Fishbein and Ajzen (Behavioral Intention theory)

Fishbein and Ajzen's Behavioral Intention Theory suggests that people's intentions to perform a behavior are influenced by two main factors: their attitudes towards the behavior and subjective norms, which involve the beliefs about what others think they should do. Essentially, if someone believes that a behavior will lead to positive outcomes and thinks that important people in their life support that behavior, they are more likely to intend to perform it. This theory helps explain why people make certain choices based on their individual beliefs and the social environment around them.