Premium
Including Moral Dimensions of Choice Within the Structure of the Theory of Planned Behavior 1
Author(s) -
Raats Monique M.,
Shepherd Richard,
Sparks Paul
Publication year - 1995
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.1995.tb01763.x
Subject(s) - theory of planned behavior , obligation , psychology , moral obligation , social psychology , consumption (sociology) , morality , inclusion (mineral) , control (management) , epistemology , social science , philosophy , management , sociology , political science , law , economics
There have been a number of recommendations for reducing fat in the diet, of which consuming milk of a lower fat content is one of the most popular. In the reported study, the Theory of Planned Behavior (TPB) was applied to attitudes towards the consumption of milks of differing fat contents. Subjects ( N = 257) completed a mail questionnaire in which the basic components of the model were assessed. A measure of perceived moral obligation for family's health was also included since it was predicted that this would constitute an influence not only on intentions, but also on attitudes. The findings largely support the predictive effect of the inclusion of the measure of perceived moral obligation. Differential attitudes and the use of alternative outcome evaluation scales are also examined. The findings are discussed in relation to possible extensions to the model.