Predicting the intention to quit smoking: A comparative study among Spanish and Norwegian students

The purpose of the present study was to explore the role of an extended version of the theory of planned behaviour (TPB) in predicting intentions to quit smoking among Norwegian smoking students (N=211) and Spanish students (N=205). As hypothesised, subjective norm predicted quitting intentions more strongly in Spain (a collectivistic culture) than in Norway (an individualistic culture). Group identity predicted quitting intentions more strongly in Norway than in Spain. Consistent with the predictions the predictive role of self-identity and moral norm did not differ between the countries. Selfidentity did not predict intention significantly, while this was the case for moral norm. Thus the study provided evidence of the moderating role of culture in the TPB, and indications of a stronger conflict between smokers and non-smokers in countries with high level of regulatory anti-smoking measures.