The theory of planned behavior (TPB) is a psychological framework that explains human behavior, particularly in the context of decision-making and creating intentions to perform certain actions. Proposed by Icek Ajzen in the late 1980s, TPB suggests that behavior is primarily influenced by a person's attitudes, subjective norms, and perceived behavioral control.
Attitude refers to an individual's personal evaluation or perception of a particular behavior, which can be positive or negative. Subjective norms encompass the perceived social pressure or influence from significant others and one's perception of the social expectations surrounding a specific behavior. Perceived behavioral control relates to an individual's perceived ability and confidence to perform a behavior.
According to TPB, a person's intention to engage in a particular behavior determines their actual behavior. Intentions are influenced by attitudes, subjective norms, and perceived behavioral control. For example, if an individual holds a positive attitude toward recycling (attitude), perceives that their friends and family expect them to recycle (subjective norms), and believes they have control over the recycling process (perceived behavioral control), they are more likely to recycle.
The theory of planned behavior has been widely applied in various fields, such as health psychology, environmental psychology, marketing, and organizational behavior. It provides a comprehensive understanding of the factors that guide human behavior and helps researchers and practitioners in designing interventions and strategies to promote desirable behaviors.
