Attitude-support relationship in gambling: A modified theory of planned behaviour

Abstract

In this study, we modified the theory of planned behaviour and proposed that attitude towards gambling explains and predicts gambling support. We explored whether locals and tourists support or oppose the gambling industry and the factors that led to support or opposition. This information is vital, as policy decisions are often made by taking into consideration public support. Using a structured questionnaire, we gathered data from 385 respondents from Goa, a popular tourist and gambling destination in India. Through structural equation modelling, we found that most of the variance (87 percent) in support of gambling was explained by attitude. Perceived benefits and risks explained the significant variance (58 percent) in attitude towards gambling, as indicated in the theory of planned behaviour. The coefficients were significant except for the path from social risk to attitude, which was removed from the final model. The direct path from benefits and risk to support were not significant. In addition, the path from personal risk to attitude was moderated by the respondent's gambling behaviour. Although gamblers had a more positive attitude with increasing personal risk, non-gamblers had a more negative attitude with increasing personal risk. This finding confirms the risk-seeking behaviour of gamblers.