Theory of planned behavior in consumer behavior research: A systematic literature review

Abstract

Abstract This study aimed to systematically review and categorize studies on consumer behavior based on theory of planned behavior (TPB), its core constructs, or extensions, and to provide directions for future research agenda. Scopus and the Web of Science were consulted for studies based on TPB, its parts, or extensions. The inclusion criteria were studies published in peer‐reviewed journals, in English, and within the past decade (i.e., between 2012 and 2021). Graphical methods were used to visually display research findings. For the purpose of literature clustering, MAXQDA 2020 software was employed. In total, 118 scientific, peer‐reviewed sources were included in the review. Two categories, five clusters, and seven subclusters emerged from the literature set. The results revealed a significant research tendency toward exploring consumer green behavior and consumer purchase intention of food products. The least‐explored research themes were focused on consumer intention toward and purchase behavior of clothing, green vehicles, and green personal care products. The review confirmed the growing prevalence of TPB in consumer behavior research aimed at exploring factors preceding behavior.