Abstract
The main objective of this article is to present one of the most influential behavioral theories, theory of planned behavior. Further, this study presents development, empirical applications as well as the critique of this theory.
Theory of planned behavior has been applied in hundreds of empirical studies that demonstrate its predictive power and its versatility. In the theory of planned behavior, the behavior is assumed to be influenced directly by behavioral intention that is in turn a function of attitudes, social norms, and perceived behavioral control.
TPB is being criticized for its assumptions derived from rational choice theory, insufficient testing of causal relationships between its constructs and also for its low validity and reliability.