TRA was formulated in 1967 in an attempt to provide consistency in studies of the relationship between behaviour and attitudes (Fishbein & Ajzen 1975; Werner 2004). TPB (Ajzen 1991) is considered as an extension of TRA (Werner 2004). The main assumption of TRA and TPB is that individuals are rational in considering their actions and the Continue reading Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB)