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2; 2018

Applying the Theory of Planned Behaviour (TPB) in Saving Behaviour

of Pomak Households
Nikolaos Satsios1 & Spyros Hadjidakis1
1
Department of Finance and Economics, University of Nicosia, Nicosia, Cyprus
Correspondence: Nikolaos Satsios, Department of Finance and Economics, School of Business, University of
Nicosia, Nicosia, Cyprus.

Received: February 8, 2018 Accepted: March 10, 2018 Online Published: March 16, 2018
doi:10.5430/ijfr.v9n2p122 URL: https://doi.org/10.5430/ijfr.v9n2p122

Abstract
The following study uses the Ajzen’s Theory of Planned Behaviour as a theoretical framework with the purpose of
extending a model which examines the saving behaviour of the Pomak households. The aim of this research is to
identify factors that influence the saving behaviour of Pomak households in Greece. For the collection of data from
households, a structured questionnaire was designed and distributed. The data of the study were obtained from a
survey applied in 600 households in the prefectures of Xanthi, Rodopi and Evros. A path analysis was applied in
order to confirm the proposed model and the results of the hypothesis tested. Findings show that attitude, subjective
norm and perceived behavioural control have a direct positive effect on intention towards saving and final saving
behaviour. The understanding of the Pomaks’ saving behaviour can have a significant contribution in the pursuit of a
healthy household’s financial life.
Keywords: saving behaviour, pomaks, TPB theory
1. Introduction
Saving can be considered the result of a decision-making process and to save as the act of regularly setting aside
resources for a goal (Lewis et al., 1995; Warneryd, 1999). Household saving is essential because it affects a family’s
level of living, emergency reserves, and the ability to meet financial goals and expectations (Anong & DeVaney,
2010; Hira, 1987; Lee et al., 2000). Since, savings by families flow into financial institutions and that assets are
essential for their own functioning as organizations that support the economy, it is clear that decisions upon saving
made by households have a powerful effect on the economic performance.
The wealth of minority groups today is important in considering the wealth of country households in the future
(Hanna & Lindamood, 2008). The society in the region of Thrace in Greece is multicultural. Thrace is acknowledged
as a canvas depicting interesting social, cultural and religious aspects of a community which is consisted of
Christians, Pomaks (Muslims), Turkish and Roma citizens. The Pomaks is a religious minority, approximately
36.000 settled in Greece and more specifically, 23.000 in the Prefecture of Xanthi, 11.000 in the Prefecture of
Rodopi and 2.000 in the Prefecture of Evros (ELSTAT, 2011). A diverse religious environment may drive to
different cultures, values, and norms, and may negative affect saving cost.
This study focused on saving behaviour of Pomak households, with particular emphasis on the relationship among
attitude, subjective norm, perceived behavioural control and intention on the final saving behaviour of them. To
achieve this goal, SEM techniques were applied in the light of evaluating and estimating the reliability and validity
of the TPB scenario through the medium of confirmatory factor analysis. The above approach enabled the
identification of some issues in order to evaluate the TPB constructs.
2. Theoretical Framework
The Theory of Planned Behaviour provides a useful conceptual framework for dealing with the complexities of
human social behaviour (Ajzen, 1991) and is frequently used to explain behavioural patterns and better understand
how individuals make behavioural decisions (Xiao & Wu, 2008). Ajzen indicated that the precedent of any
behaviour is the formation of an intention towards that behaviour. TPB is applied in order to investigate the deeper
beliefs that influence a person’s financial behaviour (Zocchi, 2013). Consequently, it is vital that strategies be
researched and designed to help individuals in adopting positive financial behaviours. Generally, individuals are

