The Sociocultural Determination of Planned Behaviour

Goochani, Ghanian, Baradaran & Azadi’s (2017) study provides support for an extension of the theory of planned behaviour through inclusion of the variables of Trust and Perceived Benefits in the determination of attitudes. Considering the fact that the only other direct effect observed in this study is exercised by Subjective Norms, we argue that this new model provides support for the sociocultural determination of attitudes and, by extension, planned behaviour. We argue that understanding behavioural intentions for cultivating Bt rice requires an understanding of the social representations concerning this technology and its regulation in Iran. We further argue that due concern is required regarding the evolution of these representations over time. We conclude by proposing different avenues for future research.