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In recent decades, the popularity of establishing and utilizing bicycles has spread across numerous cities worldwide, yet its adoption remains limited in Iranian urban centers. The aim of this study is to investigate the public acceptability of bicycle usage in the small town of Aq Qala. The research adopts a quantitative approach combined with deductive reasoning and employs a survey methodology. Data collection utilized a researcher-developed questionnaire, targeting a sample size of 400 individuals. The findings reveal a low level of public acceptance towards bicycle usage, highlighting significant deficiencies in the social dimensions of bicycle utilization within Aq Qala. Moreover, the study observes a lack of significant correlation coefficients among variables such as "attitudes," "Injunctive norms," and even "perceived usefulness" with behavioral variables. This context suggests a prevalent disbelief in bicycles as a viable mode of transportation, with a stronger inclination towards associating bicycles with recreational activities. Additionally, results from the multiple linear regression test underscore the significance of the overall model, highlighting a relationship among socio-psychological variables within the research framework. Notably, the three influencing variables identified are awareness (+0.292), descriptive norms (+0.243), and individual affectivity (-0.312), contributing to a 23% change in the transformability of the dependent variable, as indicated by the adjusted coefficient of determination. Conclusively, the study's statistical findings have been meticulously reviewed and interpreted, shedding light on the complex dynamics surrounding public acceptability of bicycle usage in Aq Qala.

The present study based on the theory of planned behavior, investigates the causes of behavior of keep up with the Joneses among married women in Yazd. The research was conducted through a survey method and data collection tools were a researcher-made questionnaire. Overall, 245 married women in Yazd city were selected by multistage cluster sampling method in 2019 and answered the questionnaire. The results showed that the average behavior of keep up with the Joneses of married women in Yazd was lower than average. The findings also show that the variables of the theory of planned behavior well explain behavior of keep up with the Joneses among married women. The results of regression analysis showed that the variables of this study accounted for 25.1% of the changes in behavior of keep up with the Joneses among married women and two variables of perceived behavioral control and intention of behavior of keep up with the Joneses had a significant effect on the occurrence of behavior of keep up with the Joneses. In general, the results support the propositions of the theory of planned behavior and show that, as the theory of planned behavior puts it, intention of behavior of keep up with the Joneses and perceived behavioral control lead to the occurrence of behavior of keep up with the Joneses.

According to forensic medicine statistics from 2011 to2018, The average death from accidents in Iran has been 17500 people a year.Among the factors affecting the occurrence of a accidents, the determinant roleof drivers' attitudes and beliefs is of great importance in the manner and extentof compliance with the driving rules.

This research is applicable in terms of purpose and survey in terms ofdescriptive-analytical data collection method. The statistical population of thisstudy consisted of traffic offenders in Tehran who sample size was considered390 people using Cochran formula and cluster random sampling method. Datacollection tool included 44-item researcher-made questionnaire based oncomponents of the theory of planned behavior and seventeen incidentalviolations checklist. Descriptive statistics such as frequency, mean andstandard deviation as well as inferential statistics methods such as structuralequation method, regression analysis and discriminant coefficient were usedfor data analysis.

The findings indicate the high power of the components of attitude,behavioral intention, normative beliefs and perceived behavioral control inpredicting the behavior of driving offenders with different levels of incident.The difference between the two groups of low-violent and high- violentincident drivers was that the low-violent incident drivers had a strongerperceived control belief than the other group.

Regarding the influential role of attitudes and normative beliefsin determining the behavior of drivers, designing interventional programs isimportant for enhancing positive attitudes towards traffic safety observance.

It seems that media and virtual spaces may persuade public to make change the smoking behavior as an interfering factor. This paper wants to recognize writing criteria in persuasive health related content, and to assess Iranian health websites which produce and distribute smoking related texts by regarding recognized criteria. For this, it synthesizes planed behavior theory (PBT) and persuasion theory to make distinguish persuasive criteria for changing behavior. Then, by considering these 16 categories as effective and by using qualitative approach and directed qualitative content analysis, the smoking related content in eight websites between April 2017 and December 2017 are analyzed. The overall number of smoking-related texts is 67 cases. Data are analyzed by MAXQDA 10. Findings show that health-related texts have low ability to make change in smoking behavior among smoker audiences. Fear, quotation, and brief-clear concluding have more frequency than other 13 criteria. So, their potential to make change in audience attitude is low. To increase their changing ability, it is needed that content providers consider other 13 criteria, too.

Despite the emphasis on direct and formal pronatlaist policies, little attention has been paid to the role of media on the success of population policies.   After the implementation of antinatalist policies in Iran, the pronatalist policy was formally revealed by the announcement of the population decree by the Supreme Leader in May 2014.  Although the new policy is comprehensive and pays attention to various aspects (i.e quantity and quality) of population, the media discourse only promotes one aspect, that is quantitative aspect of the policy. This means that the media content not only does not have the ability for making behavioral change, but also produces an incomplete picture of the new population policy.  Using the planned behavior theory, this paper identifies factors affecting behavior change, and introduces main discourses in Iran and Keyhan newspapers as the two mainstream media by using critical discourse analysis. Then, discourses are analyzed taking into account the presence or lack of determining factors of fertility. Finally, three principles are proposed for the improvement of  advocacy of population policies which includes a) considering multiple factors affecting fertility behavior, b) taking  informed, selective and rational audience approach, and c) making scientific communication and collaboration between journalists and demographers.