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motivated to save (Abrahamse & Steg, 2009; Karlsson et al., 2004). Nevertheless, a participant’s capability to save
was influenced by the lack of opportunity, lack of knowledge, lack of willpower, and their attitudes toward savings
and financial institutions (Abrahamse & Steg, 2009; Karlsson et al., 2004). The TPB has constantly been applied in
the social psychology literature and has been applied to investigations in the field of credit counselling, personal
finance and private money management both domestically and internationally (Ajzen, 1991; Bobek et al., 2007;
Francis et al., 2004; Kidwell & Turrisi, 2004; Ramayah et al., 2009; Rutherford & DeVaney, 2009; Xiao & Wu,
2008). Financial knowledge or literacy has been found to be positively associated with improved financial
behaviours, including higher rates of savings (Huston et al., 2012; Lusardi et al., 2010; Lyons et al., 2006). The
usage TPB based models on financial and saving behaviour displayed positive results, with 51% financial budget,
keeping (Kidwell & Turrisi, 2004) to 72% retirement saving (Croy et al., 2010) of the variance in intention. The
model interpreted 41% of variance in self-reported saving deposits (Loibl et al., 2011) and further anticipates
negative economic behaviours (e.g., not paying bills, using payday loans) (Xiao et al., 2011). This study will reveal
if attitude, subjective norm and perceived behavioural control will have a correlation and interconnection between
them with saving behaviour. The direct positive relationship of attitude, subjective norm and perceived behavioural
control underlined in studies conducted by Ajzen (1991; 2002), Benk et al. (2011), Dowd & Burke (2013), Faye et al.
(2013), Jen-Ruei et al. (2006), Litvine & Wüstenhagen (2011), Minton et al. (2015), Taylor & Todd (1995),
Tsourgiannis et al. (2014), Zocchi (2013).
3. Research Model and Hypotheses
The model of TPB in this study was applied to explore the extent to which attitude (ATT), subjective norm (SN) and
perceived behavioural control (PBC) influence Pomak households’ intention (INT) to saving. The conceptual model
is presented in Figure 1:

Figure 1. The conceptual framework

Attitudes towards saving are supposed to be potent associated and rooted with upbringing and lifestyle. In a similar
case, both Keynes (1936) and Katona (1975) claimed that most persons have positive attitudes towards saving.
Generally, while most individuals are positive towards saving, they might vary in their attitudes towards concrete
acts of saving and on private saving. Many studies have found the significant effect of attitudes on intention
(Ing-Long & Jian-Liang, 2005; Lu et al., 2003; Ramayah et al., 2003; 2009; Rhodes & Courneya, 2003; Taylor &
Todd, 1995) and that a behavioural intention reflects a person’s decision to perform the behaviour (Ajzen, 1991).
Consequently, attitude can be regarded as an essential part of predicting and describing human behaviour (Ajzen,
1987). Therefore, the next hypothesis is proposed:
H1: There is a significant and positive relationship between attitude and intention toward saving.
Ajzen & Driver (1992) proposed that the subjective norm can predict behavioural intention. It is the most significant
predictive factor of behavioural intention (Tsai, 2010). Subjective norms of individuals can affect behavioural
intention (Bock & Kim, 2002; Kuo & Young, 2008). Moreover, as subjective norm becomes more positive,
behavioural intention to participation also becomes more positive (Kuo & Dai, 2012). Further, studies have shown no
significant relationship between SN and intention (Chau & Hu, 2001; Lewis et al., 2003) whereas other studies
depict the opposing outcome (Chan & Lu, 2004; Jen-Ruei et al., 2006; Ramayah et al., 2004; Taylor & Todd, 1995;
Venkatesh & Davis, 2000). It is with these findings that this study states the subsequent hypothesis:
H2: There is a significant and positive relationship between subjective norm and intention towards saving.

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Ajzen (1985) identified perceived control behaviour as influencing behavioural intention and directly influencing
actual behaviour. Perceived behavioural control have an important contribution in predicting behavioural intention
and have a greater influence than attitude (Hsu & Huang, 2012). Between the factors affecting the behavioural
intention of individuals towards participation, the current construct, has the most impact (Yang, 2013). As the PBC
of an individual gets more positive, the behavioural intention to participate also transforms as a more positive (Kuo
& Young, 2008). Godin et al. (2005) stated that perceived behavioural control can increase the explained variance
towards behavioural intention. As a result, the following research hypotheses have been constructed:
H3: There is a significant and positive relationship between perceived behavioural control and intention towards
saving.
H4: There is a significant and positive relationship between perceived behavioural control and final saving
behaviour.
Intention is a basic construct of the TPB and it is supposed to directly affect a given behaviour because it is an
indication of how willing individuals are to perform the action (Ajzen, 1991; Armitage & Conner, 2001). According
to the TPB, the amount of volitional control specifies, to what degree intentions are transformed into behaviour
(Ajzen, 1991; Armitage & Conner, 2001). A behaviour such as saving money is not under full volitional control,
because the availability of opportunities and resources affects the competence to execute the behaviour (Ajzen, 1991).
Further, individuals with bigger incomes save more (Davis & Hustvedt, 2012; Hershey et al., 2008; Lusardi, 2008).
In contrast, perceptions of barriers affect saving behaviour of persons who believe that they have not much money
for saving and make them unwilling (Lusardi et al., 2009). Hence, the hypothesis is:
H5: There is a significant and positive relationship between intention towards saving and final saving behaviour.
4. Method
4.1 Sample and Procedure
The survey was given to 600 respondents in Greece and specifically in the region of Thrace in three different
prefectures of Xanthi, Rodopi and Evros from April to October 2016. The self-completion questionnaire was
administered face to face in several physical locations in this region and analyse to the respondents the aim of the
nature of research. The sample included 190 women and 410 men. The adult head of the household was questioned
in order to retrieve information for the household. Households in the survey were selected through the snowball
sampling procedure. Respondents of different ages, genders, educational levels and marital status were chosen. The
data collection process was accurate and careful.
4.2 Measures
All items intended to measure the variables in this study were adopted from previously validated instruments (Table
1).

