A major limitation of previous empirical studies [12, [15] [16] [17] [18] [19] [20] [21] [22] [23] 25, 26] is failure to accommodate the intention-behaviour gap. Although several behavioral theories such as Protection Motivation Theory (PMT) [34, 35] , Theory of Reasoned Action (TRA) [36, 37] and Theory of Planned Behaviour (TPB) [38, 39] propose that intention is the proximal determinant of behaviour, intention does not necessarily translate into actual behaviour. Empirical studies of the intention-behavior relationship showed that intention had a medium effect (a correlation of ,0.4-0.5) on behavior [40] [41] [42] , but a recent review including 47 experimental studies found that a medium-to-large change in intention induced by manipulated interventions caused only a small-to-medium change in behavior [43] , where an effect size of 0.5 is medium and one of 0.2 is small [44] . Sheeran found that about 47% of those intending to take action fail to act [42] , consistent with Harris et al's findings [33] . Factors that are prime contenders to moderate/ mediate the relationship between intention and behaviour include behavioural control/efficacy, action planning and anticipation of consequences [41] [42] [43] .