---
title: "Theory of planned behavior research: papers and trends"
description: "From 2017 to 2026 (so far), the keyword “theory of planned behavior” appeared in 1,053 papers in the tracked journals, most of them in management (367), marketing (147) and economics (107)."
url: https://scholar4ai.com/keywords/theory-of-planned-behavior
markdown_url: https://scholar4ai.com/keywords/theory-of-planned-behavior.md
license: CC BY-NC 4.0 (https://creativecommons.org/licenses/by-nc/4.0/)
share_text: "From 2017 to 2026 (so far), the keyword “theory of planned behavior” appeared in 1,053 papers in the tracked journals, most of them in management (367), marketing (147) and economics (107). (as of 2026-11-05)"
data_url: https://scholar4ai.com/data/rankings.json
updated: 2026-11-05T06:02:37+09:00
window: 2026-10-07 to 2026-11-05
source: OpenAlex (CC0)
---

# Papers on “theory of planned behavior”

[Browse research topics](https://scholar4ai.com/keywords/directory/page/6.md)

Research on “theory of planned behavior” in the 480 tracked journals: papers per year and category, the journals, institutions and countries publishing it, the keywords studied with it and its most-cited papers. It is not among the most frequent keywords of the last 30 days, so this page has no list of its latest papers.

Back to the ranking: https://scholar4ai.com/rankings/keywords.md

## Key findings

- From 2017 to 2026 (so far), the keyword “theory of planned behavior” appeared in 1,053 papers in the tracked journals, most of them in management (367), marketing (147) and economics (107).
- 147 of them were published in 2025, against 70 in 2017.
- Since 2023, the institutions with the most of these papers were Griffith University (8), Sunway University (8) and University of Birmingham (8).
- The journals publishing most of them were The International Journal of Management Education (37), Journal of Retailing and Consumer Services (30) and Cleaner and Responsible Consumption (30).
- The most-cited of them is “Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior” (Ecological Economics, 2017), with 1,317 citations.

## Papers per year

*Papers per publication year and category*

| Category | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 (so far) |
|---|---:|---:|---:|---:|---:|---:|---:|---:|---:|---:|
| [Management](https://scholar4ai.com/categories/management.md) | 16 | 14 | 13 | 20 | 41 | 49 | 46 | 54 | 52 | 62 |
| [Marketing](https://scholar4ai.com/categories/marketing.md) | 6 | 2 | 6 | 9 | 14 | 23 | 17 | 20 | 25 | 25 |
| [Economics](https://scholar4ai.com/categories/economics.md) | 7 | 7 | 8 | 7 | 8 | 15 | 8 | 16 | 12 | 19 |
| [Information Systems](https://scholar4ai.com/categories/information-systems.md) | 13 | 13 | 9 | 6 | 5 | 12 | 9 | 4 | 16 | 12 |
| [Higher Education and Research](https://scholar4ai.com/categories/higher-education-and-research.md) | 3 | 4 | 5 | 5 | 9 | 12 | 13 | 14 | 16 | 11 |
| [Operations Research](https://scholar4ai.com/categories/operations-research.md) | 7 | 4 | 2 | 8 | 8 | 11 | 8 | 9 | 10 | 17 |
| [Tourism and Hospitality](https://scholar4ai.com/categories/tourism-and-hospitality.md) | 8 | 8 | 10 | 11 | 4 | 12 | 8 | 8 | 6 | 6 |
| [Health Economics and Policy](https://scholar4ai.com/categories/health-economics-and-policy.md) | 7 | 3 | 2 | 2 | 2 | 5 | 5 | 1 | 5 | 3 |
| [Finance](https://scholar4ai.com/categories/finance.md) | 0 | 2 | 0 | 0 | 1 | 0 | 2 | 2 | 4 | 7 |
| [Statistics](https://scholar4ai.com/categories/statistics.md) | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 1 | 1 | 10 |
| [AI](https://scholar4ai.com/categories/ai.md) | 3 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 2 |
| [Accounting](https://scholar4ai.com/categories/accounting.md) | 0 | 0 | 1 | 0 | 0 | 0 | 1 | 0 | 0 | 2 |
| All categories | 70 | 57 | 56 | 68 | 93 | 140 | 117 | 129 | 147 | 176 |

## Where the papers come from

*Journals with the most papers, since 2023*

| # | Journal | Papers |
|---:|---|---:|
| 1 | [The International Journal of Management Education](https://scholar4ai.com/journals/the-international-journal-of-management-education.md) | 37 |
| 2 | [Journal of Retailing and Consumer Services](https://scholar4ai.com/journals/journal-of-retailing-and-consumer-services.md) | 30 |
| 3 | [Cleaner and Responsible Consumption](https://scholar4ai.com/journals/cleaner-and-responsible-consumption.md) | 30 |
| 4 | [Education and Information Technologies](https://scholar4ai.com/journals/education-and-information-technologies.md) | 29 |
| 5 | [Future Business Journal](https://scholar4ai.com/journals/future-business-journal.md) | 22 |
| 6 | [Journal of Open Innovation Technology Market and Complexity](https://scholar4ai.com/journals/journal-of-open-innovation-technology-market-and-complexity.md) | 20 |
| 7 | [International Entrepreneurship and Management Journal](https://scholar4ai.com/journals/international-entrepreneurship-and-management-journal.md) | 19 |
| 8 | [Technological Forecasting and Social Change](https://scholar4ai.com/journals/technological-forecasting-and-social-change.md) | 15 |
| 9 | [Technology in Society](https://scholar4ai.com/journals/technology-in-society.md) | 15 |
| 10 | [Research in Transportation Business & Management](https://scholar4ai.com/journals/research-in-transportation-business-management.md) | 15 |

