Application of the theory of planned behavior in social marketing studies: a systematic literature review

This study examined how the theory of planned behavior (TPB) has been applied in social marketing studies. A systematic literature review of articles that apply TPB in social marketing studies was carried out. The precise definition of behavior; the principle of compatibility; and the use of TPB constructs to predict intent were used as requirements for the proper use of this theory. The results suggest that researchers pay little attention to meeting these requirements in social marketing studies and this can reduce predictive validity and the accumulation of knowledge about certain behaviors.