Background: The theory of planned behavior (TPB) is one of the famous theories used to predict a person’s intentions in various contexts, using the subjective normative component. This article, therefore, focused on proposing a conceptual model to fill the existing gaps related to the pro-environmental context, based on the TPB, with the normative aspects supplemented by incorporating the norm activation theory (NAT). Focus of the Article: The interaction between subjective and personal norms needs to be considered in order to acquire empirical data support from social marketing scholars. The awareness of consequences is used to form personal norms that function as an “instrumental attitude” in predicting intention. The existence of attitude needs to be distinguished between the experiential and instrumental, reflected in the awareness of consequences. Program Design/Approach: Pro-environmental behavior (PEB) in the context of waste sorting is a shared function of intentions, personal norm, and perceived control. It plays an important role in mediating the influence of motivational factors of TPB and personal norm of NAT, on waste sorting. Communication strategies in promoting waste sorting activity have to integrate social pressure with a feeling of moral obligation. Importance to the Social Marketing Field: The conceptual model shows that the integration of TPB and NAT contributes a more comprehensive perspective for social marketers to promote the waste sorting behavior of the targeted society. Methods: Five essential stages are systematically arranged to integrate TPB and NAT. The first stage explains the basic equation of TPB and NAT. The second proposes three essential propositions. The third provides logical thinking of the integrated equation model, while the fourth stage creates the visual form and explains it in detail. The fifth stage provides a clear and concise managerial implication and limitation of the model, accompanied by the possibility to expand it in future studies. Recommendations for Research or Practice: The social marketing practitioners and academicians interested in the issue of PEB context from the community, need to consider the integration of TPB and NAT in their activities. Social pressure within the community is strengthened by the formation of a sense of moral obligation with the simultaneous strengthening of the experiential and instrumental attitude. Limitations: The proposed conceptual model is limited to the utilization of a cultural approach as the central premise. It is also limited to the use of the fundamental theory in predicting humans’ behavior in a waste sorting context.

Purpose This study aims to examine the role of personal and subjective norms in predicting waste sorting, an increasingly relevant pro-environmental behavior. Design/methodology/approach This study obtained data from a sample of 300 respondents from three Indonesian cities. Purposive sampling was employed to obtain information from specific segments of Indonesian population. The analysis consisted of a two-stage procedure including confirmatory factor analysis and covariance-based structural equation modeling. Findings Results demonstrated that both subjective and personal norms significantly and directly predict waste sorting behavior (WSB) bypassing intention to behave. Research limitations/implications The fact that norms held by individuals are able to single-handedly drive pro-environmental behaviors implies that previous studies and social marketing campaigns may have overstated the role of intention. Practical implications In designing marketing communication programs promoting WSB, this paper argues that targeting normative tendencies of the audience may provide a more effective strategy than focusing on explicit pro-environmental intentions and attitudes of the public. Originality/value This study provided a new experimental test and confirmation of the role of subjective norms, the normative component of the theory of planned behavior and of personal norms, the normative component of the norm activation theory, in predicting WSB.

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Abstract. The Influence of Halal Labelization and Religious Behavior of Consumer Buying Interest: Analysis of Two Alternative Models. This research was conducted to determine the effect of clarity on halal labels, and religious attitudes and behavior on consumer buying interest. The attitude and behavior of Muslims in buying a product is influenced by the presence or absence of halal labels and religious attitudes and behavior. But at this time no one has examined the impact of the clarity / clarity of the halal label on a product in influencing the desires of Muslim consumers. In this study two models were developed, in which the first model wanted to see the impact of the clarity of halal labeling together with religious behavior as a purely independent variable effect on buying interest. Whereas alternative models or moderation models, want to see the possibility of halal label clarity as a moderating relationship between religious behavior and buying interest. This study shows that the clarity of the halal label is not a moderating variable on the relationship between religious behavior and buying interest, but it is a purely independent variable that together religious behavior encourages buying interest. The results showed that the clarity of the halal label is a major factor that can encourage buying interest in Muslim consumers. Then furthermore, the level of observance of Muslims in implementing religion/ religious observance also encourages interest in buying halal products. Abstrak: Pengaruh Kejelasan Labelisasi Halal dan Perilaku Beragama Terhadap Minat Beli Konsumen: Analisis Dua Model Alternatif. Penelitian ini melihat pengaruh kejelasan label halal, dan sikap serta perilaku beragama terhadap minat beli konsumen. Sikap dan perilaku umat muslim dalam membeli suatu produk dipengaruhi oleh ada tidaknya label halal serta sikap dan perilaku beragama. Tetapi saat ini belum ada yang meneliti dampak jelasannya / kejelasan label halal dalam suatu produk dalam mempengaruhi keinginan konsumen muslim. Dalam penelitian ini dikembangkan dua model, dimana model pertama ingin melihat dampak kejelasan labelisasi halal bersama-sama dengan perilaku beragama sebagai variabel independen murni pengaruhnya terhadap minat beli. Sedangkan model alternatif atau model moderasi, ingin melihat kemungkinan kejelasan label-halal sebagai moderasi hubungan antara perilaku beragama terhadap minat beli. Penelitian ini menunjukkan bahwa kejelasan label halal bukan merupakan variabel moderasi terhadap hubungan antara perilaku beragama dengan minat beli, tetapi merupakan variable independen murni yang bersama-sama perilaku beragama mendorong minat beli. Hasil penelitian menunjukkan bahwa kejelasan label halal merupakan faktor utama yang dapat mendorong minat beli konsumen muslim. Kemudian selanjutnya, tingkat ketaatan muslim dalam melaksanakan agama/ taat dalam beragama juga mendorong minat beli produk halal.