theory of planned behavior

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.

Marketers, especially sports marketers, considering the integration of societies and the rapid development of social media, understand the importance of social media as a strong marketing tool and use these media to communicate with their customers. Therefore, the aim of this research is to determine the effect of social media marketing on the behavior of sport events fans. This research has been done with a survey method in terms of practical purpose. The statistical population of the present study included teachers and students of physical education who were members of fan pages for teams and sport events, and for data collection, according to Morgan's table, 384 questionnaires were distributed online among the available samples. The data was collected using the theory of planned behavior questionnaire, whose validity was confirmed by experts and its reliability by Cronbach's alpha method (86 percent). The results of the hypotheses test, using SPSS software, show that the fans' attitude did not have a positive and significant effect on their sport events behavior. But the positive and significant relationship of enjoyed pleasure, mental norms, perceived behavioral control, with the behavioral intention of fans of a sport events, based on the use of social media marketing, was confirmed.

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.

The main purpose of this research was to study the factors affecting on rural women’s intentions of using herbal medicines. The statistical population of the research consisted of women referred to rural health centers in central district of Karaj township. The sample size consisted of 110 subjects selected by using two-stage sampling technique. Standard questionnaires developed by Mohammdi Zeidi et al. (2012) and Luo et al. (2013) helped to collect data. A panel of experts confirmed content validity of the questionnaires. Construct validity and reliability of the research instrument were confirmed through examining of model fit in three levels of measurement model, structural model and total model. For analyzing data Structural Equation Modeling (SEM) multivariate technique (Partial Least Squares) was used through Smart PLS software. The results showed that two variables of social norms and perceived behavioral control had a positive and significant effect on rural women’s attitude towards the use of herbal medicines. The results also revealed that variables of social norms, perceived behavioral control and attitude had a positive and significant effect on rural women’s intention to use herbal medicines and explained about 61 percent of its variances.

Tehran as a big and a developing Metropolis in Asia suffers from automobile use and its negative impacts for environment and health care. In this situation and according to recent important steps for extending public transport system, main role of the Tehran transportation system is still handled with Motorized vehicles by private use sector.
Nowadays, Transportation planning efforts include increasing Active Transportation. In this regard, Bicycle as a sustainable form of commute is recognized to urban clean transportation, with several economic, and environmental benefits. Cycling as a mode of transportation, especially for short trips is extending its trace between cities. Many of cities around the world have a bike plan to improve usability of bicycles besides other modes of transportation. In spite of an effective role of sustainable modes of travel like walking and cycling, these modes haven’t a good situation in modal share of Tehran city, now. Bicycle use in Tehran is not popular and very few people use a bicycle regularly.
According to Tehran transportation and traffic master plan (2004-2008), Percent of all daily trips are made by bicycle is restricted to only 0.004 of urban commutes. This rate of cycling comes back to various reasons like scope of bicycling infrastructure or culture of people in the city and Psychological variables. One of the factors that received relatively little attention in research on bicycling is the role of social and Psychological variables. Psychological variables directly measure behavior of cycling and its dimension. One of the best ways to measure this, is the social acceptability index. This index is pervasive and is used in various urban planning and transportation topics. In addition, Social acceptance is defined to affirmative reactions toward the specific object. These reactions are related to some kind of behavior.
Measurement of public acceptance for social subjects needs to define a set of factors. There is no consensus on the dynamics surrounding social acceptability. The broader concept of social acceptability encompasses various variables such as attitude and perceptions. In order to have a reliable category, we need to have a theoretical framework. Applying Psychological approach and theories that explaining human behaviors is very popular, in this area.
Theory of planned behavior which is introduced by Ajzen & Fishbein is one of the important efforts for analyzing behavior in Psychological realm. Many researchers have used this method in western countries. We have used this theory as a main theory of this study. Moreover, it was extended by new elements such as injunctive norms and Descriptive Norms from a proposed theoretical framework of Dickey-Griffith (2009). Additionally, Injunctive norm is measured separately. Furthermore, for analyzing background factors that relate to or influence the belief's people, these factors were divided into Main Elements, Perceived features and Personal characteristics. Built environment issues were used as a city and cycling situations according to critics of Handy (2005). Other variables were measured by other related items.
Attitudes
Beliefs
Norms
Intention
Behavior
Perceived Behavioral Control
Subjective Norms
Main Elements Features
Perceived Features
Personal Features
Subjective Norms
Injunctive Norms
Figure1: Theoretical Framework of study
This study is done with a quantitative research method based on extended theory of planned behavior. Data collection for this research was conducted with a researcher-made questionnaire among 495 men gender respondents of Tehran metropolis with Stratified Sampling. In addition, we use confirmatory factor analysis and structural equation modeling as statistical techniques.
Discussion of Results and This survey used a critical approach to current studies of Tehran cycling field. Results indicated that unlike previous researches, bicycle and cycling among Tehran residents have a good position and orient of intervention must change to more acceptance for using the bicycle as a mode of transport. Finding of article supports this idea that cycling can be an excellent mode of transportation for all ages of population in Tehran and not just only for kids and teenagers as mentioned in current studies and documents about cycling in Tehran.
All parameters of the designed models had a significant relation to cycling. Furthermore, between psychological determinants of cycling behavior, health factor had the most important sub-items in attitude variable and social norms had a more relation rather than to attitude in cycling. At norm's item, injunctive norms and Descriptive Norms had the most effect, relatively. Perceived behavioral control had a lowest effect between variables.
Perceptions of respondents said us that cycling was not safe and comfortable in Tehran. In addition, according to spearman correlation in psychological belief items, perceived features were dominant factors to forming attitude variable and meanwhile; health, benefit of cycling and transport necessity had the most relations.
Finding of research showed that increasing bicycling as a mode of transportation has a complex process and is not restricted to just only facilities and infrastructure such as bicycle sharing programs or building separated bike lanes, but it also needs to programs, and policies that support bicycling form psycho-social determinants for understanding and achieving changes in cycling behavior. Furthermore, social acceptability index has a good potential for identifying psycho-social features of enhancing cycling in cities.
This study is the first serious attempt for describing, analyzing and explanting of bicycle use in Iranian cities with Psychological approach, which is done by measuring social acceptability index. By peer looking to findings of this research, revising of stereotypes and existing viewpoint of bicycle and bicycle use in Tehran city is very necessary.
Considering to Injunctive Norms, keeping and maintaining present positive attitude toward cycling are essential for enhancing cycling in Tehran. Moreover, it should be noted that psychological needs of users of bicycle are same importance with physical attributes in cities, and without this; success of every program has no guaranty in long time. By combining these measures and systematic study of bicycle preferable needs and applying in action, Bicycle commuting will be increased subsequently.

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