The Attitude-Behavior Relationship in Consumer Conduct: The Role of Norms, Past Behavior, and Self-Identity

ABSTRACT. The authors used a revised planned behavior model in the consumer domain. The revised model incorporated separate measures of descriptive and injunctive/ prescriptive norms, self-identity, and past behavior in an effort to improve the predic-tive power of the theory of planned behavior (TPB; I. Ajzen, 1985) in relation to a self-reported consumer behavior: purchasing one’s preferred soft drink. At Time 1, respondents (N = 112) completed self-report measures of (a) attitudes, (b) perceived behavioral control, (c) descriptive and injunctive/prescriptive norms, (d) self-identity, (e) past behavior, and (f) intentions. The authors assessed self-reported behavior 1 week later (Time 2). Attitudes, injunctive/prescriptive norms, descriptive norms, past behavior, and self-identity were all positively related to purchase intentions, and inten-tions were predictive of self-reported behavior at Time 2. These findings highlight the utility of the TPB in the consumer domain