“…Despite its simplicity, the Theory of Planned Behavior (TPB) has found extensive application in various contexts of innovation. These contexts include organic food purchase intentions (Teixeira et al, 2022), the adoption of e-library services (Rahmat et al, 2022), intentions to use promo codes (Hammouri et al, 2022), Green Hotel practices (Kim, 2023), the tourism industry (Özel & Çoban, 2022), hospitality (Al Rousan et al, 2022), health-related matters (Shanka & Gebremariam Kotecho, 2023), energy-related decisions (Tan et al, 2023), financial considerations (Sobaih & Elshaer, 2023), mobile payments (Belanche et al, 2022;Sun et al, 2020Sun et al, , 2022, and various other domains.…”