The effect of self‐identity alongside perceived importance within the theory of planned behaviour

Abstract

Abstract Self‐identity often predicts behavioural intentions after standard theory of planned behaviour (TPB) components are accounted for. However, it has been claimed this is due to conceptual similarity between self‐identity and perceived importance of the behaviour. We examined this claim within the context of recycling food waste. Participants (N = 113) completed questionnaires assessing intentions, attitude, perceived behavioural control, perceived norms, perceived importance, self‐identity, and past behaviour. Confirmatory factor analysis indicated that self‐identity and perceived importance were distinct constructs. Further, after accounting for TPB components and perceived importance, self‐identity explained a significant amount of additional variance in intentions. The present findings therefore do not support this particular argument against the predictive utility of self‐identity.

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