IMPLEMENTATION OF THE THEORY OF PLANNED BEHAVIOR IN THE PRIMARY AND BUSINESS ECONOMIC SECTORS: A SYSTEMATIC LITERATURE REVIEW

Abstract

Marketing researchers and psychologists have widely used the theory of planned behavior (TPB) to predict intention and behavior (Ajzen, 1991), but less attention has been given to the implementation of TPB in the business economy and particularly in primary production and business sectors (P&BS). The scope of the study is to identify the articles published during the past decades concerning the use of TPB alone or in combination with other theories which investigate managers’ or employees’ behaviors and intentions in P&BS. This paper reviews 334 articles abstracts, and the analysis conducts a distribution of articles per publication year, per economy sector, per theme area, as well as a citation analysis, journal contribution to the TPB in P&BS, and detection of other theories used in combination with TPB in P&BS. The results of the analysis revealed that the TPB has been used successfully in a variety of disciplines and that the areas of interest are also broad (Krueger & Carsrud, 1993; Zapkau et al., 2015). Finally, the most important theories used in combination with TPB constructs, are presented (Saeedi et al., 2022; Wang et al., 2022), and some suggestions for potential future research on the subject and implications are provided.