计划行为理论(Theory of Planned Behavior,简称TPB)是由Ajzen(1985)所提出。该理论是由Fishbein & Ajzen于1975年所提出的理性行为理论(Theory of Reasoned Action,简称TRA)演变而来的，理性行为理论主要用来预测和了解人类的行为。

Ajzen于1985年提出计划行为理论（Theory of Planned Behavior, TPB），其是以理性行为理论（Theory of Reasoned Action, TRA）为基础所演进而来；至于理性行为理论，为Fishbein与Ajzen于1967年所提出的概念。理性行为理论认为，个人对特定行为偏好的行为意图会受到个人是否认同的态度及重要他人支持与否的主观规范二者或其中之一的影响，而行为意图又将进一步影响所表现的具体行为；换言之，理性行为理论假设「行为的发生是基于个人的意志控制」，主要用于了解、预测个人行为。

In psychology, the theory of planned behavior (abbreviated TPB) is a theory that links beliefs and behavior. The concept was proposed by Icek Ajzen to improve on the predictive power of the theory of reasoned action by including perceived behavioural control. It is a theory explaining human behaviour. It has been applied to studies of the relations among beliefs, attitudes, behavioral intentions and behaviors in various fields such as advertising, public relations, advertising campaigns and healthcare.