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The high dropout rate among online learning students is a serious issue. Using the theory of planned behavior as a framework, this study investigates what effect attitude, opinion of others and perceived ease of online learning technologies leave on Pakistani online students' persistence intentions.

The sample of this study comprises 320 students enrolled at a distance learning university in Pakistan. Online questionnaires are used to gather data for the study. Correlations and regression analysis are run to figure out the effect of independent variables on the dependent variable of the study.

The findings of the study show that 51% variance in online students’ persistence intentions can be explained by personal attitude, subjective norms and perceived behavioral control.

The use of a non-random sampling technique along with a cross-sectional design form the major limitations of the study.

The outcome of the study may help online education providers as well as policymakers to design programs and initiatives to improve students’ retention in online study programs.

The study contributed to the extant literature by finding out Pakistani online students’ persistence behavior is affected by their attitude, subjective norms and perceived ease of online learning. The study also found that the opinion of people closely related to students influences their study persistence decisions.

The current research takes a closer look at the investment intention of Generation Z and its relation to investing in a speculative market. The study applies the theory of planned behaviour (TPB) to understand the dominant factors leading to Generation Z investment decisions in speculative markets. The main objective is to identify whether these decisions are learnt decisions or herd behaviours.

Structural equation modelling is used to evaluate the research model, and examine the mediation effect of financial literacy using bootstrapping in AMOS software. Information was gathered from 271 students studying at the University of Technology and Applied Sciences. The questionnaire used for the survey was adapted from previous related studies examining the TPB.

The findings show financial literacy and behavioural outcome (attitude) are key components associated with investment intention. Motivation to comply (subjective norm) affects the intention to invest if mediated by financial literacy. The subjective norm has no bearing on the intention to invest in a speculative market. This implies social peers have no bearing on their intention to invest unless mediated by financial literacy.

The main limitation of the study is that the group from which the sample is drawn consists of all students at a state-funded university who receive stipends. This limits the applicability of related findings. Furthermore, the variables have dynamic properties, which implies their impacts may vary over time.

Generation Z comprises a large number of small investors who can make a significant difference to the overall economic trends of the country. The digital world, which is time- and space-infinite, is shaping the next generation. It is only possible to reach and sway their opinions by conducting extensive behavioural science research.

Academic institutions ought to be viewed as a resource for conducting additional in-depth research on a variety of subjects to assist and shape the current generation for a better future.

Although the TPB has been used by many researchers to explore the behavioural intention of Generation Z, very few have used financial literacy as a perceived behaviour control to study its direct and indirect effects on behaviour intention.

This paper examines how U.S. consumer intentions to adopt hemp vary across product types using the theory of planned behavior (TPB).

Data were collected via an online survey of U.S. residents in 2022 (n = 1,948). Two-step structural equation modeling is used to examine how TPB constructs and background factors influence intent to use five different hemp-based products: cannabidiol (CBD), clothing, food, personal care products, and pet products. Data are analyzed using R.

Positive attitudes towards all categories of hemp-based products increase the probability of adoption, while subjective norm and perceived behavioral control have limited and varied significant influence across product models. Age has a consistent significant and negative influence on adoption.

Findings highlight consumer segmentation and marketing opportunities, inform hemp stakeholder decision-making, and provide directions for future research. Given the absence of explanatory power of SN and PBC on most product models and the diversity of products and nuanced U.S. hemp policy, future research could investigate expanded iterations of TPB. Using revealed behavior could also highlight potential intention-behavior gaps and offer more robust insights for hemp stakeholders.

Findings contribute to a limited body of information on markets and consumer demand for hemp in the U.S.

With the crescent globalisation together with economic and food crisis, consumers are increasingly confronted with food products from different origins and appeals to consume “national”. If many food products can be related to a specific region or country, many are sold as commodities with Portuguese origin indication. One factor influencing the purchase behaviour of domestic food products is the consumer ethnocentrism (CE) characteristic. The aim of this paper is to study consumers' purchase behaviour intention towards “produce in Portugal” fruits and vegetables applying a CE extended model of the theory of planned behaviour (TPB).

