The Theory of Planned Behaviour: Explained in Detail

Have you ever wondered why some people stick to their New Year’s resolutions while others abandon them within weeks? The Theory of Planned Behaviour (TPB) offers a fascinating lens through which to understand such behaviours. Developed by Icek Ajzen, this theory delves into the intricate relationship between beliefs, attitudes, and intentions.  

According to this theory, an individual's success depends not only on their desire but also on the support they perceive from their loved ones and their belief in their ability.  

In this blog, we will explore the Theory of Planned Behaviour in detail. We will uncover the key components and applications that make it a powerful tool for predicting and understanding human behaviour.

Table of Contents 

1) What is the Theory of Planned Behaviour? 

2) Theory of Planned Behaviour: Ajzen's Framework 

3) General Theory of Planned Behaviour 

4) When to use the Theory of Planned Behaviour? 

5) Hypothetical Examples of Theory of Planned Behaviour  

6) Conclusion 

What is the Theory of Planned Behaviour? 

The Theory of Planned Behaviour is a psychological framework developed by Icek Ajzen in 1985. It aims to predict and understand human behaviour by examining the interplay of beliefs, attitudes, and intentions.  

The theory expands upon the Theory of Reasoned Action by including perceived behavioural control, offering a more thorough explanation of behaviours. In the context of theories of entrepreneurship, this addition helps clarify actions where individuals have different levels of control.

Theory of Planned Behaviour: Ajzen's Framework 

Icek Ajzen’s Theory of Planned Behaviour provides a framework for understanding the link between our intentions and actions. It also considers social norms, normative beliefs, and specific behaviours. According to this theory, behavioural intentions are influenced by three factors. Let’s delve into these factors more closely: 

1) Attitudes 

Attitudes refer to an individual’s overall evaluation or thoughts about performing a particular action. A positive attitude towards a behaviour increases the likelihood of intending to perform it. For instance, if someone enjoys exercising and believes it benefits their health, they are more likely to plan regular physical activity. 

Conversely, negative attitudes can deter behaviour. Someone who dislikes exercise or perceives it as harmful will likely avoid exercising regularly. Thus, attitudes significantly influence our behaviours and how we perform them. 

2) Subjective Norms 

Subjective norms involve perceptions of social pressure or influence regarding a behaviour. People consider whether their family, friends, or colleagues approve or disapprove of their actions. This social influence affects their behaviour. For example, if your friends encourage healthy eating, you are more likely to plan to eat healthily. 

On the other hand, if your friends discourage certain behaviours, such as eating healthy food, you may be less inclined to follow that behaviour and might opt for junk food instead. Subjective norms, therefore, shape our thinking, intentions, and actions. 

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3) Perceived Behavioural Control 

The third factor in the TPB is perceived behavioural control, which relates to beliefs about one’s ability to perform a behaviour. It also refers to the perceived ease or difficulty of carrying out the behaviour. A higher perception of control strengthens intentions and makes it easier to perform an action. 

For example, someone who believes they have the skills and resources to start a business is more likely to pursue entrepreneurship and take steps to launch their company. Conversely, low perceived control can weaken intentions and deter the behaviour.

General Theory of Planned Behaviour

The Theory of Planned Behaviour is a comprehensive framework that explains how human behaviour is influenced by various factors. It is built on three core components. Let's explore them:

1) Behavioural Beliefs

Behavioural beliefs refer to the individual’s perceptions about the likely outcomes of a behaviour and the evaluations of these outcomes. These beliefs are formed based on past experiences, information from others, and personal reflections. For example, if a person believes that exercising will lead to improved health and they value good health, they will have a positive attitude towards exercising.  

These attitudes significantly influence their intention to engage in the behaviour. Positive behavioural beliefs increase the likelihood of forming strong intentions to perform the behaviour, while negative beliefs can deter the behaviour.

