The theory of planned behavior (TPB) is a psychological theory that links beliefs to behavior. The theory maintains that three core components, namely, attitude, subjective norms, and perceived behavioral control, together shape an individual's behavioral intentions. In turn, a tenet of TPB is that behavioral intention is the most proximal determinant of human social behavior.
The theory was elaborated by Icek Ajzen for the purpose of improving the predictive power of the theory of reasoned action (TRA). Ajzen's idea was to include perceived behavioral control in TPB.[1] Perceived behavior control was not a component of TRA. TPB has been applied to studies of the relations among beliefs, attitudes, behavioral intentions, and behaviors in various human domains. These domains include, but are not limited to, advertising, public relations, advertising campaigns, healthcare, sport management[2] consumer/household finance, and sustainability.
^Ajzen, Icek (1991). "The theory of planned behavior". Organizational Behavior and Human Decision Processes. 50 (2): 179–211. doi:10.1016/0749-5978(91)90020-T. S2CID 260959149.
^Cunningham, George B.; Kwon, Hyungil (1 July 2003). "The Theory of Planned Behaviour and Intentions to Attend a Sport Event". Sport Management Review. 6 (2): 127–145. doi:10.1016/S1441-3523(03)70056-4.
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