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Ajzen (1991, p.188) defines attitude toward the behaviour as “the degree to which a person has a favourable or unfavourable evaluation or appraisal of the behaviour in question”. A person will hold a favourable attitude toward performing the behaviour if he or she believes that positive outcomes will be mostly achieved if performing a given behaviour and vice versa (Sudin et al., 2009, p.68). The most favourable attitude toward performing a behaviour a person is holding, the stronger intention he or she will make to perform the behaviour (Ajzen, 1991, p.181 ). Sudin et al. (2009, p.68) term the beliefs that underlie a person’s attitude toward the behaviour are behavioural beliefs.
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