A questionnaire was presented to random sample of 700 individuals older than 18 and responsible for the household food purchase by computer-assisted telephone interview (CAT) system. Structural equation modelling (SEM) was conducted to examine direct and indirect effects of attitude (ATT), subjective norms (SuBNs), perceived behavioural controls (PBCNTRLs), intention and self-congruity on domestic fresh fruits and vegetables purchases.

Findings suggest that TPB model is applicable in determining the consumers' intention to buy domestic fruits and vegetables in Portugal. CE has been shown to successfully influence purchase intention.

This study provides the food industry and retail with informative basis about which mechanisms underlie the consumers' intention to buy domestic food. Also, this study provides useful insight into how different food categories and label affect the consumers' intentions, which can serve for communication strategies in order to increase purchase of domestic products as fruits and vegetables. New food categories should be studied.

This study gives a new approach on Portuguese consumer ethnocentric tendencies and opens a discussion on consumer purchase intention on Portuguese low value food products. This gives a first insight on Portuguese consumer ethnocentric behaviour.

Vegetarian and vegan dietary practices have recently moved from being marginal activities to occupying a more mainstream position. While the reasons for this have been analysed by many researchers, the extent to which the underlying motives may influence other behavioural contexts remains relatively unexplored. The present research thus analyses the degree to which vegetarians and vegans also act in an environmental and animal-conscious manner.

A self-administered survey was conducted among omnivores, conscientious omnivores, vegetarians and vegans in Austria. The research design is embedded in an extended version of the theory of planned behaviour (TPB). A mixed-mode sampling strategy resulted in 556 completed surveys.

The TPB correlation analysis shows that there are significant relations between dietary motives, subjective norms, attitudes, behavioural intentions and the behaviour in question. When considering all dietary groups, the results indicate that the differentiation in behaviour is impacted by dietary identity: the stricter the diet, the stronger the behaviour related to animal-wellbeing and environmental protection.

First, this research evaluated motivational drivers through a pairwise comparison, which resulted in strength factors instead of single motivational driver. Second and foremost, this research draws a connection between dietary categories and the wider behavioural implications related to these identities and their underlying motivational drivers.

This study aims to identify the counterproductive knowledge behavior (CKB) of volunteers in nonprofit organizations and its influencing factors, based on the theories of planned behavior and well-being.

An online survey was used to collect 496 valid responses. A structural equation model was constructed, and the relationships among the constructs were estimated via the maximum likelihood method. To analyze the direct and indirect effects, 2,000 bootstrapping runs were conducted. A Kruskal-Wallis test was also conducted to analyze the relationship between the variables.

A combination of organizational factors and individual attitudes and perceptions can be used to explain CKB. Insecurity about knowledge sharing had the greatest impact on CKB. A competitive organizational norm induced CKB while a knowledge-sharing organizational norm did not have a significant impact. Further, the more self-determined the volunteer activity was, the more the CKB was suppressed. However, well-being did not have a significant direct effect. Volunteers with high levels of well-being and self-determination had significantly lower levels of insecurity about knowledge sharing compared to those who did not.

Well-being arising from volunteering did not directly suppress CKB. To improve organizational efficiency by reducing CKB, nonprofit organization managers should provide intrinsically motivating tasks and interact with the volunteers.

There is a lack of empirical research on CKB in volunteer organizations; therefore, the authors propose a new approach to knowledge management in volunteer activities.

This study aimed to investigate the gendered nature of craft beer (CB) consumption in Italy and Germany.

Data were collected through online surveys in Italy (N = 210) and Germany (N = 211). Based on an enhanced version of the theory of planned behaviour, mean value difference tests and moderated regression analyses with gender as a moderator were performed to test gender effects on CB consumption behaviour.

