Original Paper

Quality & Quantity

, Volume 43, Issue 5, pp 743-755

First online:

Intention and behavior: a Bayesian meta-analysis with focus on the Ajzen–Fishbein Model in the field of environmental behavior

  • Gero SchwenkAffiliated withMarketing Department, Geothe-Universität Frankfurt Email author 
  • , Guido MöserAffiliated withFaculty for Social and Cultural Science, Justus Liebig University Giessen

Rent the article at a discount

Rent now

* Final gross prices may vary according to local VAT.

Get Access


We employ a Bayesian normal hierarchical model to investigate the relationship between intention and behavior as it is posited by Ajzen and Fishbein’s theory of planned behavior (TPB). Area of application is the field of environmental behavior. Eleven studies reporting correlations between intention and behavior were identified. Our Bayesian hierarchical model expects a correlation of r xy = 0.54 between those variables. This effect size is above average with regard to meta-analyses, which include other, non-environmental areas of application.


Bayesian hierarchical model Meta-analysis Theory of planned behavior Ajzen–Fishbein