3. Behavior Model Development for Understanding PEBs

Various models have been proposed to aid understanding of the key factors for PEBs and the relationships between them. This chapter explains some of the more well-known general behavior models that can be applied to PEBs, such as Schwartz’s model and the theory of planned behavior (TPB) model first. Then, models specific to PEBs, such as value–belief–norm (VBN) model, motivation–opportunity–ability (MOA) model, and two-phase model, are explained. Besides, since many works have been conducted to investigate the determinants for PEBs, the motivation to compile and assess the preceding works naturally rises. The meta-analyses of preceding works are also shown in this chapter and finally the empirical models which refer to several theories empirically show the relationships involving not only sociopsychological variables but also sometimes sociodemographic variables. The aim of these trials is not to establish a new theory but to show the applicability of previous theories and to understand the influential factors on the target PEB. In the final section, several examples of these trials are shown.