การประยุกต์ Norm-Activation Theory และ The Theory of Planned Behavior เพื่อการอธิบาย ความตั้งใจลดการใช้รถจักรยานยนต์

Abstract

This article presented a research that applies norm-activation theory and the theory of planned behavior for explaining determinants of intention towards reducing motorcycle usages. The results suggest the importance of “awareness of consequences” and “ascription of responsibility” about traffic accidents, air pollution, and traffic noise as significant factors affecting personal norm about environmental values that then effects on intention of reducing motorcycle usages. Besides, “subjective norm” and “perceived behavioral control” found to be significant factors that strongly influence on intention of reducing motorcycle-use and will increase possibility of controlling motorcycle usage demand in practice.