Experimental Application of Theory of Planned Behavior in explaining the behavior of keep up with the Joneses of Married Women in Yazd

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.