In the theory of Planned Behavior, which construct describes the pressure to conform to what others in a priority population are doing?

In the Theory of Planned Behavior, the construct that describes the pressure to conform to what others in a priority population are doing is subjective norms. This concept reflects the beliefs about whether individuals in a social group approve or disapprove of a behavior, which can significantly influence an individual’s decision to engage in that behavior. Subjective norms consider the social influence exerted by peers, family, and other members of the community—essentially, how much an individual feels they should align their actions with the perceived expectations of those around them.

Subjective norms play a crucial role in shaping intentions and behaviors because they encapsulate the social pressures that individuals experience. For example, if a person believes that their friends think they should exercise regularly, they are more likely to engage in physical activity due to the desire to conform to those expectations.

The other constructs, while important, do not specifically address the social pressure aspect. Perceived behavioral control relates to an individual's belief in their capability to perform a behavior, intentions indicate the motivational factors that influence behavior, and attitudes refer to the personal evaluations and feelings toward a behavior, neither of which fully capture the concept of conforming to social norms.