The theory of planned behavior: Frequently asked questions
Abstract
The theory of planned behavior (TPB — Ajzen, Organizational Behavior and Human Decision Processes, 1991, 50, 179 – 211; Ajzen, Handbook of theories of social psychology, 2012, 1, 438 – 459) has been widely applied to the prediction and change of behavior, including behavior related to the use of technology. This article provides a brief description of the theory and discusses a number of issues and questions that have been raised with respect to the TPB. Among the issues discussed are the difference between the TPB and the theory of reasoned action, perceived behavioral con-trol versus self-efficacy, the difference between perceived behavioral control and locus of control, the possibility of including additional predictors in the TPB, non-availability of a standard TPB questionnaire, predicting behavior in a choice situation, the intention-behavior gap, and a comparison of the technology acceptance model to the TPB.
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TPB holds that behavioral intention, which includes attitude toward the behavior, subjective norms, and perceived behavioral control, serves as the main determinant of actual behavior.
“According to TPB, behavioral intention, which includes attitude toward the behavior, subjective norms, and perceived behavioral control, serves as the main determinant of actual behavior [11].”
From Enhancing Digital Financial Literacy and Digital Trust for Sustainable Online Loan Adoption among Micro-Entrepreneurs in Developing Economies (2026) · cites this paper as [11]
The TPB is inherently adaptable, allowing for the inclusion of additional predictors to enhance its explanatory power.
“Despite its established utility, the TPB is inherently adaptable, allowing for the inclusion of additional predictors to enhance its explanatory power (Ajzen 2020).”
From Does Greenwashing Wash Away Gen Z's Green Purchase Intention? (2025) · cites this paper as Ajzen 2020
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- Authors
- Ajzen, I.
- Affiliations
- University of Massachusetts Amherst (US)
- Corresponding author
- Ajzen, Icek
- ORCID
- Ajzen, Icek
- Venue
- Human Behavior and Emerging Technologies
- Publisher
- Wiley
- Published
- 2020-06-10
- Volume
- 2
- Issue
- 4
- Pages
- 314-324
- ISSN
- 2578-1863 (ISSN-L)
- OpenAlex
- W3034582256
- Cited by
- 3,347
- References
- 38
- Citations by year
- 2026: 688 · 2025: 825 · 2024: 677 · 2023: 536 · 2022: 433 · 2021: 170 · 2020: 9 · 2019: 1 · 2018: 1 · 2017: 3 · 2015: 1 · 2014: 1 · 2012: 1
- FWCI
- 259.53
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- Locations
- Human Behavior and Emerging Technologies (publishedVersion)
- Topics
- Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
- Keywords
- theory of planned behavior, attitudes, subjective norms, perceived behavioral control, behavioral intention, behavior prediction
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