TRA and TPB assume a causal chain that links behavioral beliefs, normative be-
liefs, and control beliefs to behavioral intentions and behaviors via attitudes, subjective
norms, and perceived control. Hypothesized causal relationships among model com-
ponents are clearly specified, and measurement and computation are delineated by
Ajzen and Fishbein (Ajzen and Fishbein, 1980; Ajzen, 1991; Ajzen, 2006). This is
one of the major strengths of the TRA/TPB approach. Other factors, including demo-
graphic and environmental characteristics, are assumed to operate through model con-
structs and do not independently contribute to explain the likelihood of performing
a behavior