The Theory of Planned Behavior—How it Affects Purchasing Behaviors?

Customers’ attitudes and behaviors have significant implications for businesses. As such, entrepreneurs need to keep up to date with how their marketing efforts can guide consumers to purchase their products or services. While others may want cost-effective marketing tactics and ignore the psychological aspects, the Theory of Planned Behavior will help you identify what matters so you can potentially avoid certain pitfalls.

Entrepreneurs need to influence the behavior of customers profoundly. Through the marketing mix, learning how to anticipate customer behavioral intentions can help develop successful marketing strategies. The goal is to impact the purchasing intentions of consumers. It may be a barrier to the desired outcome, not to have this opportunity.

This article will guide you in understanding the Theory of Planned Behavior briefly, so you can affect purchasing decisions by utilizing its concepts. 

Let us explore!

What is the Theory of Planned Behavior? 

According to Encyclopedia.com, the Theory of Planned Behavior identifies the importance of assessing the amount of control an individual has over behaviors and attitudes (perceived behavioral control.)” Additional research shows that it hypothesizes the probability of a person participating in a particular behavior; and is associated with the intensity of their intention to participate.  

So, what does that mean for entrepreneurs?

To address that question, let us further view the concept by looking at the constructs of the Theory developed by Dr. Isaac Eisen.

Constructs of the Theory of Planned Behavior

Under this theory, three independent variables were identified that predict the dependent variable, that is, the Intention. The Intentions then influence behavior.

• Behavioral Attitude – Independent Variable

This attitude means an individual assumes that a particular action or act contributes positively or negatively to their existence. In essence, it is the consumers’ attitude towards an offer. For example, the influence of brand love can elicit strong intentions for a desired behavior, that is becoming advocates and loyal customers of the brand. Understanding the relationship between attitudes and behaviors is essential when crafting marketing strategies.  

• Subjective Norm – Independent Variable

This action refers to what happens around the individual and how they are affected. For instance, people behave differently depending on their values and beliefs regarding social pressure or societal expectations. So, how others regard you can affect what you buy — that social pressure. Entrepreneurs should understand what is going on in the consumer’s minds when confronted with such variable. That can help them achieve the desired results with their tactics. Springer Link, for example, shows that “attitude towards performing the behavior, subjective norm, social acceptance, and fashion involvement were significant predictors of consumers’ purchase intention of luxury alligator leather products.”

• The Perceived Behavioral Control (PBC) – Independent Variable

The PBC refers to how the individual feels, the ease or complexity of demonstrating a decisive action, or acting in a particular way. For example, John does not care for a McDonald’s burger. Still, he will eat it because the restaurant is conveniently located near his place of business, and he can leave work easily at any time to grab a burger and meet his friends who love to eat burgers. So, it is in John’s power to decide to purchase the burger.

Additionally, “Results show that attitude toward brand following, subjective norm, perceived behavioral control, and brand attachment is positively associated with Intention to follow brands on Twitter. Consumers’ Intention to create (i.e., Intention to tweet at brands) and disseminate (i.e., Intention to retweet the links of brands) brand-related information, as well as purchase intention, are the outcomes of Intention to follow brands on Twitter,” as revealed by Taylor and Francis.

How Attitudes Impact Purchasing Decision?

When a consumer has a favorable attitude, that consumer is likely to buy a product or service. And since people’s behavior can change, understanding what impacts the intentions of consumers is vital. Therefore, the more favorable or stronger the constructs — behavior, subjective norm, and perceived control, the more substantial consumers’ desire to perform the behavior to purchase. 

Entrepreneurs can use the Theory of Planned Behavior to assess if consumers have a favorable attitude towards buying their goods or services; are surrounded by high perceived levels of behavioral influence, such as social norms; and high levels of behavioral control.  In addition, they can tap into the strength and specificity leading to a positive behavior and building strategies that will lead to an intention to buy or repurchase goods or service. This must be pivotal in their strategic decision making.

Conclusion

Entrepreneurs who recognize the principles of the Theory of Planned Behavior can have a beneficial impact on customers’ intentions.  That can lead to favorable behaviors for your products or services.  In the end, it can potentially contribute to market growth and provide a buffer over rivalry.

It should be noted that general behavior can be a misleading factor in predicting a purchase, and these behaviors must be eliminated to accomplish the set objectives.  At the same time, customers’ specificity and strength of attitude must be evaluated.  But learning how to influence the actions of customers is the secret. 

So, are you ready to collect more informative data so that you can effectively influence customers’ intentions to purchase?

Let us now examine how you can use the marketing mix at each stage of the purchasing decision.

Please share your thoughts and comments.