Quality & Quantity

, Volume 43, Issue 5, pp 743–755

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

Original Paper

DOI: 10.1007/s11135-007-9162-7

Cite this article as:
Schwenk, G. & Möser, G. Qual Quant (2009) 43: 743. doi:10.1007/s11135-007-9162-7


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 rxy = 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 modelMeta-analysisTheory of planned behaviorAjzen–Fishbein

Copyright information

© Springer Science+Business Media B.V. 2008

Authors and Affiliations

  1. 1.Marketing DepartmentGeothe-Universität FrankfurtFrankfurt/MainGermany
  2. 2.Faculty for Social and Cultural ScienceJustus Liebig University GiessenGiessenGermany