According to the theory of reasoned action model, normative factors do not affect consumers' attitude-behavior relationship.

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According to the theory of reasoned action model, normative factors do affect consumers' attitude-behavior relationship.Normative factors refer to the social influence on an individual's behavior related to a particular behavior or action. They can be either descriptive norms, which reflect what most people do, or injunctive norms, which reflect what is socially approved or disapproved. The theory suggests that subjective norms influence an individual's attitude towards a behavior and, ultimately, their behavior itself. Thus, normative factors are an integral part of the attitude-behavior relationship in the theory of reasoned action model.

According to the Theory of Reasoned Action Model, Normative Factors