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

Masodl, Adaviah and Sulaiman, Zuraidah and Hashim, Noor Hazarina and Khalifah, Zainab (2016) The moderating role of integrated persuasive communication messages towards pro-environmental behaviour. Social Sciences (Pakistan), 11 (20). pp. 4924-4931. ISSN 1818-5800

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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.

Item Type:Article
Uncontrolled Keywords:Behavioural intention, Habits
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Management
ID Code:71385
Deposited By: Siti Nor Hashidah Zakaria
Deposited On:20 Nov 2017 16:30
Last Modified:20 Nov 2017 16:30

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