The moderating role of integrated persuasive communication messages towards pro-environmental behaviour
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 contex...
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Medwell Journals
2016
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my.utm.713852017-11-20T08:30:35Z http://eprints.utm.my/id/eprint/71385/ The moderating role of integrated persuasive communication messages towards pro-environmental behaviour Masodl, Adaviah Sulaiman, Zuraidah Hashim, Noor Hazarina Khalifah, Zainab HD28 Management. Industrial Management 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. Medwell Journals 2016 Article PeerReviewed 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 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85006042850&doi=10.3923%2fsscience.2016.4924.4931&partnerID=40&md5=da8f1f0507d97df1a7cc84420a900c1d |
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HD28 Management. Industrial Management Masodl, Adaviah Sulaiman, Zuraidah Hashim, Noor Hazarina Khalifah, Zainab The moderating role of integrated persuasive communication messages towards pro-environmental behaviour |
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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. |
format |
Article |
author |
Masodl, Adaviah Sulaiman, Zuraidah Hashim, Noor Hazarina Khalifah, Zainab |
author_facet |
Masodl, Adaviah Sulaiman, Zuraidah Hashim, Noor Hazarina Khalifah, Zainab |
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Masodl, Adaviah |
title |
The moderating role of integrated persuasive communication messages towards pro-environmental behaviour |
title_short |
The moderating role of integrated persuasive communication messages towards pro-environmental behaviour |
title_full |
The moderating role of integrated persuasive communication messages towards pro-environmental behaviour |
title_fullStr |
The moderating role of integrated persuasive communication messages towards pro-environmental behaviour |
title_full_unstemmed |
The moderating role of integrated persuasive communication messages towards pro-environmental behaviour |
title_sort |
moderating role of integrated persuasive communication messages towards pro-environmental behaviour |
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Medwell Journals |
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2016 |
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http://eprints.utm.my/id/eprint/71385/ https://www.scopus.com/inward/record.uri?eid=2-s2.0-85006042850&doi=10.3923%2fsscience.2016.4924.4931&partnerID=40&md5=da8f1f0507d97df1a7cc84420a900c1d |
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13.144533 |