Ethical Intentions and the Theories of Reasoned Action and Planned Behavior¹

This study compares the explanatory power of Fishbein and Ajzen's (1991) theory of reasoned action, Ajzen's (1975) theory of planned behavior, and a modified version of the theory of planned behavior, which includes a measure of moral obligation, to predict insurance agents' e]thical intentions toward their clients. Two hundred and forty‐five insurance agents in the U.S. were sent surveys, and with 59% of them responding, results suggest that the modified version of the theory of planned behavior best explains agents' e]thical intentions. Theoretical considerations and suggestions for future research, highlighting the perceived behavioral control and moral obligation constructs, are provided.