A Systematic Review of the Theory of Planned Behavior: Methodological Foundations, Empirical Performance, and Modern Extensions in Agribusiness

รองศาสตราจารย์ ดร.Wong Kelly Kai Seng

Department of Agribusiness and Bioresource Economics, Faculty of Agriculture, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia

คำสำคัญ

Keywords: Theory of Planned Behavior; agribusiness; agricultural economics; farmers’ decisions; food consumption; sustainability; technology adoption.

บทคัดย่อ

ABSTRACT The Theory of Planned Behavior (TPB) is a prominent and widely applied psychological framework for predicting and understanding human behavior. This systematic review provides a comprehensive analysis of the model's foundations, its empirical performance, its established limitations, and the primary extensions proposed to address these critiques. Developed by Icek Ajzen as an extension of the Theory of Reasoned Action, the TPB posits that a person's behavioral intention, which is the most direct predictor of action, is shaped by their attitude toward the behavior, subjective norms, and perceived behavioral control. While meta-analyses confirm the model's strong predictive validity for intentions, the report critically examines its enduring limitations, including the persistent intention-behavior gap, its rationalistic focus that overlooks non-volitional factors such as habit and emotion, and the often-weak predictive power of its subjective norm construct. The review synthesizes significant advancements in the literature, detailing the incorporation of additional variables, such as moral norms, self-identity, and past behavior, to enhance explanatory power. It highlights the practical utility of implementation intentions in bridging the gap between intention and action. The report concludes that the TPB serves as a robust foundational framework that has continuously evolved through extensions to account for the complexities of human conduct.

reference

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