Re-Evaluating Predictive Validity of the Theory of Planned Behavior in Transport Mode Choice: A Case of Dry-Commodity Export Shippers in Malawi

Vincent Collins Matemba, Kasonde Mundende and Inonge Milupi
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Vincent Collins Matemba: Institute of Distance Education-University of Zambia
Kasonde Mundende: University of Zambia, School of Humanities and Social Science
Inonge Milupi: University of Zambia, School of Humanities and Social Science

International Journal of Research and Scientific Innovation, 2024, vol. 11, issue 9, 1096-1103

Abstract: The Theory of Planned Behavior has been a widely used model in understanding and predicting human behavior in sectors of health, mining, agriculture, public transportation and water management. Despite its extensive usage, its application has hardly been made in commodity transportation sector as it is expected to. Therefore, the purpose of the study was to re-evaluate the predictive validity of the Theory of Planned Behavior on transport mode choice from the perspective of dry-commodity export shippers in Malawi. The study employed quantitative approach and explanatory research design in which a closed-ended questionnaire was used to collect data from a sample of 104 respondents drawn from a population of 141 dry-commodity export shippers by using simple random probability sampling technique. The study found that the Theory of Planned Behavior has the foretelling capabilities and able to predict shippers’ behavior when choosing a transport mode for their goods. The study therefore recommends that policy makers, transporters and commodity shippers to start utilizing this theory to understand and predict human behavior, especially those in supply chain sector.

Date: 2024
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