Business, Management, Finance and Economics

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Browsing Business, Management, Finance and Economics by Subject "Behavioral"

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    The effects of social marketing concepts towards proenvironmental intention and behaviour among female consumers
    (Universiti Teknologi Malaysia, 2017) Mas'od, Adaviah
    Behavioural change intervention is one of the most challenging aspects of social marketing. High failure rate of environmental campaigns has encouraged social marketers, policymakers and researchers to propose best intervention approach to motivate pro-environmental behaviours. Using the context of No Plastic Bag Day campaign in Malaysia, this study applied Comprehensive Action Determination Model (CADM). The aim was to evaluate the effects of habits, attitudes, personal norms, social norms, and perceived behavioural control on pro-environmental intentions and pro-environmental behaviours. In addition, this study investigated the moderating role of Integrated Persuasive Communication Messages (IPCM) and campaign frequencies towards the relationships with all CADM constructs. Quantitative approach, using questionnaires were distributed to respondents of female consumers aged 18 years and above with shopping experiences. Partial Least Squares Structural Equation Modeling technique was used to test the hypotheses. Results showed that attitudes, personal norms and social norms, have significant relationships with pro-environmental intentions, while habits and perceived behavioural control have significant relationships with pro-environmental behaviours. Perceived behavioural control emerged as the most important construct. Through mediator analysis, it is proven that pro-environmental intention mediates attitudes, personal norms, and social norms. Multiple Group Analyses highlighted that IPCM moderates the relationship of social norms, perceived behavioural control and pro-environmental intentions toward pro-environmental behaviours. Meanwhile, campaign frequency shows no moderating effects on the relationship with all constructs. The findings extended the application of CADM in pro-environmental behaviour study which added to the limited literature. Several limitations have led to future research recommendations such as; to extend the methods qualitatively, enlarge the sample size and incorporate improved experiment stimuli