Driving violations among motorcyclists is one of the main issues in traffic incidence. Research shows that their insecure driving plays an important role in driving accidents.

The present study utilizes the theory of planned behavior and the normative view to investigate some of the social factors and attitudes of motorcyclists' driving violations. This research is a survey that interviewed 473 motorcyclists over 18 years of age using a multi-stage cluster sampling method.

The results showed that the tendencies of abusive behavior, subjective norm and perceived behavioral control (behavioral sense of control) had a significant effect on the intent and purpose of motorcyclists for driving violations. The effect of behavioral intent, procedural justice, and the sense of obligation to comply with traffic laws is also high on driving violations. In sum, the results of regression analysis show that the variables of behavioral intention and behavioral control feelings related to the theory of planned behavior and the variables of procedural justice and the sense of necessity in following the traffic rules related to the normative view of 35% of the changes in driving offenses by motorcyclists are explained.

This study tries to examine the role of attitudes، perceived efficacy and environmental valueon electricity consumption behaviorwith sociological orientation. It seeks to answer to this question that to what extent theory of planned behavior might explain electricity consumption behavior at home? According to the theory of planned behavior، an individual initially is influenced by his/her attitude toward energy consumption first، then by perceived efficacy toward energy consumption behavior and finally، by environmental values. The population of this study is consisted of household electricity customers in urban area serviced by Cooperation of Electricity Distribution in West Mazandaran in 2014. Using random sampling method، 437 customers were selected to complete the questionnaires. Validity and reliability of the instrument were confirmed by local expertise and Alpha respectively. The results of the study show that there is a relationship among three components of the theory of planned behavior and electricity consumption management. The study concludes to suggest future researcher to apply different sociological theories to explain customers’’ electricity consumption.

