Even if there is a change in attitude and beliefs, it might not necessarily translate into behavioral change. Let’s say now that you learned about the plight of vultures and you want to do your part to conserve them but you’re not some certified conservationist. You think to yourself, how are you going to help them? Will you even be able to help them?

For an attitude change to be translated into behavioral change, according to the Theory of planned behavior, one should have (1) perceived control of their behavior and (2) perceive the behavior as approved by others (that may be close to them).

To have perceived control over own behavior, one should have confidence in carrying out the behavior. Having as much information as possible on how to carry out a particular action helps increase confidence. Therefore, educational talks on the circumstances of unpopular animals should be paired with tips on what one can do. For example, organizations carry out the talks should also include what can be done to help those endangered but unpopular animals. When audiences are educated on what they can do, it ensures that they wouldn’t be confused about how to proceed after learning about unpopular animals’ plight.

To make an act seemed socially acceptable, it can start from a few individuals that care. After affecting change in these individuals, they would start spreading their concern to people around them which eventually results in a snowball effect. Eventually, caring for unpopular animals would be the norm.

The more positive their attitude and the subjective norm coupled with a higher perceived behavioral control, the more likely one has the intention to change which results in an eventual behavioral change. 

 

Sometimes, certain external barriers might prevent people from engaging in the behaviors. Some barriers include financial expenses or inconvenience. To make behaviors more likely, such barriers should be removed.