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… Al-Swidi, A, Huque, SMR, Hafeez, MH & Shariff, MNM 2014, ‘The role of subjective norms in theory of planned behaviour in the context of organic food consumption’, British Food Journal, vol. Izek Ajzen TheTheory of Planned Behavior(TPB) was formulated by Icek Ajzen, aProfessor in Psychology at the University of … • The Theory of planned behavior can predict deliberate behavior, TRA can not. Theory of planned behavior - [PPT Powerpoint 1. Izek Ajzen TheTheory of Planned Behavior(TPB) was formulated by Icek Ajzen, aProfessor in Psychology at the University of Massachusetts.The TPB was developed from theTheory of Reasoned Action(TRA) whichwas … The Theory of Planned Behavior - Boston University As in the original theory of reasoned action, a central factor in the theory of planned behavior is the individual's intention to perform a given behavior. TRA: Theory of Planned Behavior - PowerPoint PPT Presentation Theory of Planned Behavior Animated Presentation