Theory of Planned Behavior (tpb) in Management Thinking

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To complete this study, questionnaire survey was designed to investigate the levels of public intention (attitude, subjective norm, and behavioral beliefs) toward a sustainable transport system. 925 complete surveys are collected from different ages of respondents. Based on the TPB, public intention to use sustainable transport captures the motivation factors for an individual to adapt a sustainable transport system. It indicates how hard the public is willing to try and how much effort they would take to use sustainable transport. There are three factors can affect intention, which are attitude, subjective norm and perceived behavioral control.

Firstly, attitude refers to the degree of public favorable or unfavorable opinion toward the acceptance of sustainable transportation system. Another two aspects to evaluate the attitude domain includes awareness and understanding. (Khoo and Ong, 2012) Awareness of sustainable transport system indicates the knowledge of an individual and the roles it can play in his or her daily life travel. However, understanding evaluate whether an individual accepts the concept of sustainable transportation.

Secondly, subjective norm refers to the social pressure that will perceive to perform the behavior. The social pressure could be an important referent individual or groups around to influence them to accept sustainable transport. The referent individuals include friends, parents, sibling, peers, colleague or other family members. Besides, government is also one of the factors affecting subjective norm through various policy and media effort to influence their intention.

Lastly, perceived behavioral control is also the factor to influence the public acceptance of sustainable transportation. There are also two aspects: willingness to pay and service availability in perceived behavioral control. The willingness to pay indicates that whether they have the high tendency to pay for using sustainable transportation. However, the service availability indicate that the credibility of sustainable transportation. For example, the schedule of transit reach on time and it is always there for them.

References

Khoo, H. L., & Ong, G. P. (2014). Understanding sustainable transportation acceptance behavior: A case study of Klang Valley. International Journal of Sustainable transportation.

Ramayah, T., Mohd Yusoff, Y., & Ibrahim, A. (2009). Applying the Theory of Planned Behavior(TPB) to predict Internet Tax filing Intention. Internal Journal of Management.