The theoretical framework of consumers’ behavior in this study is based on the Ajzen’s Theory of
Planned Behavior (TPB). According to this theory, intentions to perform the behaviors are influenced by
three independent determinants; attitude, subjective norm and perceived behavioral control. In this study,
attitude towards the behavior is referred as the respondents’ favorable or unfavorable evaluation to
perform certain behavior. The second determinant, subjective norm is a perceived social pressure to
perform or not to perform the behavior. Perceived behavioral control is a belief about control of the
opportunities and resources by an individual in performing the behavior (Ajzen,2005).