Attitudes, subjective norms and behavioral intentions as inputs for understanding recreation behavior

Abstract

This study developed a theoretical framework from which to address the problem of attitude-behavior consistency. Within this framework, attitude was conceptualized as the amount of affect toward a given behavior. Subjective norms were also conceptualized as influencing behavior. This study examined the degree to which attitudes and subjective norms were related to both behavioral intentions and overt behavior. Results indicated that attitudes toward participating in water skiing, pleasure cruising and fishing and subjective normative beliefs surrounding these three activities were strongly related to intentions to engage in each activity. Attitude and normative components were also found to be good predictors of overt behavior (frequency of participation). Attitudes and subjective norms appeared to have independent effects on behavioral intentions and overt behavior. Thus, the inclusion of both constructs in -the framework was supported. Three measures of overt behavior were used. Attitudes and subjective norms predicted the dichotomous (extensity) and categorized frequency of participation measures better than the raw frequency (intensity) measure. Normative beliefs of family members had a greater influence on activity participation than did those of friendship groups. However, the nature of the activity under study may influence normative belief strength as water skiing was perceived less favorably by relevant others than either pleasure cruising or fishing. Attitudes and subjective norms did not discriminate well between those who participated in an activity. This suggests that the conceptual framework is best suited to situations where both participants and nonparticipants are studied. This study showed that the correlations between attitudes, subjective norms, and behavior are large enough to indicate important causal factors are involved.