Using national survey data incorporating the theory of planned behavior: Implications for social marketing strategies in physical activity

Abstract

This paper illustratesthe potential use of the Theory of Planned Behavior (TPB) as a guiding fiamework for the conduct of population based survey research to develop strategies to promote physical activity involvement in various market segments. The Campbell's Survey of Well-Being (1988), a nation-Wide representative study of the Canadian population incorporated a modified operationali- zation of the TPB Pertainingto intended involvement in regularphysical activity. The theory was found to be generally effitive in munting for intentions in the general population (Rz= .32)as well as in various age and gender subgroups. Whereas, neither the model's direct predictors of intentions (e.g., attitudes, sub jective normdsocial support, perceived behavioral control) nor the indirect predictors (e.g., the beliefs underlying these predictors) varied consistently across gender, a number of age-related differenceswere observed. These differencesare used to exemplify how population-based data utilizing the TPB can be utilized to develop promotional and programming implications for fostering greater physical activity involvement in various ag-ender market segments.