Table 1. List of items and their sources

Constructs Items Abbrev.
Attitude towards Saving Paying debts ATT1
(adapted from DeVaney et Retirement ATT2
al., 2007, Saving motives Education / love / family ATT3
hierarchy) Future uncertainties / emergency / safety ATT4
Subjective Norms I make financial contributions to my religious organization. SN1
(adapted from Worthington I spend time trying to grow in understanding of my faith. SN2
et al., 2003; 2012, RCI-10 Religion is especially important to me because it answers many questions about SN3
scale) the meaning of life.
My religious beliefs lie behind my whole approach to life. SN4
Perceived Behavioural There is really no way I can solve some of the problems I have. PBC1
Control Sometimes I feel that I’m being pushed around in life. PBC2
(adapted from Pearlin & I have little control over the things that happen to me. PBC3
Schooler’s, 1978, I often feel helpless in dealing with the problems of life. PBC4
Self-Mastery scale) There is little I can do to change many of the important things in my life. PBC5
Intention towards Saving I always try to pick saving schemes that yield high profits. INT1
(adapted from Warneryd, It is important always to save as much money as possible. INT2
1996a; 1996b, Twenty-One It is important to have some money left at the end of the month. INT3
saving items scale) Saving should be encouraged in today's society. INT4

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4.3 Reliability
Cronbach’s alpha was calculated for all the scales of the questionnaire (Table 2). For all academic scales that was
used the internal reliability was good or very good.

Table 2. Cronbach's alpha of final survey

Scale Pilot survey Cronbach’s a (N=600) N (Items)
ATT ,714 4
SN ,784 4
PBC ,700 5
INT ,730 4

4.4 Principal Component Analysis

Principal components analysis was applied, regarding to confirm factor structure of the structure participated in TPB
model. The method was applied for each one part of the survey in order to confirm the univariate nature of the
primary constructs as well as for the total questionnaire to confirm that the four constructs are separated.
The Kaiser-Meyer-Olkin measure of sampling adequacy indicated that the sample was adequate (Table 3), to
perform principal components analysis.

Table 3. Kaiser-Meyer-Olkin
Structure Kaiser-Meyer-Olkin, Measure of Sampling Adequacy
ATT 0,751
SN 0,765
PBC 0,778
INT 0,764

Additionally, the structures were positively correlated thus appropriate for participating in the path model (Table 4).

Table 4. Pearson correlation coefficients

ATT SN PBC
**
SN ,245
PBC -,064 -,225**
**
INT ,364 ,464** -,238**
**. Correlation is significant at the 0.01 level (2-tailed).

The results of the PCA confirmed the one-factor solution for all the constructs that was selected to participate in the
TPB model (
Table 5).

Table 5. Eigenvalues from PCA

Structure Eigenvalue of the first component % of the explained variance

ATT 2,167 54,166
SN 2,442 61,049
PBC 2,274 45,486
INT 2,213 55,335

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Moreover, the application of the method for all questionnaire items suggested a four components solution explaining
54,6% of the total variance (Table 6). Thus, the desired structure was confirmed and the questionnaire was proved to
be adequate for the research purpose.

Table 6. Rotated component matrix

Component
SN PBC INT ATT
I make financial contributions to my religious organization. ,643
I spend time trying to grow in understanding of my faith. ,786
Religion is especially important to me because it answers many
,796
questions about the meaning of life.
My religious beliefs lie behind my whole approach to life. ,767
There is really no way I can solve some of the problems I have. ,656
Sometimes I feel that I’m being pushed around in life. ,659
I have little control over the things that happen to me. ,695
I often feel helpless in dealing with the problems of life. ,656
There is little I can do to change many of the important things in
,655
my life.
I always try to pick saving schemes that yield high profits. ,671
It is important always to save as much money as possible. ,696
It is important to have some money left at the end of the month. ,722
Saving should be encouraged in today's society. ,684
Paying debts ,662
Retirement ,755
Education / love / family ,752
Future uncertainties / emergency / safety ,685
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.

