A QUANTITATIVE APPROACH TO PREDICT ... - SuSanA

perceived behavioural control were also significant but not as subjective norm. 135 This
was contrary to many studies where subjective norm was not the highest predictor and
even sometimes not significant. All the same, it was similar to the findings of Rise,
Astrøm and Sutton. This outcome can be associated with the focus of the study where
the location of the study has more respect for cultural values.
From the analyses of these studies, it comes out that none of the determinants of TPB is
insignificant. However, some conditions should be in place in terms of target group,
enough data collection period and other appropriate methodology to make them
significant, for TPB is a complete theory of behaviour in that any other influences on
behaviour impact by influencing the components of TPB. 136
2.4. Criticisms against TPB
Despite the many applications of TPB, it has as well been criticised to be weak in many
ways. When it comes to perceived behavioural control, it is criticised to be limited to
perception of control and not actual control issues. 137 That is it gives more importance
to internal factors than external factors. This issue was raised during the discussion of
perceived behavioural control where it was mentioned that perceived control alone is
not enough to aid one to engage in a behaviour.
Another problem of TPB is that when it comes to subjective norm, there is no
consideration of the individual’s behaviour history and the broader social
pressures. 138 TPB mentions only significant people but says nothing about the broader
social pressure. Nothing is said about political issues or international factors which
influences the individual.
It has been argued that the distinction between attitude and subjective norm are arbitrary
because the behavioural belief which is a determinant of attitude and normative belief
which is a determinant of subjective norm can be stated equally. An example is given
like ‘as a farmer, my customers want me to use ecosan fertilizer in farming’ which is a
normative belief can be stated the other way round like ‘using ecosan fertilizer in
farming will make my customers happy’ to be behavioural belief which in actual sense,
135 Fekadu, Zelalem and Kraft, Pal, 2002, pp. 38-40
136 Conner, Mark and Normann, Paul 2007, pp. 176-214.
137 Ibid, pp. 182-183
138 Ibid
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