factors that may influence, facilitate

or can impede his behavior.

With this given considerations, in combination, attitude toward the behavior, subjective

norm, and perception of behavioral control lead to the formation of a behavioral intention. As a

general rule, the more encouraging the attitude and subjective form and the greater the perceived

control the stronger the person’s intention to perform the behavior (Ajzen, 2006). Since they

believe that they have the actual control over their behavior they tend to carry it out when the

opportunity arises. Although there is not a perfect relationship between behavioral intention and

actual behavior, intention can be used as a proximal measure of behavior (Francis ET al.2004).