4.5 Confirmatory Factor Analysis

Structural equation modelling was applied in order to confirm the structure that was suggested from the principal
components analysis (Figure 2). All 600 observations were used in order to estimate the coefficients. The model was
converged after 37 iterations. The model was statistical significant (c2(136) = 2501.260, p < 0.001). The model was
well fitted to the data (CFI = 0.949, TLI = 0.938, RMSEA = 0.042, 90% C.I. 0.035 – 0.050, SRMR = 0.046, NFI =
0.906, NNFI = 0.938).
The results of composite reliability (CR) for all constructs exceeded the 0.7 and the average variance extracted (AVE)
were closely on the recommended level 0.5. Consequently, these results indicated that the convergent validity for all
constructs was adequate (see Table 7).

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Table 7. Average variance extracted (AVE) and composite reliability (CR)

Construct AVE CR
ATT 0,51 0,81
SN 0,56 0,84
PBC 0,44 0,80
INT 0,48 0,79

Figure 2. Confirmatory factor analysis

5. Path Analysis
The hypothetical model was assumed to be the model suggested by the theory. All 600 observations were used in
order to estimate the coefficients. The model was converged after 57 iterations (Table 8). Chi square test (c2(2) =
0.954, p = 0.621) implies that the assumed model is adequate for the data, that is, the model and the data are not
statistically significantly different. The model was statistical significant (c2(10) = 280.661, p < 0.001). The model
was well fitted to the data (CFI = 1.000, TLI = 1.000, RMSEA = 0, 90% C.I. 0 – 0.065, SRMR = 0.009, NFI = 0.997,
NNFI = 1.00, GFI = 0.999, AGFI = 0.995).
The standardized regression coefficients are presented in Figure 3, while the covariance matrix is presented at Table
9.

Table 8. First path model's parameters

95% C.I. Std. Std.
Estimate Std. Err z-value p R2
Lower Upper lv* all**

INT 0.290
ATT 0.528 0.402 0.654 0.064 8.216 0.000 0.528 0.289
SN 0.339 0.269 0.408 0.035 9.564 0.000 0.339 0.346
PBC 0.315 0.150 0.480 0.084 3.744 0.000 0.315 0.133
SB 0.018
INT 0.037 0.013 0.061 0.012 3.022 0.003 0.037 0.126
PBC -0.059 -0.116 -0.003 0.029 -2.050 0.040 -0.059 -0.085
Note: c2(10) = 280.661, p < 0.001; RMSEA = 0, NFI = 0.997, CFI = 1.000, TLI = 1.000.
(*) Dependent Variables are standardized.
(**) Completely standardized solution (estimates of parameters if the variances of the observed and latent variables
are unity).

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Table 9. Path covariance matrix

Estimate Std.Err z-value P(>|z|) Std.lv Std.all
ATT
SN 5.685 1.124 5.060 0.000 5.685 0.211
PBC 0.715 0.454 1.575 0.115 0.715 0.064
SN
PBC 4.977 0.870 5.720 0.000 4.977 0.240

The direct and indirect effects of the constructs on saving behaviour are presented in Table 10. Attitude towards saving
(ATT) had a significant positive direct effect on intention towards saving (INT) (b std = 0.289, b = 0.528, 95% C.I.=
0.402 to 0.654, p < 0.001) and a significant positive indirect effect on saving behaviour (SB) (bstd = 0.036, b = 0.019, p
= 0.005). Subjective norm (SN) had a significant positive direct effect on intention towards saving (INT) (bstd = 0.346,
b = 0.339, 95% C.I. = 0.269 to 0.408, p < 0.001) and a significant positive indirect effect on saving behaviour (SB) (bstd
= 0.044, b = 0.012, p = 0.004). On the other hand, intention (INT) had a significant positive direct effect on saving
behaviour (SB) (bstd = 0.126, b = 0.037, 95% C.I. = 0.013 to 0.061, p = 0.003). Finally, perceived behavioural control
(PBC) had a significant positive direct effect on intention towards saving (INT) (bstd = 0.133, b = 0.315, 95% C.I.=
0.150 to 0.480, p < 0.001), a negative direct effect on saving behaviour (SB) (bstd = -0.085, b = -0.059, 95% C.I.=
-0.116 to -0.003, p = 0.04) and a significant positive indirect effect on saving behaviour (SB) (bstd = 0.017, b = 0.012, p
= 0.019).

