THEORY OF PLANNED BEHAVIOR

Abstract

This study aims to review and synthesize the latest empirical findings (2023-2025) on the application of the Theory of Planned Behavior (TPB) in various contexts of human behavior, with a focus on relevance, integration of additional theories, and directions for development in the modern era. The method used is a Systematic Literature Review (SLR) through searching reputable scientific databases (Taylor & Francis, MDPI, Springer, and Wiley) using a combination of keywords such as “attitude,” “subjective norms,” and “perceived behavioral control.” Selected articles were evaluated based on thematic suitability, methodological accuracy, and empirical relevance to the TPB framework. The results of the analysis show that TPB remains a dominant and flexible theory in explaining human behavior in the fields of ethics, entrepreneurship, green consumption, and digital behavior. Attitude was found to be the strongest predictor of intention (95%), followed by perceived behavioral control (87%) and subjective norms (75%), while additional variables such as morality, self-efficacy, trust, and religiosity strengthened the validity of the model. The discussion also highlights that although high intentions are often formed, there is a gap between intentions and actual behavior due to external factors such as structural barriers and social pressure. In conclusion, TPB remains relevant and effective as a cross-disciplinary model, but it needs to be developed through the integration of mixed-method approaches, moral and technology theories, and expansion into diverse cultural contexts in order to function as a more comprehensive and applicable tool for social analysis and intervention.