Background: Littering has been identified as a major issue in India that has negative impacts on the environment as well as public health. Focus of the article: Guided by the Theory of Planned Behavior, this empirical study determines the influence of three major concepts namely attitude, subjective norms, and self-efficacy on the intention to adopt anti-littering behavior. Research Hypotheses: The hypotheses stipulate that attitude, subjective norms, and self-efficacy have a significant influence on the intention to perform anti-littering behavior. Methods: In total, 750 individuals were interviewed at 34 locations across the states of New Delhi and Punjab (India) in a field survey. The data have been analyzed through confirmatory factor analysis in AMOS 21.0 to classify the considerations of the antecedents of the intention according to their relative significance using the natural gaps in standardized regression weight values. Subsequently, path analysis has been used to test a series of hypotheses concerning the direct effects of attitude, subjective norms, and self-efficacy on the intention to adopt anti-littering behavior. Results: The findings of the study revealed that all three constructs; attitude, subjective norms, and self-efficacy have a significant influence on the intention to adopt anti-littering behavior. Subjective norms influence intention to the highest extent closely followed by attitude. Recommendations for Research/Practice: Social marketers are recommended to target subjective norms and attitude while designing social marketing interventions to promote anti-littering behavior. Limitations: One limitation of this study is the existing gap between self-reported behavioral intention and actual behavior.
The prime objective of the study was to understand the variation in the importance given by different age and gender groups to the select factors while buying mobile handsets in India. The study concludes that the mobile handset users of age group of 18-30 years are less price sensitive than consumers of other groups; rather they consider 'physical appearance', 'brand', 'value added features', and 'core technical features' more important than users of any other age groups. On the contrary, the consumers of age group 50 years and above have given greater importance to 'price' than consumers of other age groups. There were significant differences between different age groups as regards to the importance given to all the factors except 'post -purchase services'. The difference was highest for the 'brand' closely followed by 'core technical features' of the handset. Gender differences have also existed for these factors.
Past research works in the area of customer loyalty are insufficient to provide clear understanding of linkage in attitudinal and behavioral loyalty. In order to explain this linkage, present research tests the relationship between two forms of customer loyalty: attitudinal and behavioral. The study employs survey methodology to collect the responses from 600 customers of health clinics, fitness centers, beauty salons, and convenience stores. The data were collected through a structured questionnaire with a series of statements based on a 7-point Likert scale. To examine the bilateral relationships, a non-recursive model was implemented using structural equation modeling in Amos 17.0 designed for data analytics. The results reveal that attitudinal loyalty drives behavioral loyalty, while behavioral to attitudinal loyalty has been insupportable across the sample collected from diverse service categories. The study provides insights about the design of marketing strategies in targeting customers’ attitudinal loyalty, so that positive behavioral responses can be obtained to sustain the growth and profitability. This research adds value to the growing body of literature on customer loyalty by identifying the relationships between two broad dimensions: attitudinal and behavioral. The study empirically substantiates that an attitude–behavior relationship is significant to achieve true customer loyalty.
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