Challenging the Theory of Planned Behavior through a Modernist Lens and Empirical Evidence
Keywords:
Theory of Planned Behavior (TPB), Modernist philosophy, StructuralismAbstract
The Theory of Planned Behavior (TPB) is a widely used framework in behavioral science, particularly in studies of decision-making, intention formation, and entrepreneurial action. While TPB has proven useful for predicting individual behavior through constructs such as attitude, subjective norms, and perceived behavioral control; this paper critically examines its underlying assumptions from a modernist philosophical perspective. Drawing on intellectual traditions from Aristotle to Schumpeter, this study argues that TPB reflects a postmodern orientation that prioritizes subjective perception over objective, rational structure. To empirically test this critique, the study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) to secondary data from the Global Entrepreneurship Monitor (GEM). The results show that TPB’s constructs exhibit limited and inconsistent predictive power, particularly when structural-economic indicators are introduced. The findings support the modernist view that behavior is shaped by systemic, rational forces rather than isolated individual perceptions. The paper concludes by advocating for a rethinking of behavioral theory in entrepreneurship, grounded in structured, rationalist, and empirically robust models.
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Copyright (c) 2025 Kamran Hameed, Imran Akbar Saifi, Ali Asghar, Muhammad Ali Haider Chauhan (Author)
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