{"id":2270,"date":"2026-02-04T08:46:09","date_gmt":"2026-02-04T08:46:09","guid":{"rendered":"https:\/\/glutconsult.com\/?p=2270"},"modified":"2026-02-04T08:49:37","modified_gmt":"2026-02-04T08:49:37","slug":"chapter-1-the-theory-of-planned-behaviour","status":"publish","type":"post","link":"https:\/\/glutconsult.com\/index.php\/2026\/02\/04\/chapter-1-the-theory-of-planned-behaviour\/","title":{"rendered":"Chapter 1: The theory of planned behaviour"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">A Framework\u00a0for Decolonising Strategic Communication in Development and Humanitarian Contexts<\/h2>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/glutconsult.com\/wp-content\/uploads\/2026\/02\/Chapter-1-Theory-of-Planned-Behaviour.004-1024x576.png\" alt=\"\" class=\"wp-image-2275\" srcset=\"https:\/\/glutconsult.com\/wp-content\/uploads\/2026\/02\/Chapter-1-Theory-of-Planned-Behaviour.004-1024x576.png 1024w, https:\/\/glutconsult.com\/wp-content\/uploads\/2026\/02\/Chapter-1-Theory-of-Planned-Behaviour.004-300x169.png 300w, https:\/\/glutconsult.com\/wp-content\/uploads\/2026\/02\/Chapter-1-Theory-of-Planned-Behaviour.004-768x432.png 768w, https:\/\/glutconsult.com\/wp-content\/uploads\/2026\/02\/Chapter-1-Theory-of-Planned-Behaviour.004-1536x864.png 1536w, https:\/\/glutconsult.com\/wp-content\/uploads\/2026\/02\/Chapter-1-Theory-of-Planned-Behaviour.004.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>Why Knowledge Alone Doesn\u2019t Change Behaviour<\/strong><\/p>\n\n\n\n<p>Why do people act against what they know is good for them? From malaria prevention to environmental action, information rarely leads to sustained change. In this chapter and presentation, I revisit the\u00a0<strong>Theory of Planned Behaviour (TPB)<\/strong>\u00a0through the lens of development and humanitarian communication. Drawing on case studies from Uganda, Ethiopia, China, and Ecuador, I argue that behaviour change is not just about attitudes, but about\u00a0belonging, power, and capacity.<\/p>\n\n\n\n<p>The key insight:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Attitudes are stories about value<\/li>\n\n\n\n<li>Norms are stories about identity<\/li>\n\n\n\n<li>Control is a story about agency<\/li>\n<\/ul>\n\n\n\n<p>When communication ignores culture, inequality, and structural constraints, failure to act is misread as resistance rather than reality. A decolonised TPB shifts communication from persuasion to participation, centering community ownership, relational ethics, and context driven action. This work invites practitioners to rethink behaviour change not as behavioural engineering, but as the architecture of collective action.<\/p>\n\n\n\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file has-link-color wp-elements-2c033a33bdd8ce61adf13af76772f66d\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\" hidden class=\"wp-block-file__embed\" data=\"https:\/\/glutconsult.com\/wp-content\/uploads\/2026\/02\/Chapter-1-Theory-of-Planned-Behaviour.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Embed of Chapter 1 Theory of Planned Behaviour.\"><\/object><a id=\"wp-block-file--media-c6185dd0-cd5b-4559-bced-e2139a4765f3\" href=\"https:\/\/glutconsult.com\/wp-content\/uploads\/2026\/02\/Chapter-1-Theory-of-Planned-Behaviour.pdf\">Chapter 1 Theory of Planned Behaviour<\/a><a href=\"https:\/\/glutconsult.com\/wp-content\/uploads\/2026\/02\/Chapter-1-Theory-of-Planned-Behaviour.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-c6185dd0-cd5b-4559-bced-e2139a4765f3\">Download<\/a><\/div>\n\n\n\n<p>Author: Gyaviira Luwaga<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A Framework\u00a0for Decolonising Strategic Communication in Development and Humanitarian Contexts Why Knowledge Alone Doesn\u2019t Change Behaviour Why do people act against what they know is good for them? From malaria prevention to environmental action, information rarely leads to sustained change. In this chapter and presentation, I revisit the\u00a0Theory of Planned Behaviour (TPB)\u00a0through the lens of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2271,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[1,22,17,24,20,16,19],"tags":[],"class_list":["post-2270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-books","category-communications","category-humanitarian-communication","category-media","category-research","category-strategic-communications"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/glutconsult.com\/index.php\/wp-json\/wp\/v2\/posts\/2270","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/glutconsult.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/glutconsult.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/glutconsult.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/glutconsult.com\/index.php\/wp-json\/wp\/v2\/comments?post=2270"}],"version-history":[{"count":2,"href":"https:\/\/glutconsult.com\/index.php\/wp-json\/wp\/v2\/posts\/2270\/revisions"}],"predecessor-version":[{"id":2276,"href":"https:\/\/glutconsult.com\/index.php\/wp-json\/wp\/v2\/posts\/2270\/revisions\/2276"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/glutconsult.com\/index.php\/wp-json\/wp\/v2\/media\/2271"}],"wp:attachment":[{"href":"https:\/\/glutconsult.com\/index.php\/wp-json\/wp\/v2\/media?parent=2270"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/glutconsult.com\/index.php\/wp-json\/wp\/v2\/categories?post=2270"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/glutconsult.com\/index.php\/wp-json\/wp\/v2\/tags?post=2270"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}