Title: The Application of the Theory of Planned Behavior (TPB) on Consumer Behavior   You are required to submit a report for a selected purchase from a retailer by utilizing the theory of planned behavior.   According to Icek Ajzen’s (1991) Theory of Planned Behavior (TPB), consumer behavior may not always be volitional. Explain the (3) THREE main component of TPB and relate them to a buying behavior/experience as a consumer on ONE (1) of the following situation in the context of:- To stop/control a smoking habit. The learning outcome of this project is to illustrate the influence/relevance of TPB on consumers. Question 1     Discuss how the 3 components influence the consumer behavior for one of the context given

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