Theory Of Planned Behaviour Dalam Penelitian Sikap, Niat Dan Perilaku Konsumen

Models or theories of consumer behaviour derive for the most part from the behavioural sciences. One major theory developed by social psychologists such as Ajzen and Fishbein employing a cognitive approach, is the- Theory of Reasoned Action. This theory states that consumer behaviour can be predicted to a large extent from their behavioural intentions, and that behavioural intention itself is assumed to be a good criterion for such predictors as attitudes towards behaviour and subjective norms. Ajzen then developed the original theory by adding a new variable as an independent predictor, parallel to attitudes and subjective norms, as the intentions. The new variable is known as perceived behavioural control. This variable can also predict intended behaviour. This article discussed the so-called Theory of Planned Behaviour and its empirical support. Keywords: consumer behaviou