The moderating role of integrated persuasive communication messages towards pro-environmental behaviour

Abstract

Behavioural change intervention is one of the most challenging aspects of social marketing. The high failure rate of environmental campaigns has encouraged social marketers, policymakers and academics to propose the best intervention approach to motivate pro-environmental behaviour. Using the context of the No Plastic Bag Day campaign in Malaysia, this study applies the Comprehensive Action Determination Model (CADM) to evaluate the effects of habits, attitudes, personal norms, social norms and self-efficiency on pro-environmental intention and pro-environmental behaviour. In addition, the study investigates the moderating role of Integrated Persuasive Communication Messages (IPCM) on the relationships between habits, attitudes, personal norms, social norms, self-efficacy, intention and behaviour. This study also extends the application of the CADM in pro-environmental behaviour studies and adds to the limited literature on the impact of comprehensive persuasive appeals on behavioural change.