2) Normative Beliefs 

Normative beliefs involve the perceived social pressure to perform or not perform a behaviour. These beliefs are shaped by the expectations of significant others, such as family, friends, colleagues, and society at large. For instance, if a person believes that their peers expect them to eat healthily and they value their peers’ opinions, they are more likely to intend to eat healthily.  

Normative beliefs influence subjective norms, which are the individual’s perceptions of social pressure. Strong normative beliefs can lead to stronger intentions to comply with social expectations, while weak normative beliefs may result in lower intentions to perform the behaviour.

3) Control Beliefs

Control beliefs pertain to the perceived ease or difficulty of performing a behaviour influenced by past experiences and anticipated obstacles. These beliefs reflect the individual’s confidence in their ability to execute the behaviour. For example, if someone believes they have the necessary resources, skills, and opportunities to start a business, they are more likely to intend to do so.  

Control beliefs contribute to perceived behavioural control, which is the individual’s perception of their ability to perform the behaviour. High perceived control strengthens behavioural intentions and increases the likelihood of performing the behaviour, while low perceived control can weaken intentions and deter the behaviour. 

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When to use the Theory of Planned Behaviour?

The Theory of Planned Behaviour is widely utilised in fields where understanding and predicting human behaviour is essential. Its adaptability makes it relevant across various domains, aiding in the design of effective interventions, policies, and campaigns. Here are some key areas of application:
 

a) TPB analyses factors influencing financial behaviours such as saving, investing, borrowing, and retirement planning, aiding in the development of financial policy initiatives. 

b) TPB applies to entrepreneurial intentions and attitudes towards entrepreneurship, fostering an entrepreneurial culture. 

c) TPB enables managers to improve employee attitudes, job satisfaction, and intentions to engage in Organisational Behaviour. 

d) TPB can be used to analyse supplier and partner relationships and predict intentions to engage in supply chain practices. 

e) TPB helps evaluate attitudes and intentions towards international expansion, market entry strategies, and cross-cultural business practices. 

f) TPB helps in understanding consumer attitudes, intentions, and purchase decisions, guiding marketing strategies, product development, and branding efforts. 

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Hypothetical Examples of Theory of Planned Behaviour  

The Theory of Planned Behaviour provides a robust framework for understanding how attitudes, subjective norms, and perceived behavioural control influence our intentions and actions. By applying this theory, businesses can better predict and shape consumer behaviour. Here are some hypothetical examples to illustrate how TPB can be utilised in real-world scenarios: 

1) Samsung 

Imagine Samsung is preparing to launch new eco-friendly smartphones. Market research indicates a positive attitude towards sustainability, which in turn influences customers’ purchase intentions. Collaborations with environmental organisations and celebrities bolster subjective norms, enhancing social approval and public interest. 

Samsung also tackles purchase barriers by offering affordable pricing and ensuring widespread availability, thereby enhancing perceived behavioural control. By aligning with the principles of the Theory of Planned Behaviour, Samsung effectively influences consumer intentions and encourages the adoption of its new environmentally sustainable products. 

2) Ford 

Let's assume that Ford is planning to launch a new Electric Vehicle (EV) model, which aligns with positive consumer attitudes towards sustainability. Their marketing emphasises the benefits of EVs, such as reduced emissions, which increases the likelihood of purchase among their customer base. 

Ford secures endorsements from environmental organisations and celebrities to reinforce social approval. Recommendations and social media influencers further strengthen subjective norms. Additionally, they invest in infrastructure and support services for EV owners, enhancing perceived control over the ownership experience. By addressing barriers to EV ownership, Ford enables customers to make informed decisions and strengthens their purchase intentions. 

Conclusion 

In conclusion, the Theory of Planned Behaviour offers a powerful framework for understanding and predicting human actions. By examining the intricate interplay of attitudes, and perceived control, you can better grasp why you succeed or falter in your goals. Harness the principles of TPB to turn your intentions into meaningful achievements! 

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