Social Sustainability
Theory of Planned Behavior (TPB)
Ajzen's model explaining behaviour through attitudes, social norms and perceived control — the workhorse of pro-environmental behaviour research.
Definition
The theory of planned behavior, developed by Icek Ajzen (1985, 1991) as an extension of the theory of reasoned action, holds that behavioural intention — the immediate precursor of behaviour — is shaped by three factors: attitude toward the behaviour, subjective norms (what significant others do and approve), and perceived behavioural control (how capable one feels). It is the most widely applied model in environmental psychology, used to explain and predict recycling, energy conservation, sustainable food choices, transport mode and green purchasing.
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