Even though web surveys have become increasingly popular, considerable efforts are necessary to obtain acceptable response rates. This explains the proliferation of experiments aimed at improving levels of participation in web surveys. The current study is not aimed at increasing web survey response by means of experimental research, but instead uses a general psychological theory to explain web survey response. More specifically, the theory of planned behaviour (TPB) is used to explain the intention to participate in a web survey. Previous studies have used this theory to explain survey participation in specific populations (students), but the current study extends that scope by targeting a general population. The results show that the TPB is capable of explaining people's intentions to participate in a web survey in the context of a general population.