As far as I understand, theory of planned behaviour (and similar approaches) is usually used to investigate binary decisions (yes/no). But are there approaches drawing upon TPB (or similar theories/behavioural models) that allow to investigate choices from a menu of options? This is something that discrete choice experiments do (selection among multi-attribute alternatives), but they are "behaviourally shallow". So I am looking for an approach that somehow combines both - the behavioural richness of TPB (or similar) with the multi-attribute/multi-option framing of decision-making from DCE.
Specifically, I'm thinking of agricultural management, which usually doesn't involve binary choices, but rather choices among "bundles" of practices that are interrelated (e.g. soil management + pest control + crop rotations + fertilization, each with different options).
Any hints or ideas?
Have a look at 2.12 Can the TPB be used to study behavioral categories?
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314-324.
https://onlinelibrary.wiley.com/doi/full/10.1002/hbe2.195
Thanks Julia Höhler! That's an option, though a rather imperfect one, since one has to fix the attribute combinations... I'd prefer a more flexible approach (though I may want too much;-).
I think 'hybrid choice models' are an attempt to add 'behavioral richness' to DCEs. Also see for an approach that does probably a bit of what you may have in mind: https://www.researchgate.net/profile/Carl_Lagerkvist/publication/344451023_Preferences_for_sustainable_and_responsible_equity_funds_-A_choice_experiment_with_Swedish_private_investors/links/5f76f09a458515b7cf605cdc/Preferences-for-sustainable-and-responsible-equity-funds-A-choice-experiment-with-Swedish-private-investors.pdf
I also think, that hybrid choice go into the direction you are looking for. In that respect I like this paper:
Ben-Akiva, M., McFadden, D., Gärling, T., Gopinath, D., Walker, J., Bolduc, D., ... & Polydoropoulou, A. (1999). Extended framework for modeling choice behavior. Marketing letters, 10(3), 187-203.
A recent application of hybrid choice in combination with ecosystem services restoration:
Faccioli, M., Czajkowski, M., Glenk, K., & Martin-Ortega, J. (2020). Environmental attitudes and place identity as determinants of preferences for ecosystem services. Ecological Economics, 174, 106600.
With respect to the Theory of Planned Behavior, I came across publications, that seemed to "force" Ajzens framework into their empirical results. Like, they conducted a factor analysis on their data and coincidentally found three factors which they interpreted as the three building blocks of the framework.
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