Application of The Theory of Planned Behavior to Generation Z and Higher Education

Abstract

The research reported in the present paper focuses on the application of the public relations function of messaging to the higher education sector. The study draws on relevant perspectives from marketing, education, psychology, and the study of Generation Z. The Theory of Planned Behavior (Ajzen, 1988) serves as the conceptual framework for this research. The homepages of the top twenty small colleges and universities, identified by College Consensus, are scrutinized using Content Analyzes. The results suggest that the values and behavior of Generation Z are not fully covered on each homepage analyzed; however, there is an understanding that such messaging is needed. This review calls for further theoretical work on the implementation of the Theory of Planned Behavior and reveals considerations for the virtual future of marketing for higher education.