Comparing theories to explain exercise behaviour: a socio-cognitive approach

Consumer education plays an important role in cultivating the beliefs that exercise
helps to improve one’s health status. In this vein, a solid theoretical model that provides
insight into what motivates exercise participation is essential for managerial
formulation of health intervention strategies. Addressing the calls for more solid
theoretical work to explain exercise behaviour, this study tests and compares
empirically the predictive validity of three social cognitive theories – the theory of
reasoned action, the theory of planned behaviour (TPB) and the modified TPB (with an
additional path from subjective norms to attitude) – in predicting exercise intention.
Cross-sectional data were collected via self-administered surveys from a sample of
adults in Malaysia. All three alternative models have achieved acceptable model fit to
the data, and the TPB appeared to be more superior to the alternative models. Given
strong support for the second-order TPB’s application to exercise that is provided by
our study, it seems feasible that desirable modifications in social cognitions especially
the attitudinal components might lead to corresponding changes in the subjects’
exercise intention. This study sets the ground for health professional, social marketers
and government to improve their understanding of exercise behaviour and, in turn,
consumer welfare.