Social Sustainability
Theory of Planned Behavior (TPB)
Definition
The theory of planned behavior, developed by Icek Ajzen (1985, 1991) as an extension of the theory of reasoned action, holds that behavioural intention — the immediate precursor of behaviour — is shaped by three factors: attitude toward the behaviour, subjective norms (what significant others do and approve), and perceived behavioural control (how capable one feels). It is the most widely applied model in environmental psychology, used to explain and predict recycling, energy conservation, sustainable food choices, transport mode and green purchasing.
References
This reference provides supporting context for how “Theory of Planned Behavior (TPB)” is defined and used.
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Overview
How it is used
The model structures pro-environmental behaviour research, campaign design, survey-based policy evaluation, and the analysis of consumer adoption of sustainable products.
Why it matters
TPB is the standard map of how people decide; sustainability programmes that ignore its three levers tend to fail for predictable reasons.