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Free Content An empirical integration of goal orientation and the theory of planned behaviour

Predicting innovation adoption behaviour

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This paper investigates the efficacy of an integrated model, consisting of the theory of planned behaviour and goal orientation, in predicting innovation adoption behaviour. The model was used to predict innovation adoption behaviours using a sample of 80 egg farmers. The results showed that most of the hypothesized relationships within the theory of planned behaviour were supported. In particular, attitudes and subjective norms were significant predictors of intentions, which subsequently predicted innovation adoption behaviour. Furthermore, learning goal orientation was a significant positive predictor of intentions and innovation adoption, and this relationship was partially mediated by attitudes.


Document Type: Research Article


Publication date: February 1, 2010

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