Using Theory in Social Marketing to Predict Waste Disposal Behaviour among Households in Ghana

Tweneboah–Koduah, Ernest Yaw; Adams, Matilda; Nyarku, Kwamina Minta

doi:10.1080/15228916.2019.1597323

Cited by 36 publications

(44 citation statements)

References 41 publications

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“…The results have theoretical and practical implications for social marketing applied WSB. According to TPB, subjective norms do not directly influence behavior and require the mediation of intention (Heidari et al , 2018; Kumar, 2019; Liao et al , 2018a; Liao and Li, 2019; Ma et al , 2018; Thi Thu Nguyen et al , 2019; Tweneboah-Koduah et al , 2019; Yu et al , 2018; Zhang et al , 2019). Against this statement, the study provided clear evidence that the presence of the two types of norms, subjective and personal, can directly predict behavior without mediation by intention.…”

Section: Discussionmentioning

confidence: 99%

The role of norms in predicting waste sorting behavior

Setiawan¹,

Afiff

Heruwasto

2021

JSOCM

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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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Section: Discussionmentioning

confidence: 99%

The role of norms in predicting waste sorting behavior

Setiawan¹,

Afiff

Heruwasto

2021

JSOCM

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“…If the outcome is viewed positively by individuals, it is likely to develop the corresponding behavioral intention (Greaves et al, 2013). Being the strongest predictor of behavior (Tweneboah‐Koduah et al, 2020), attitude towards disposal plays an important role in disposal of electronic devices (Nowakowski, 2019). In this study, attitude towards environmentally responsible disposal is examined to understand its influence on behavioral intentions.…”

Section: The Conceptual Modelmentioning

confidence: 99%

From systematic literature review to a conceptual framework for consumer disposal behavior towards personal communication devices

Phulwani

Kumar

Goyal

2021

J of Consumer Behaviour

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Personal communication devices have made their way into each and every household. The complex nature of e‐waste, and its generation at an amplified pace calls for serious attention of policy makers, managers, educators and researchers. The paper presents a structured literature review of peer‐reviewed journal publications in the research area of disposal behavior of consumers with respect to their personal electronics. Also, it discusses the concepts and theoretical underpinnings to understand consumer disposal behavior based on extensive literature review. These theoretical foundations further help in framing the hypothesis and proposing the conceptual model. The proposed model is based on Theory of Planned Behavior. It studies the relationship between the core constructs: attitude, subjective norms and perceived behavioral control, and includes awareness of consequences derived from the Value‐Belief‐Norm Theory. The model will also prove useful in understanding the impact of environmentally responsible disposal intention of personal electronics and its relationship with actual behavior. The role of external influences in the form of moderators is also taken into consideration while developing the model. It is expected that the research will help provide useful insights to literature on environmentally responsible disposal.

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“…Conversely, when someone believes that waste sorting is harmful, they develop a negative attitude, which is unfavorable, and leads to rejection. A positive evaluation helps in increasing the capacity of recycling or being able to contribute to a cleaner environment and increases a person’s waste sorting intention and behavior (Heidari et al, 2018; Kumar, 2019; Liao et al, 2018; Liao & Li, 2019; Ma et al, 2018; Thi Thu Nguyen et al, 2019; Tweneboah-Koduah et al, 2019; Yu et al, 2018; B. Zhang et al, 2019).…”

Section: Background and Literaturementioning

confidence: 99%

Integrating the Theory of Planned Behavior With Norm Activation in a Pro-Environmental Context

Setiawan

Afiff

Heruwasto

2020

Social Marketing Quarterly

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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.

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Using Theory in Social Marketing to Predict Waste Disposal Behaviour among Households in Ghana

Cited by 36 publications

References 41 publications

The role of norms in predicting waste sorting behavior

The role of norms in predicting waste sorting behavior

From systematic literature review to a conceptual framework for consumer disposal behavior towards personal communication devices

Integrating the Theory of Planned Behavior With Norm Activation in a Pro-Environmental Context

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