Figure 3. Path analysis results on the effect of attitude towards saving, subjective norm and perceived behavioural
control on intention towards saving and saving behaviour (standardized estimates, N = 600)

Table 10. Summary of path model

Path / Effect Direct effect Indirect effect Total effect
ATT  INT 0.289 0.289
ATT  SB 0.036 0.036
SN  INT 0.346 0.346
SN  SB 0.044 0.044
PBC  INT 0.133 0.133
PBC  SB -0.085 0.017 -0,068
INT  SB 0.126 0.126

6. Discussion
The study showed that attitude had a significant and positive effect on saving behaviour of the Pomaks households, a
hypothesis that was suggested by various authors in the literature (Ing-Long & Jian-Liang, 2005; Lu et al., 2003;

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Ramayah et al., 2003; 2009; Rhodes & Courneya, 2003; Taylor & Todd, 1995). In particular, the households’ heads
with higher positive attitudes founded to have a greater intention to save. This finding agrees with previous studies
(Choo et al., 2004; Fisher & Montalto, 2010; Lea et al., 1995; Warneryd, 1999; Webley & Nyhus, 2001) which
supported the TPB theory concerns of attitude as predictor of intention towards saving.
It was found that subjective norm was the strongest predictor of intention and had a significant indirect effect on
saving behaviour (Ajzen & Driver, 1992; Bock & Kim, 2002; Chan & Lu, 2004; Jen-Ruei et al., 2006; Kuo & Young,
2008; Taylor & Todd, 1995; Tsai, 2010; Venkatesh & Davis, 2000). This means that households with influential
beliefs were more likely to produce favourable intention towards saving and transform the intention into action. That
result was confirmed by previous studies (Arrunada, 2010; Belzen, 1999; Guiso et al., 2003; Karijin et al., 2007;
McCleary, 2007; Mokhlis, 2009; Renneboog & Spaenjers, 2012).
In contrast with the previous constructs of TPB, the results concerning the perceived behavioural control indicated a
positive statistically effect on intention towards saving, while it provided a direct negative effect on saving behaviour.
The correlation between PBC and intention is positive, which means that the effect of self-control in explaining
variability in behaviour is not rare. This is related to previous researches (Gopi & Ramayah, 2007; Ing-Long &
Jian-Liang, 2005; Jen-Ruei et al., 2006; Lee, 2009; Taylor & Todd, 1995). However, Ryu et al. (2003) and
Albarracin et al. (2001) demonstrate that the influence of PBC on intention towards saving, is moderate. In particular,
the findings on the direct effect of intention on final saving behaviour were negative, which means that as
self-mastery is increased, the final actual saving behaviour is reduced.
In current path model, the intention had a significant positive direct effect on saving behaviour (Ajzen, 1991;
Armitage & Conner, 2001; Davis & Hustvedt, 2012; Hershey et al., 2008; Lusardi, 2008). As a result, the intention
to save depicts an important process to final saving behaviour (Ruefenacht et al., 2015). In several TPB studies,
behavioural intention is considered as a proxy measure of likely behaviour (e.g., Phillips & Jang, 2012; Sparks &
Pan, 2009; Wang & Ritchie, 2013).
6.1 Implication of the Findings
In this study, the proposed framework model provides emphasis upon how the saving behaviour is influenced by the
elements of TPB model, with the purpose of understanding the Pomak households’ saving behaviour. The current
results enhance the comprehensive of the relationship between Pomaks’ characteristics and their effect on the
intention towards saving. Furthermore, these findings will help banks to gain better understanding of the saving
behaviour among Pomak households and enlighten them to create new opportunities for considering this minority
group as part of their valuable customers. In particular, they can promote financial products or services according to
their needs and preferences.
6.2 Directions of Future Research
This study was limited to Pomak households in Thrace (Greece) but there are Pomak populations in Bulgaria area as
well. To improve the generalized ability of future findings, future studies could expand in order to include a sample
of the neighbouring country. Therefore it suggests that the TPB conceptual, theoretical framework should be
empirically validated in other regions of the world and the findings being compared to these ones. A more global,
holistic understanding of minority population's attitudes, views and intention towards saving on saving behaviour can
emerge. Deeper investigation is required for testing of TPB in Western and Muslim nations.
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