Addressing the cross‐country applicability of the theory of planned behaviour (TPB): A structured review of multi‐country TPB studies

Abstract

The theories of reasoned action and planned behaviour (TRA/TPB) have received substantial research interest from consumer behaviourists. One important area of interest which has not been adequately researched concerns the impact of national culture on the TRA/TPB components and interrelationships. To date, no systematic assessment of the impact of culture on the TRA/TPB model relationships has been undertaken. In order to understand the potential impact of culture on the TRA/TPB model relationships a structured review of TRA/TPB studies is undertaken.Studies that have quantitatively applied the TRA/TPB across at least two countries within a consumption domain since 2000 are reviewed. The authors propose that two of Hofstede's cultural dimensions, individualism and power distance, may moderate the TRA/TPB relationships. The review highlights that the impact of subjective norm on intention varies most across countries, with the relationship between intention and both attitude and perceived behavioural control operating more similarly across country samples. Further, a systematic assessment of variation in the TRA/TPB model relationships via multilevel modelling shows that only the subjective norm-intention relationship varies across the countries studied. The relationship between subjective norm and intention is found to be influenced by power distance, with a stronger relationship evident in high power distance cultures. This review is the first of its kind and is of significance in addressing the emic versus etic nature of the TRA/TPB. Importantly, the article outlines relevant avenues and recommendations for future cross-national research utilizing the TRA/TPB. Key Wordstheory of planned behaviour, cross-country, review, culture, Hofstede 2 INTRODUCTIONThe theories of reasoned action and planned behaviour (TRA/TPB; Fishbein and Ajzen, 1975; Ajzen, 1985; 1991) have received substantial research interest. The TPB is an expectancy value model which states that behaviour is a consequence of one's behavioural intention (the cognitive representation of a consumer's motivation to enact the behaviour), which is in turn explained by the consumer's attitude (positive or negative evaluation of undertaking the behaviour), subjective norm (perceived peer pressure to enact the behaviour) and perceived behavioural control (perception of the ease or difficulty in performing the behaviour). The TPB is an extension of the TRA (Fishbein and Ajzen, 1975) which does not include perceived behavioural control and thus is not designed to explain behaviours that are outside an individual's volitional control. A large number of reviews and meta-analyses have concluded favourably on the ability of the TRA/TPB to explain intention and behaviour across a wide spectrum of contexts (e.g., Albarracin et al., 2001; Armitage and Conner, 2001; Conner and Armitage, 1998; Godin and Kok, 1996; Hagger et al., 2002;Sheeran, 2002;Sheeran and Taylor, 1999;Sheppard et al., 1988;Trafimow et al., 2002;Webb and Sheeran, 2006). There is a ri...

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“…However, many other research works hold different views [17,19,39]. For instance, Chen et al (2014) even found that the effect of PBC on BI was less significant [23].…”

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“…Hassan, Shiu and Parry [28] systematically reviewed studies that utilized the TPB model across more than one country. They performed a systematic literature review for papers published since 2000 that applied the TPB in consumption-related topics.…”

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