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Revisiting the Theory of Planned Behavior: A Critical Review of Its Foundations, Applications, and Future Directions

Author(s) Dr. Preeti Kushwah
Country India
Abstract The Theory of Planned Behavior (TPB), introduced by IcekAjzen in 1991, has emerged as one of the most influential frameworks for understanding and predicting human behavior across various domains. Building on the Theory of Reasoned Action (TRA), TPB incorporates an additional construct—perceived behavioral control—enhancing the model's explanatory power, particularly in contexts where individuals may not have complete volitional control over their actions. The central premise of TPB suggests that behavioral intention, influenced by attitudes toward the behavior, subjective norms, and perceived behavioral control, is the most immediate determinant of actual behavior.
This critical theoretical review examines TPB's development, components, and empirical applications, focusing on its use in health psychology, environmental behavior, and consumer decision-making. In the health domain, TPB has been widely utilized to predict behaviors like smoking cessation, exercise adherence, and vaccination uptake. In environmental contexts, it offers insights into pro-environmental actions such as recycling and energy conservation. Similarly, in consumer psychology, TPB has informed studies on ethical consumption, organic product choices, and brand loyalty. Despite its wide-ranging utility and considerable empirical support, TPB has faced criticism for several limitations, including its rationalist assumptions, insufficient attention to emotional and habitual influences, and occasional discrepancies between intention and actual behavior.
This review highlights various extensions and integrations of the TPB, including moral norms, affective components, and past behavior, aimed at enhancing its predictive validity. Hybrid models and interdisciplinary adaptations demonstrate the theory’s continued relevance, particularly in complex and digital behavior contexts. Future research is encouraged to explore the integration of TPB with dual-process models and emerging technologies for behavior prediction. This paper thoroughly explains its strengths, limitations, and ongoing relevance in contemporary behavioral science by critically analyzing TPB's structure, applications, and evolving adaptations.
Keywords Theory of Planned Behavior, Behavioral Intention, Health Behavior, Environmental Psychology, Consumer Decision-Making
Published In Volume 16, Issue 1, January-June 2025
Published On 2025-05-20
Cite This Revisiting the Theory of Planned Behavior: A Critical Review of Its Foundations, Applications, and Future Directions - Dr. Preeti Kushwah - IJAIDR Volume 16, Issue 1, January-June 2025.
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