The theory of reasoned action (TRA) was extensively used to examine predictors of behaviours and was central to the debate within social psychology concerning the relationship between attitudes and behaviour (Fishbein 1967; Ajzen and Fishbein 1970; Fishbein and Ajzen 1975). The theory of reasoned action emphasized a central role for social cognitions in the form of subjective norms (the individual’s beliefs about their social world) and included both beliefs and evaluations of these beliefs (both factors constituting the individual’s attitudes). The TRA was therefore an important model as it placed the individual within the social context and in addition suggested a role for value which was in contrast to the traditional more rational approach to behaviour. The theory of planned behaviour (TPB) was developed by Ajzen and colleagues (Ajzen 1985; Ajzen and Madden 1986; Ajzen 1988) and represented a progression from the TRA.