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Relationship between Theory of Reasoned Action and Theory of Planned Behavior

XIBA Business Review

Volume 4 Issue 1

Published: 2021
Author(s) Name: M. Siva Bharathy | Author(s) Affiliation: Xavier Inst. of Business Administration, St. Xaviers College (Autonomous), Palayamkottai, Tamil Nadu
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Consumer environmental awareness has gradually increased over the last 3 decades, as the environment has progressed from a fringe to a mainstream issue. Growing media coverage, increased understanding of environmental problems, the rise of pressure group activities, rigorous regulation, and the impact of large industrial disasters on public opinion have all contributed to this. Environmentalism has been a major problem for consumers over the last 3 decades as a result of environmental damage caused by products, production processes, and natural disasters. From Fishbein (1963) consumer expectancy-value behaviour model to the theory of reasoned action (TRA), to the theory of planned behaviour (TPB) have evolved over the last 40 years (Ajzen, 1985; 1991). The main aim of the study presented here is to discuss a deep insight to the Theory of Reasoned Action and The Theory of Planned Behaviour.

Keywords: Consumer Environmentalism, TRA, TPB, Relationship between TR and TPB

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