Understanding Consumer Recycling Behavior: Combining the Theory of Planned Behavior and the Norm Activation Model

Článek představuje výsledky výzkumu, který se zabýval analýzou environmentálního vzdělávání žáků středních škol s důrazem na prozkoumání faktorů ovlivňujících pro-environmentální chování. Výzkum využívá model sestavený na základě metody TPB (Theory of Planned Behavior) a metody NAM (Norm Activation Model). Z analýzy je patrné, že značná část žáků považuje současnou environmentální výchovu za nedostatečnou. Nejčastějším zdrojem informací se v oblasti environmentálního vzdělávání stává pro žáky internet a sociální sítě. Stěžejním determinantem pro-environmentálního chování jsou dle výsledků výzkumu postoje a normy respondentů, které je možné v rámci environmentálního vzdělávání ovlivnit skrze budování povědomí o důsledcích chování. Článek se také vzhledem k odlišným výsledkům jednotlivých zahraničních studií obdobného zaměření zamýšlí nad důležitostí lokálního výzkumu v oblasti rozvoje environmentálního vzdělávání, který je v oblasti analýzy determinantů environmentálního uvědomění stále na samém začátku.

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Applying the Theory of Planned Behavior to Recycling Behavior in South Africa

Recycling ◽

10.3390/recycling3030043 ◽

2018 ◽

Vol 3 (3) ◽

pp. 43 ◽

Cited By ~ 10

Author(s):

Wilma Strydom

Keyword(s):

South Africa ◽

Theory Of Planned Behavior ◽

Planned Behavior ◽

Perceived Control ◽

Latent Variables ◽

Urban Areas ◽

Structural Equation ◽

Equation Modeling ◽

South Africans ◽

Recycling Behavior

This paper reports on an application of the Theory of Planned Behavior to understand the relationships between the determinants (latent variables) comprising the Theory of Planned Behavior and, based on these findings, to guide decision-making related to household recycling in South Africa. Data from a representative sample of respondents in large urban areas (n = 2004) was analyzed using Structural Equation Modeling (SEM). The results of the SEM analysis showed a good fit of the survey data to the Theory of Planned Behavior theoretical model. The Theory of Planned Behavior explains 26.4% of the variance in recycling behavior and 46.4% of the variance in intention to recycle. Only 3.3% of South Africans in large urban areas show dedicated recycling behavior, considering the recycling of five materials: paper, plastic, glass, metal, and compostable organic waste. The recycling frequency item in the recycling behavior construct is the most likely to be over-reported. South Africans lack sufficient knowledge, positive attitudes, social pressure, and perceived control that would encourage recycling behavior. Awareness drives containing moral values (injunctive norms) and information about available recycling schemes, combined with the provision of a curbside collection service for recyclables, have the greatest chance to positively influence recycling behavior amongst South Africa’s city dwellers.

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Predicting the revisit intention of volunteer tourists using the merged model between the theory of planned behavior and norm activation model

Journal of Travel & Tourism Marketing ◽

10.1080/10548408.2020.1784364 ◽

2020 ◽

Vol 37 (4) ◽

pp. 510-532 ◽

Cited By ~ 2

Author(s):

Noppadol Manosuthi ◽

Jin-Soo Lee ◽

Heesup Han

Keyword(s):

Theory Of Planned Behavior ◽

Planned Behavior ◽

Activation Model ◽

Revisit Intention

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Integrating the Theory of Planned Behavior and the Norm Activation Model to Investigate Organic Food Purchase Intention: Evidence from Vietnam

Sustainability ◽

10.3390/su14020816 ◽

2022 ◽

Vol 14 (2) ◽

pp. 816

Author(s):

Manh Hung Le ◽

Phuong Mai Nguyen

Keyword(s):

Theory Of Planned Behavior ◽

Social Norms ◽

Planned Behavior ◽

Purchase Intention ◽

Organic Food ◽

Activation Model ◽

Factors Affecting ◽

Food Purchase ◽

Personal Norms ◽

Food Market

Ample research has been conducted in the organic food market and researchers have investigated factors affecting the purchase behavior of consumers in many countries. However, the studies on organic food that integrate the Theory of Planned Behavior (TPB) and Norm Activation Model (NAM) in a transition country like Vietnam are limited. Thus, the purpose of this study is to investigate factors affecting the organic food purchase intention in the Vietnamese context. We combined the TPB and the NAM to propose an integrated research framework with attitude and personal norms as two mediators. Through a self-administered questionnaire survey, we collected 611 valid responses from the three biggest cities in Vietnam. Data were put into SPSS 22.0 and SmartPLS 3.0 for analysis. The structural equation modeling (SEM) technique was employed to test both direct and indirect relationships among factors of TPB and NAM in the research model. Our findings indicated that attitude plays the most critical role in explaining the organic food purchase intention of Vietnamese consumers, followed by social norms and personal norms. Notably, attitude also remarkably mediated the impact of environmental awareness and knowledge of organic food on purchase intention. Meanwhile, personal norms played the mediating role in the NAM that intervene the connection between social norms and purchase intention. Based on our analysis, we suggested policymakers, manufacturers, marketers, and sellers of organic food change their actions for the growth of the organic food market in Vietnam.

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