International Journal of Business and Social Science Vol. 5, No. 12; November 2014 142 A Conceptual Framework of Extending the Theory of Planned Behavior: The Role of Service Quality and Trust in the Consumer Cooperatives Norazlan Hasbullah Prof. Dr. Abdul Jumaat Mahajar Dr. Mad Ithnin Salleh Faculty of Management and Economics Sultan Idris Education University 35900 Tanjong Malim Perak, Malaysia Abstract The Theory of Planned Behavior (TPB) has been parsimonious, empirically supported, widely cited, most prominent, most compelling and well established model for predicting intentional behavior. Despite its comprehensive and valid prediction on behavior, TPB has received many debates and criticism on its narrow sufficiency of the three original components constructs of attitude, subjective norms and perceived behavioral control. This article discusses on the empirical support of various authors that recognized other relevant external factors to be considered in addition to the original model and considerations of developing a conceptual framework byadding service quality and trust in predicting loyalty intention in the consumer cooperatives using the extended theory. Keywords: Theory of Planned Behavior, Theory of Reasoned Action, Attitude, Subjective Norms, Perceived Behavioral Control, Consumer Cooperatives, Intention, Loyalty. 1.0 Introduction The Theory of Planned Behavior or also referred to as TPB (Ajzen, 1985) has been useful and considered one of the most influential models in predicting social behaviors(Ajzen, 2011). It were found to be widely cited across domains to help in the understanding of many issues and problems of the societies(Armitage & Conner, 1999; Arnscheid & Schomers, 1996; Bansal & Taylor, 2002; Boldero, Sanitioso, & Brain, 1999; Conner, Black, & Stratton, 1998; Conner, Sherlock, & Orbell, 1998; De Vroome, Stroebe, Sandfort, de Witt, & Van Griensven, 2000; Giles & Pringle, 2004; Hillhouse, Adler, Drinnon, & Turrisi, 1997; Kaiser, Woelfing, & Fuhrer, 1999; Lam & Hsu, 2006; Morrison, Gillmore, Simpson, & Wells, 1996; Norman, Conner, & Bell, 1999; Oh & Hsu, 2001; Pavlou, 2003; Quine & Rubin, 1997; Quine, Rutter, & Arnold, 1998; Sparks & Guthrie, 1998; Trafimow & Finlay, 1996; Vincent, Peplau, & Hill, 1998; Warburton & Terry, 2000). As people may lack complete volitional control over behavior, TPB becomes the successor of the Theory of Reasoned Action (TRA) by adding the Perceived Behavioral Control constructs (Ajzen, 2002) and PBC thereafter has improved the predictions of intentions (Ajzen & Madden, 1986). 1.1 Background of Study Cooperative is defined as an autonomous association of persons united voluntarily to meet their common economic, social, and cultural needs and aspirations through a jointly-owned and democratically-controlled enterprise(International Cooperative Alliance, 2005). Cooperatives are distinct type of organization owned and controlled by its members, who are the users or workers, and are formed to meet their common interests and abide by the seven cooperative principles (International Cooperative Alliance, 2005).