What is the "theory of planned behavior" primarily concerned with?

The theory of planned behavior is primarily focused on the belief that behavior is influenced by intentions. This theory posits that an individual's intention to engage in a behavior is the most significant predictor of whether they will actually perform that behavior. Intentions are influenced by three key components: attitudes toward the behavior, subjective norms (perceptions of what others think one should do), and perceived behavioral control (beliefs about one's ability to perform the behavior). By understanding these components, public communication campaigns can be designed to effectively shift attitudes and norms, thereby fostering the intention to change behaviors in target populations. This theory emphasizes the cognitive factors that precede behavior and how addressing these factors can lead to successful behavior change within public communication efforts.