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Planned Behavior (TPB)

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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 …show more content…

Moreover, attitude is also determined by the perceived outcome which related to behavior. Hence, when more people believe that the attitude can achieve the target outcome, it will be more likelihood for the people to perform such behavior. Fishbein and Ajzen (1975) have been categorized beliefs into two types which are behavioral beliefs and normative beliefs. In fact, individual attitude is affected by behavioral beliefs to perform a behavior. On the contrary, subjective norm measures the influence of social factor on an individual’s behavior. When social pressure is agreed to that behavior, the people is more likely to perform such behavior. Expectation from family or friend is an example of subjective norm. Subjective norm are affected by normative beliefs to perform a behavior (Fishbein and Ajzen, 1975). Normative belief refers to individual’s beliefs from the important individual such as family or friend to think that he or she should or shouldn’t perform this …show more content…

Several researchers applied TPB in their research studies (Garretson el al., 2002; Vermeir and Verbeke, 2008 . For instance, the availability of food products influenced perceived behavioral control towards the food consumption (Vermeir and Verbeke, 2008). Besides, Garretson el al (2002) also supported that consumer perceptual variables influenced private label purchase intention through attitude. Ajzen (2006) also highlighted that according to TPB, human behavior is controlled by three kinds of beliefs which are behavioral beliefs, normative beliefs and control beliefs. Control beliefs are influenced perceived behavioral control and it defined as beliefs regarding the presence of some factors that may influence the behavior and the perceived power of these factors. In this study, TPB theory is applied. First reason is researcher believes the perceptual factors such as price consciousness, perceived quality, value consciousness and store image is linked to control beliefs and influenced the perceived behavioral control and directly affect the intention. In addition, this study would like to examine the mediating effect on attitude between factors and purchase intention. And, TPB is suitable to apply to this study about the attitude on the purchase intention and perceptual

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