The study results provide evidence that the gap in CB consumption behaviour is not very pronounced. In the German sample, gender did not moderate the effects of the model components on behavioural intent. However, the study found significant mean differences in all model variables. In the Italian sample, gender moderated the effects of several components of the theory of planned behaviour on behavioural intention. Hence, CB consumption appears to represent an opportunity for Italian women to negotiate their womanhood in a historically masculine-dominated space.

The limitations of these data are the focus on two specific countries, the use of small-sized samples and the prediction of behavioural intentions instead of actual behaviour.

The study may help marketing managers develop appropriate marketing strategies based on a better understanding of gender-specific needs in CB consumption.

This investigation provides the first comparative analysis of gender-specific behavioural patterns in CB consumption in two European countries characterised by notably different beer cultures.

This research examines what motivates professional truck drivers to engage in eco-driving by linking their self-reports with objective driving scores.

Theory of Planned Behavior (TPB) is illustrated in an embedded, single-case study of a Finnish carrier with 17 of its truck drivers. Data are obtained through in-depth interviews with drivers, their fuel-efficiency scores generated by fleet telematics and a focus group session with the management.

Discrepancies between drivers’ intentions and eco-driving behaviors are illustrated in a two-by-two matrix that classifies drivers into four categories: ideal eco-drivers, wildcards, wannabes and non-eco-drivers. Attitudes, subjective norms and perceived behavioral control are examined for drivers within each category, revealing that drivers’ perceptions did not always align with the reality of their driving.

This study strengthens the utility of TPB through data triangulation while also revealing the theory’s inherent limitations in elucidating the underlying causes of its three antecedents and their impact on the variance in driving behaviors.

Managerial insights are offered to fleet managers and eco-driving solution providers to stipulate the right conditions for drivers to enhance fuel-efficiency outcomes of transport fleets.

This is one of the first studies to give a voice to professional truck drivers about their daily eco-driving practice.

This paper claims to identify the behavioral and cultural features that push to use, or not, cryptocurrencies for electronic commerce. Indeed, despite the use of cryptocurrencies for electronic commerce spreading worldwide at a fast and growing pace, there are supporters and detractors among their users. The analysis of what distinguish these two groups of users is fundamental for understanding their different intention to use cryptocurrencies for electronic commerce.

A survey has been administered to 2,532 cryptocurrencies’ users across the USA and China, collecting data on their behavioral predispositions and cultural features. Results were then analyzed through structured equation modeling.

Results showed that while attitude, subjective norms, perceived behavioral control and herding behavior have a positive impact on the intention to use cryptocurrencies for electronic commerce, financial literacy has no influence. Cultural dimensions amplified or reduced the discovered relationships and caused different effects: positive for the USA and negative for China when considering illegal attitude and perceived risk.

Theory of planned behavior, financial behavior and cultural factors can, all together, represent a useful framework for envisioning the behavior of users in adopting cryptocurrencies for electronic commerce purposes through a test of all its elements. To the best of the authors’ knowledge, this is the first study considering behavior and cultural variables on the intention to use cryptocurrencies for electronic commerce as well as being the largest carried out, in terms of sample, on the cryptocurrency topic.

This paper aims to examine tourists' behavioral changes in response to health crises, this study examines the individual's uncertainty and adaptability to the challenges using behavioral coping strategies.

The study combines the theory of planned behavior (TPB) and protection motivation theory. Using the PLS-SEM technique, this study examines the relationship between the destination's competitive profits and travel intention of Iranian tourists in the post-Covid-19 pandemic.

The social-support coping (Instrumental) does not incorporate tourists' adaptive behaviors. Vulnerable vaccination significantly affects the extremeness of an individual's problem-focused coping, which affects tourist's adaptive behaviors in crisis time, indicating the effectiveness of the Covid-19 vaccination on travel intention.

The findings may assist tourism authorities and planners develop unique tourism products and services based on tourist behavior following the health crises.

This study contributes to development of the TPB method, indicating that visa exemption and competitive profits of a destination would motivate travel intention existing inefficacy of local government and its negative background, reshaping and thus influencing changing behavior.