*Institutions with the most papers, since 2023*

| # | Institution | Papers |
|---:|---|---:|
| 1 | [Griffith University](https://scholar4ai.com/institutions/griffith-university.md) | 8 |
| 2 | Sunway University | 8 |
| 3 | [University of Birmingham](https://scholar4ai.com/institutions/university-of-birmingham.md) | 8 |
| 4 | British University in Dubai | 7 |
| 5 | Industrial University of Ho Chi Minh City | 7 |
| 6 | [Universidad de Sevilla](https://scholar4ai.com/institutions/universidad-de-sevilla.md) | 6 |
| 7 | [University of Central Florida](https://scholar4ai.com/institutions/university-of-central-florida.md) | 6 |
| 8 | [University of Johannesburg](https://scholar4ai.com/institutions/university-of-johannesburg.md) | 6 |
| 9 | Sultan Qaboos University | 5 |
| 10 | [Swinburne University of Technology](https://scholar4ai.com/institutions/swinburne-university-of-technology.md) | 5 |

*Countries with the most papers, since 2023*

| # | Country | Papers |
|---:|---|---:|
| 1 | China | 100 |
| 2 | United States | 65 |
| 3 | India | 62 |
| 4 | United Kingdom | 49 |
| 5 | Malaysia | 39 |
| 6 | Vietnam | 32 |
| 7 | Australia | 31 |
| 8 | Spain | 30 |
| 9 | Taiwan | 24 |
| 10 | Germany | 23 |

*Keywords with the most papers, since 2023*

| # | Keyword | Papers |
|---:|---|---:|
| 1 | perceived behavioral control | 211 |
| 2 | subjective norms | 189 |
| 3 | attitudes | 95 |
| 4 | entrepreneurial intention | 88 |
| 5 | [university students](https://scholar4ai.com/keywords/university-students.md) | 67 |
| 6 | [behavioral intention](https://scholar4ai.com/keywords/behavioral-intention.md) | 62 |
| 7 | entrepreneurship education | 58 |
| 8 | technology acceptance model | 57 |
| 9 | [purchase intention](https://scholar4ai.com/keywords/purchase-intention.md) | 43 |

## Most-cited papers

*Most-cited papers since 2017*

| # | Citations | Per month | Title | Journal | Published | Authors |
|---:|---:|---:|---|---|---|---|
| 1 | 1,317 | 11.2 | [Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior](https://doi.org/10.1016/j.ecolecon.2016.12.019) | [Ecological Economics](https://scholar4ai.com/journals/ecological-economics.md) | 2017-01-21 | Rambalak Yadav, Govind Swaroop Pathak |
| 2 | 741 | 7.0 | [Impact of culture, behavior and gender on green purchase intention](https://doi.org/10.1016/j.jretconser.2017.12.002) | [Journal of Retailing and Consumer Services](https://scholar4ai.com/journals/journal-of-retailing-and-consumer-services.md) | 2017-12-28 | Naman Sreen, Shankar Purbey, Pradip Sadarangani |
| 3 | 646 | 7.8 | [Technology acceptance theories and factors influencing artificial Intelligence-based intelligent products](https://doi.org/10.1016/j.tele.2019.101324) | [Telematics and Informatics](https://scholar4ai.com/journals/telematics-and-informatics.md) | 2019-12-16 | Kwonsang Sohn, Ohbyung Kwon |
| 4 | 615 | 8.0 | [How Blockchain can impact financial services – The overview, challenges and recommendations from expert interviewees](https://doi.org/10.1016/j.techfore.2020.120166) | [Technological Forecasting and Social Change](https://scholar4ai.com/journals/technological-forecasting-and-social-change.md) | 2020-06-21 | Victor I. C. Chang, Patricia Baudier, Hui Zhang et al. |
| 5 | 458 | 4.7 | [The role of self-determination theory in marketing science: An integrative review and agenda for research](https://doi.org/10.1016/j.emj.2018.10.004) | [European Management Journal](https://scholar4ai.com/journals/european-management-journal.md) | 2018-10-18 | Faheem Gul Gilal, Jian Zhang, Justin Paul et al. |

## Cite this page

Scholar4AI. (2026). Papers on “theory of planned behavior”. Journal and Conference Research Rankings. Retrieved November 5, 2026, from https://scholar4ai.com/keywords/theory-of-planned-behavior

```bibtex
@misc{scholar4ai-keywords-theory-of-planned-behavior,
  author = {{Scholar4AI}},
  title = {Papers on “theory of planned behavior”},
  year = {2026},
  howpublished = {\url{https://scholar4ai.com/keywords/theory-of-planned-behavior}},
  urldate = {2026-11-05},
  note = {Journal and Conference Research Rankings; data from OpenAlex (CC0); licensed CC BY-NC 4.0}
}
```

License: CC BY-NC 4.0 (https://creativecommons.org/licenses/by-nc/4.0/).