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

• المؤلفون الرئيسيون: Masodl, Adaviah, Sulaiman, Zuraidah, Hashim, Noor Hazarina, Khalifah, Zainab
• التنسيق: مقال
• منشور في: Medwell Journals 2016
• الموضوعات: HD28 Management. Industrial Management
• الوصول للمادة أونلاين: 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

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...