Theory of Planned Behaviour and Islamic Marketing

Planned Behavior

Ajzen (1985)'s Theory of Planned Behaviour (TPB) is one of the most predictive theories on persuasion and behaviour, and has been well supported by multiple studies with empirical evidence (Ajzen, 1991). In essence, this theory states that behaviour is best predicted by behavioral intention which is in turn influenced by 1) attitude, 2) subjective norm and 3) perceived behavioral … [Continue reading...]