The theory of planned behaviour: Issues and challenges

Since its introduction over 25 years ago, the theory of planned behaviour has become one of the most widely used and cited conceptual frameworks for predicting and influencing human behaviour. Yet for all its popularity, or perhaps because of it, the theory has also been the target of a range of critical questions and debates.

In this talk, Professor Icek Ajzen evaluates the current status of the theory of planned behaviour from a conceptual as well as an empirical perspective. Two critical issues are examined. First, the sufficiency of attitudes, subjective norms, and perceptions of control as predictors of intentions -- illustrated in relation to anticipated affect. Second, the role of background factors -- illustrated in relation to the effect of knowledge on beliefs, attitudes, intentions, and behaviour.

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