Predicting Employees’ Behavior: An Application of the Theory of Planned Behavior; The Case of the Moroccan Forestry Department (HCEFLCD)

The Forestry Department (HCEFLCD) strongly promotes the subscription to a voluntary complementary healthcare insurance (CHI) to fill the lacunae of the public healthcare insurance called the Mandatory Health Insurance (AMO). However many employees did not accept to subscribe to this category of insurance (CHI). The employees’ behavior and decision to get involved in this complementary healthcare plan can be explained by their intention. Therefore, this study through a single case study research method identifies factors that influence employees’ intention to subscribe to the CHI based on testing the theory of planned behavior (TPB). Our findings stress the importance of Perceived behavioral control (PBC) and Subjective norm (SN) as salient beliefs for explicating the subscription to the CHI plan. A sample of 120 headquarters’ employees completed a questionnaire of 14 items that measure attitude towards the behavior to subscribe (AB), subjective norm (SN), perceived behavioral control (PBC) and behavioral intention to subscribe (BI) to the CHI. Theses determinants have been analyzed by using a quantitative research methodology. The research design was based on a survey with 7-point Likert Scale in line with the guidelines provided by Ajzen (2006). The study has also used interviews and archival information to investigate and understand further the subscription to the CHI, thereby helping the decision makers to develop strategies to improve the complementary healthcare insurance plan and generally the social welfare of employees.