Theory of reasoned action vs. theory of planned behavior: Testing the suitability and sufficiency of a popular behavior model using hunting intentions

Abstract

Abstract The theory of reasoned action (Ajzen & Fishbein, 1980) is being used increasingly in natural resources research related to human attitudes and behavior. We tested whether the theory of planned behavior (Ajzen 1985, 1991; Ajzen & Madden, 1986), an extension of the theory of reasoned action, was a better model for predicting behavioral intention related to behavior that is not entirely volitional, e.g. hunting. We also evaluated the overall sufficiency of the model in predicting hunting intention. Attitude, subjective norm and perceived behavioral control items were administered via telephone to a proportional probability sample (n = 531) of Alabama adults. The model explained a statistically significant increase in variance in hunting intention over the theory of reasoned action; however, we questioned the practical significance of the difference. Although the model explained 38% of the variance in hunting intention, further analysis indicated the model in its basic form was not sufficient for predicting hunting intention. We discuss possible flaws in our operationalization of the model and its suitability for predicting hunting intentions.