SELF-IDENTITY IN PLANNED BEHAVIOR PERSPECTIVE: PAST BEHAVIOR AND ITS MODERATING EFFECTS ON SELF-IDENTITY-INTENTION RELATIONS

The self-identity and past behavior measures were included in a structured TPB (Theory of Planned Behavior) questionnaire, with the major aim of providing support for the hypothesized main and interaction effects. Results supported the validity of the TPB model, with subjective norm as the strongest predictor of intention. In addition, self-identity (β=.10, p<.049), and past behavior (β=.25, p<.001) emerged as significant predictors of intention in the augmented model. Moreover, a moderation effect was observed for past behavior on self-identity- intention relations (β=-.15, p<.001), the significance of which was confirmed by simple slope analysis. Based on the findings, the possibility of integrating the self-identity perspective within the TPB is suggested. Further theoretical and practical implications are discussed.