An Examination of Behavior Change Theories to Predict Behavioral Intentions of Organisms-in-Trade Hobbyists

This study examined the effects of theoretical constructs from the theory of planned behavior (TPB) and value-belief-norm theory (VBN) on intentions to perform purchase and disposal behaviors that help prevent aquatic invasive species (AIS) spread by organisms-in-trade (OIT) hobbyists. More specifically, the goals of this study were to explore (1) the predictive ability of theoretical constructs on intention to perform desired behaviors and (2) differences in the strength of the constructs on future purchase and disposal behaviors. Regression analyses from survey research conducted at OIT events in the Great Lakes region (n = 542) revealed that VBN constructs have direct, positive effects on likelihood of performing future purchase and disposal behaviors; one TPB construct (perceived behavioral control) also predicted likelihood of performing future disposal behaviors. Seemingly unrelated regression results demonstrate differing effects of theoretical constructs between purchase and disposal behaviors. Findings suggest tailoring messages to target specific behaviors. 1 Corresponding author: [email protected]. Human Ecology Review, Volume 21, Number 2, 2015 66