Potential Application of the Transtheoretical Model of Behavior Change (TTM) in the Study of the Motivation of Social Entrepreneurs

Abstract

The Transtheoretical Model of Behavior Change (TTM) is a foundational theoretical model developed to explain the personal behavior change process through distinct psychological and behavioral stages. This model has been widely applied across various domains such as public health, psychological counseling, behavioral communication, and more recently, personal finance. This article synthesizes key research applications of TTM to highlight its role in distinguishing between initiation and maintenance motivations and its potential in tailoring interventions based on individuals' readiness to change. Building on that, the paper proposes the integration of TTM into research on social entrepreneurs' motivation—a group characterized by dual-purpose behaviors (social and economic) and development processes tied to enterprise life cycles. Integrating TTM is expected to deepen the analysis of motivational types at each developmental stage and support the design of appropriate interventions to sustain long-term social mission commitment.