Social life is one of the natural features of humans. Traditional and modern features of gathering have been some evidences of this trend. The basic motivation for this social interaction is interdependence of community members for their spiritual and material needs (Shahbazi, 1996). Our basic values and religious beliefs are also in line with this view. Cooperation can help poor and disadvantaged people providing employments and sustainable livelihoods (Shabanali et al. 2009). Accordingly, in development of the 20-year plan of our country, it has been regarded that equal opportunities for work and employment should be provided for people. Thus, the role of cooperative sector as one of the most democratic sectors of economy is more important (Safari, et al. 2010). These days, during the fifth development plan, the responsibility for providing employment opportunities has been assigned to the cooperative sector. However, cooperation and team work has not been institutionalized in our country. Kohgilouyeh and Boyer-Ahmad province as a part of our country is also not an exception. In the other words, in spite of long traditions of cooperation and team work among people, efficient use of this moral rule has not been so significant. Thus, the main question that arises here is that “why despite of importance and positive functions of cooperation and team work, there is less willingness to do that?” Thus, the Theory of Planned Behavior was used in this study to identify factors which predict the acceptance of cooperative system in Boyer-Ahmad County. This may help planners and decision makers to strength facilitators and to remove barriers of tram work. Conceptually, the model presented in this paper stems from the theory of planned behavior (TPB) as originally proposed by Ajzen (1985). According to the theory of planned behavior, people act in accordance with their intentions and perceptions of control over the behavior, while intentions in turn are influenced by attitudes toward the behavior, subjective norms, and perceptions of behavioral control. The cognitive foundations of these factors are consistent with an expectancy-value formulation (Ajzen, 1991). Attitudes are an individual’s positive or negative evaluation of performing the behavior. Subjective norms are an individual’s beliefs about what significant others think she/he should do. PBC reflects perceptions of the ease or difficulty to perform the behavior of interest (Ajzen, 1991). These constructs are formed by three different kinds of beliefs, namely consequence beliefs, normative beliefs and control beliefs.In this study, the purpose of the modeling was to explain probability of acceptance of cooperative system by respondents. This probability was explained by joint influence of attitudes toward cooperation, subjective norms and perceived behavioral control (PBC).Technically, structural equation modeling (SEM) has been used to test and to estimate causal relations specified in the theoretical model. This type of modeling technique allows for inclusion of latent variables in the models that are not directly measured. Thus, this model allows for incorporation of attitude, subjective norm and perceived behavioral control as latent variables that are indicated by observed variables. In addition, diagnostic parameter such as Chi-square (χ2); Root Mean Square Error of Approximation (RMSEA); Goodness-of-Fit Index (GFI); the Adjusted Goodness of Fit Index (AGFI); the Comparative-Fit-Index (CFI) and the Normed-Fit-Index (NFI) also considered as indicator of the model goodness-of-fit. Survey research method with a pre-structured questionnaire was used to collect data. The validity of the questionnaire was verified by experts and the reliability of research tool was also measured and verified through a pilot study in Sisakht county, Kohgiluye-BoyerAhmad province, using Cronbach’s Alpha reliability coefficient (0.578- 0.944) which pass the widely accepted threshold value. These measures ensure that latent variables are internally consistent i.e. reliable and stable.Research sample was selected among Boyer-Ahmad county residents (n=486) based on Krejcie and Morgan sample size table (Patton, 2002) and stratified random sampling procedure.Research sample in each stratum (rural-urban) was selected in some stages based on Cluster Sampling rules. Thus, in fact research sampling technique of this study is Stratified Random Sampling and within each stratum, a Cluster Sampling approach has been used. The research tool (questionnaire) consisted of nine parts. One to eight parts of it were to measure different components of TPB i.e. cooperative acceptance behavior, behavioral intention, behavioral beliefs, normative beliefs, control beliefs, evaluation of results, impulse to obey, and the power of control beliefs. The ninth part of the questionnaire was about demographic variables such as age, sex, habitat, level of education, employment and so on. Discussion of results and The results of descriptive statistics showed that the mean score of the age of respondents is 31 years and most of them have been in the range of less than 30 years old. 46.3 percent of respondents were from urban areas while the rest of them (53.7 percent) were from rural areas. Also, most of them (about 45 percent) were in secondary and post-secondary education. Finally, about 31.9 percent of them were unemployed and the others were employed in different sectors i.e. governmental (23.9 percent), cooperative (8.4 percent) and private (35.8 percent). The results of descriptive statistics of respondents’ cooperative behavior showed that the mean score of this variable was 1.41 in the range from 1 to 5 which is located in the lower level. Also, the mean score of behavioral intention of the studied sample was 2.97. Moreover, respondents’ attitude towards cooperation and team work was calculated by multiplying behavioral beliefs score to evaluation of results score. Based on this calculation, the mean score of the respondents’ attitude towards cooperation and team work was 15.78 from 25 that is above average. Furthermore, subjective norm was calculated by multiplying normative beliefs to impulse to obey and perceived behavioral control was also calculated by multiplying control beliefs to the power of control beliefs which respectively mean 9.78 and 12.47. To study the relationships between variables, Pearson correlation coefficient was used. The results showed that there were statistically significant and positive relationships between the supposed variables. The Path Analysis was also used to investigate direct and indirect effects of independent variables on dependent variable(s). In the first stage, behavior as the dependent variable and behavioral intention and perceived behavioral control as independent variables were entered to regression analysis simultaneously. The results showed that the direct effects of these two independent variables on the supposed dependent variable were statistically significant and positive, and they were significant predictors of the cooperation acceptance (dependent) variable. The standardized regression coefficients showed that behavioral intention has more effect on cooperation acceptance in comparison to perceived behavioral control. In the second stage, behavioral intention regarded as dependent variable and attitude towards cooperation, subjective norm and perceived behavioral control regarded as independent variables and entered regression analysis simultaneously. The results of this stage showed that direct effects of independent variables on dependent variable are statistically significant. In the other words, those with favorable attitudes toward cooperation, those who have experienced stronger social pressure for cooperation acceptance, and those who feel a sense of control over internal resources (such as potentials and abilities), and over external resources (such as facilities and credits), and over successful perform of behavior, are more willing to accept cooperation system. The standardized regression coefficients showed that attitude towards cooperation has more effect on intention to accept cooperation in comparison to other variables, and then, subjective norms and perceived behavioral control have more effect respectively. However, adjusted R square showed that these independent variables able to explain about 29.3 percent of changes in dependent variable variance.The total standard causal effects of independent variables on cooperation acceptance behavior showed that behavioral intention have the most total effect on behavior and then, perceived behavioral control, attitude towards cooperation and subjective norms placed respectively. In the other words, attitude and subjective norm have only indirect influence on behavior (via behavioral intention).Moreover, the analysis of the goodness of fit showed a good fitness of the supposed model for the studied respondents. Thus, the following recommendations can be present based on research - Continued technical, equipment and financial support of cooperative sector- creating a culture of cooperation in the society via strategies such as publicity, education and extension programs and so on

The purpose of this study was to examine some factors associated with adolescent substance abuse، by using the theory of planned behavior (TPB) framework. This study has been a cross sectional one. A measure consisting of TPB constructs was developed and administered to a sample of adolescents in Tehran، Iran. Data was analyzed to assess the association between TPB constructs and demographic variables and behavioral intention. Totally، 433 male students aged between 11 and 19 were studied. The analysis has shown that drug abuse behavioral intention was predicted by TPB constructs (attitude، subjective norm but no perceived behavioral control) and tobacco use. Behavioral intention was associated with mother`s education grade and exited the tobacco and substance user among family members and friends too. Findings have indicated that substance abuse might be predicted by TPB constructs and associated by some demographic variables.