Abstract:
The Theory of Planned Behavior (TPB) has been widely used to predict a variety of health-related behaviors. Although the TPB is generally well supported, the normative component is a consistently weak predictor of behavioral intentions. A cross-sectional survey study was conducted to test a revised TPB, with the inclusion of descriptive norms as an additional component. Different models were tested to find the optimal combination for predicting intentions. Participants (N = 320) completed measures of attitudes, injunctive and descriptive norms, perceived behavioral control, and intentions toward regular sunscreen use. Results support a model with weighted referent-specific injunctive and descriptive norms. It is concluded that young women’s intentions to use sunscreen is driven mainly by descriptive norms, particularly those related to their peers and close friends. Campaigns aimed at increasing sunscreen use among college women should therefore emphasize the prevalence of use among behaviorally relevant referents (e.g., other women at their school, beach-goers).
For more info about article: http://www.sciaeon.org/articles/Injunctive-and-Descriptive-Norms-and-Theory-of-Planned-Behavior-Influencing-Intentions-to-Use-Sunscreen.pdf
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Women's Health and Complications 