Theory Of Planned Behaviour Essay
CHAPTER 2: LITERATURE REVIEW
2.0 Introduction
In Chapter 2, the discussion will include the explanation of variables, examination of relationship between the independent variables and dependent variable, review of the theoretical framework model, proposed conceptual framework and lastly conclusion for this chapter. The relevant journals and past studies from secondary sources will be assessed to find out the factors that influencing the Non-Muslim customers’ purchase intention of Halal food products in Malaysia. The major purpose of reviewing the literatures is to provide a historical perspective and framework for this study.
2.1.1 Theory of Planned Behavior
The Theory of Planned Behavior (TPB) predicts an individual 's intention to occupied in a behavior at a giving time and place. It shows that individual behavior is manage by behavior intentions, where behavior intentions are a function of three determinants: an individual’s attitude toward behavior, subjective norms, and perceived behavioral control (Ajzen, 2013).
Azis, Yuhanis A and Vui, Chok N (2012) debate that
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Based on the Theory of Planned Behavior (Ajzen, 1991), TPB deals with the precursor of attitudes, subjective norms and perceived behavioral control. These components are used in an effort to understand people’s intention to include directly or indirectly in a number of activities such as enthusiasm to vote and giving (Hrubes, Ajzen & Daigle,2011). In a direct measurement of these factors, attitude indicates to an evaluative finding about the advantages and disadvantages of execution a behavior, while subjective norms denote to a person 's perception of social pressure to perform the behavior and a perceived behavioral control refers to an individual’s perceived self-assurance in the experience of performing the behavior (Fishbein &
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