The Theory of Planned Behaviour (TPB): A Beginner's Guide

Every day, people make conscious decisions about what they want to change, improve, or avoid. Yet, good intentions alone are rarely enough to guarantee action, as behaviour is shaped by more than just motivation.

The Theory of Planned Behaviour (TPB) explains this complexity by examining how attitudes, social expectations, and perceived control influence intentions and actions. This blog introduces TPB and explains why it remains a valuable framework for understanding human behaviour in real-world situations.

Table of Contents

1) What is the Theory of Planned Behaviour?

2) Key Components of Theory of Planned Behaviour

3) Key Terms of Theory of Planned Behaviour

4) When to Use the Theory of Planned Behaviour?

5) Assumptions & Limitations

6) Related Theories

7) Hypothetical Examples of Theory of Planned Behaviour

8) Conclusion

What is the Theory of Planned Behaviour?

The Theory of Planned Behaviour (TPB) is a well-known psychological model that explains the influence of intention on the behaviour of human beings. These intentions are affected by three major factors: attitudes toward the behaviour, subjective norms (social norms), and perceived behavioural control.

By analysing all these factors together, TPB can be used to determine the probability that a person may adopt a particular behaviour, and it is extensively used in the disciplines of psychology, health, marketing, and social sciences.

Key Components of Theory of Planned Behaviour

The TPB is a psychological framework that explains how human behaviour is influenced by individual intentions. According to this theory, a person’s behavioural intentions are determined by three key components. Let's check what those components are:

1) Attitudes

Attitudes are the methods of assessing the behaviours in either a positive or a negative way. As an example, a person can have a positive attitude to exercise when they get informed about its advantages, such as increasing the level of physical condition, developing the mood, and maintaining energy balance. Whenever the results appear to be positive, the desire to act grows.

2) Subjective Norms

Subjective norms entail the social exertions and influences of the environment. This social support can motivate people to join fitness activities by buying and sharing success, taking classes, and participating in other activities in fitness clubs with friends and colleagues. The perceived support or inspiration of other people might make a critical impact on the choice to behave in a certain way.

3) Perceived Behavioural Control

Perceived behavioural control defines the trust in the possession of the ability to perform behaviour. Availability of resources, time, money, and support makes an individual feel like they are able to take some action. As an example, living near the gym, the ability to work with a flexible schedule, and the encouragement from experienced friends can make one believe in the effectiveness of new exercise routine.

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Key Terms of Theory of Planned Behaviour

Now, it is time for you to explore the key terms used in the TPB. Here are some of the popular terms used in TPB:

1) Behavioural Intention

Behavioural intention refers to a person's readiness to perform a specific behaviour. It is influenced by attitudes toward the behaviour, subjective norms, and perceived behavioural control. A stronger intention increases the likelihood of performing the behaviour.

2) Social Norms

Social norms, or subjective norms, involve perceived social pressure to perform or not perform a behaviour. They are shaped by normative beliefs about whether important others approve or disapprove of the behaviour.

3) Self-Efficacy

Self-efficacy, closely related to perceived behavioural control, refers to an individual's belief in their capability to execute behaviours necessary to produce specific performance attainments. High self-efficacy can enhance motivation and persistence in behaviour change.

4) Behavioural Beliefs

Behavioural beliefs are the individual's beliefs about the likely outcomes of a behaviour and the evaluations of these outcomes. These beliefs contribute to forming an attitude toward behaviour and play a crucial role in Behaviour Management by shaping how individuals assess and respond to specific actions.

5) Normative Beliefs

Normative beliefs pertain to the perceived expectations of important others regarding whether one should perform a behaviour. These beliefs, combined with motivation to comply, shape subjective norms.

6) Control Beliefs

Control beliefs involve the perceived presence of factors that may facilitate or impede performance of a behaviour. These beliefs influence perceived behavioural control, affecting both intentions and actions.

7) Theory of Reasoned Action

The Theory of Reasoned Action (TRA) is a precursor to TPB, positing that behavioural intention is determined by attitudes toward the behaviour and subjective norms. TPB extends TRA by adding perceived behavioural control to account for behaviours outside of one's complete volitional control.

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When to Use the Theory of Planned Behaviour?

The TPB 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.

Evaluation of the Theory of Planned Behaviour

Now you know what is TPB, the theory that is popularly considered helpful in the context of human behaviour. Although it has been successfully implemented in different areas, such as health psychology, it possesses some limitations as well. The analysis of its main strengths and weaknesses is as follows:

1) Strengths

The strengths are:

a) TPB has a wide application in the field of health psychology, and this speaks to its credibility and the usefulness of predicting behaviour.

b) The theory also acknowledges peer (subjective norms) as factors associated with the ability to change behaviour, which is especially relevant when it comes to combating the behavioural trends of addiction, as well as contributing to behavioural modifications.

c) Its systematic intervention style enables professionals to create interventions that will get to the attitudes, social pressures, and perceived control.

2) Limitations

The weak points are:

a) Theory is missing out on emotions and concentrates on cognitive processes like motivation and beliefs, with the main consideration that it cannot fully explain behaviour change, particularly in emotive situations such as addiction.

b) Studies based on this theory usually resort to self-report questionnaires, which can be subject to social desirability bias and decrease the internal validity of the results.

c The use of rational decision-making assumptions in the model is not able to closely capture spontaneous and habitual behaviours.

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Related Theories

The TPB theory is closely linked to several related models in psychology and behavioural science.

1) Theory of Reasoned Action (TRA):

The foundation of TPB lies in this theory, which explains behaviour through attitudes and subjective norms, but without considering control factors. TPB extends this by adding perceived behavioural control, making it more comprehensive.

2) Social Cognitive Theory (SCT):

It also relates to Social Cognitive Theory, which emphasises the importance of self-efficacy, environmental influences, and reciprocal interactions, which align with TPB’s concept of perceived behavioural control.

3) Health Belief Model (HBM):

Another related model is the Health Belief Model, which explains behaviour based on perceived risks, benefits, and barriers. While TPB focuses on intention, the HBM emphasises personal beliefs about outcomes, making both frameworks complementary in behaviour research.

Hypothetical Examples of Theory of Planned Behaviour

The TPB 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

By promoting eco-friendly smartphones through social approval and partnerships, and ensuring affordable prices and easy availability, Samsung increases customers’ intentions to buy.

2) Ford

Ford’s new electric vehicle leverages positive attitudes toward green technology, social influence, and accessible charging infrastructure to encourage adoption.

Conclusion

The Theory of Planned Behaviour offers a clear guideline on the way human behaviour is determined by the interaction of attitudes, social norms, and perceived control. Although there are certain drawbacks, it is useful in the analysis of behaviour because of its practical uses. Knowledge of this theory can assist individuals and organisations in coming up with more effective approaches to change positive behaviours.

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