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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Main Authors: Masodl, Adaviah, Sulaiman, Zuraidah, Hashim, Noor Hazarina, Khalifah, Zainab
Format: Article
Published: Medwell Journals 2016
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Online Access: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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spelling 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
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic HD28 Management. Industrial Management
spellingShingle 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
description 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
author_sort 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
publisher Medwell Journals
publishDate 2016
url 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
_version_ 1643656181279883264
score 13.144533