Planned Behaviour Case Study

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This study applied Theory of planned behavior (TPB) as foundation to observe the factors that affects private label brands purchase intention in Northern Malaysia. Theory of planned behavior is an extension theory of reasoned action (TRA) (Fishbein and Ajzen, 1975). TRA is the theory to observed the behavior which driven by intention to perform the action (Fishbein and Ajzen, 1977). On the contrary, TPB explains that the behavior is performed by an individual’s intention which determined by three determinants factors like attitude towards the behavior, subjective norm and perceived behavioral control. TPB has been illustrated in Figure 2.1. According to TPB, a person perform an action is based on his or her intention. Meanwhile, intention is influenced by a person’s beliefs, social pressure and perceived behavioral control (Ajzen, 1991). And,…show more content…
It is likelihood for the people to perform behavior when he or she has available opportunities and resources such as money and information. Perceived behavioral control can influence an individual’s intention and action. According to Ajzen (2002), perceived behavioral control is needed to solve some situation especially when the person lack of volitional control on the behavior of interest. Hence, high level of perceived behavioral control will increase the intention. On the other hands, intention acts as motivational factors that affect the behavior. Ajzen (1991) mentioned that the stronger intention to perform the behavior, the more likely behavior should be perform. However, non-motivational factors such as opportunity and resources like money and time also affects the behavior to be performed. Meanwhile, if an individual has sufficient resource and availability of opportunities together with the intention to perform such behavior, he or she must succeed to perform such
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