The Theory of Planned Behavior: A

Deep Dive into Decision Science

By Soonhan Haddad
(211-23-0004)
TPB THEORIST

Name: Icek Ajzen

Background: Social psychologist
Theory Development: Developed the Theory of Planned Behavior (TPB)
Timeframe: Introduced TPB in the late 1980s
Predecessor Theory: TPB is an extension of his earlier Theory of Reasoned Action
Contributions: Renowned for his work in understanding and predicting human behavior,
particularly in the context of decision-making and intention formation.
Application: TPB has been widely used in psychology, sociology, and other social sciences.
 TPB-THEORY OF PLANNED
BEHAVIOUR
Extension from the theory of reasoned action
Extension of self-efficacy
COMPONENTS OF TPB

1. Attitude (A)
- Represents an individual's positive or negative evaluation of performing a specific behavior.
- It reflects personal beliefs and feelings regarding the behavior.

2. Subjective Norms (SN)

- Refers to social pressure and perceived social expectations related to the behavior.
- It considers the influence of significant others' opinions and norms on behavior.

3. Perceived Behavioral Control (PBC)

- Concerns the individual's perception of the ease or difficulty of performing the behavior.
- It reflects the person's confidence in their ability to carry out the behavior.

They collectively shape an individual’s behavioural intention and

subsequently their action.
EXAMPLE
TPB ASSUMPTIONS and LIMITATIONS

● Behavior is assumed to be conscious and planned.

● Emotions like sadness and frustration are not considered.
● Ignores the individual’s prior needs
● It assumes behavior is a strong predictor of actual
behavior.
● Intentions may be bidirectional.
● It does not address actual control over behavior.
● Behavior is viewed as a linear decision-making process.
RESEARCH ARTICLE:What determines
British consumers’ motivation to buy
sustainable seafood?
Authors: Pirjo Honkanen and James A. Young
Year: 2014
Objective:
To explore the role of determinants of consumers’ buying intentions for sustainable seafood.
Methodology:
Survey of 755 UK respondents.
Utilized the Theory of Planned Behavior as the analytical framework.
Introduced an additional variable: personal norm, pertinent to environmental behavior
Originality/Value:
Addresses the underexplored issue of motivation to buy sustainable seafood.
Significance for those seeking to encourage sustainable consumer behavior.
CONCEPTUAL MODEL
RESULTS
limitations

● Intentions vs. Behavior: It's important to note that this study focused on intention rather
than actual purchasing behavior. The relationship between intention and behavior can vary,
especially in environmental contexts. Further research with actual behavior is needed.
● Correlational Nature of Study: This study is correlational, meaning it identifies
relationships but cannot establish causation. It helps explain how variables in the model
relate to each other.
IMPLICATIONS

Attitudinal change

Normative messages

Value-based Appeals

Individual efforts emphasized

Personal norms influence

Informational campaigns
THANK YOU!