The Theory of Planned Behaviour: Self-Identity, Social Identity and Group Norms

Examined the role that self-identity plays in the theory of planned behavior and, more specifically (1) examined the combined effects of self-identity and social identity constructs on intention and behavior, and (2) examined the effects of self-identity as a function of past experience of performing the behavior. The study was concerned with the prediction of intention to engage in household recycling and reported recycling behavior. 143 community residents (aged 17–59 yrs) participated in the study. It was prospective in design: measures of the predictors and intention were obtained at the 1st wave of data collection, whereas behavior was assessed 2 wks later. Self-identity significantly predicted behavior intention, a relationship that was not dependent on the extent to which the behavior had been performed in the past. As expected, there was also evidence that the perceived norm of a behaviorally relevant reference group was related to behavioral intention, but only for participants who identified strongly with the group, whereas the relationship between perceived behavioral control (a personal factor) and intention was strongest for low identifiers.