Addressing the cross-country applicability of the theory of planned behaviour (TPB): A structured review of multi-country TPB studies

Hassan, L.M. and Shiu, E. and Parry, S. (2015) Addressing the cross-country applicability of the theory of planned behaviour (TPB): A structured review of multi-country TPB studies. Journal of Consumer Behaviour, 15 (1). pp. 72-86. DOI: 10.1002/cb.1536

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The theories of reasoned action and planned behaviour (TRA/TPB) have received substantial research interest from consumer behaviourists. One important area of interest which has not been adequately researched concerns the impact of national culture on the TRA/TPB components and interrelationships. To date, no systematic assessment of the impact of culture on the TRA/TPB model relationships has been undertaken. In order to understand the potential impact of culture on the TRA/TPB model relationships a structured review of TRA/TPB studies is undertaken. Studies that have quantitatively applied the TRA/TPB across at least two countries within a consumption domain since 2000 are reviewed. The authors propose that two of Hofstede�s cultural dimensions, individualism and power distance, may moderate the TRA/TPB relationships. The review highlights that the impact of subjective norm on intention varies most across countries, with the relationship between intention and both attitude and perceived behavioural control operating more similarly across country samples. Further, a systematic assessment of variation in the TRA/TPB model relationships via multilevel modelling shows that only the subjective norm-intention relationship varies across the countries studied. The relationship between subjective norm and intention is found to be influenced by power distance, with a stronger relationship evident in high power distance cultures. This review is the first of its kind and is of significance in addressing the emic versus etic nature of the TRA/TPB. Importantly, the article outlines relevant avenues and recommendations for future cross-national research utilizing the TRA/TPB.

Item Type: Article
Subjects: Research Publications
Departments: College of Business, Law, Education and Social Sciences > Bangor Business School
Date Deposited: 09 Oct 2015 02:31
Last Modified: 30 Sep 2017 02:35
ISSN: 1472-0817
Publisher's Statement: This is the peer reviewed version of this article which has been published in final form at http://dx.doi.org/10.1002/cb.1536. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.
URI: http://e.bangor.ac.uk/id/eprint/5579
Identification Number: DOI: 10.1002/cb.1536
Publisher: John Wiley & Sons
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