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

Abstract

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.

Drivers of Middle-Class Consumers’ Green Appliance Attitude and Purchase Behavior: A Multi-Theory Application

“…The attitude is the individual's overall evaluation of an object or engagement in given behavior, which may be either negative or positive. If a person's evaluation of a product or required behavior is positive, this increases the intention to act positively toward the product or behavior (Setiawan et al, 2020). The degree to which subjective norm enhances behavioral intention depends on how attitude will be impacted (Issock et al, 2017;Setiawan et al, 2020).…”

“…If a person's evaluation of a product or required behavior is positive, this increases the intention to act positively toward the product or behavior (Setiawan et al, 2020). The degree to which subjective norm enhances behavioral intention depends on how attitude will be impacted (Issock et al, 2017;Setiawan et al, 2020). Subjective norm refers "to the individual's perceptions of social pressure from important referents to perform a behavior."…”

“…Out of the PBC, attitudes, and behavior intention that the TPB theory suggests as predictors of green appliance adoption, researchers (Issock et al, 2017;Setiawan et al, 2020) see attitudes to be an important factor in building an adoption behavior. However, factors driving attitude are rarely studied and the TPB theory provides limited help in this regard.…”

“…More so, studies have focused on explaining behavioral intention without examining whether the intention eventually translates into actual behavior. Also of concern is the fact that the TPB provides limited predictors of attitude, which is one of the strongest drivers of a positive response or behavior (Setiawan et al, 2020). Thus, there have been suggestions that more predictors and theories be sought and integrated to explain green or pro-environmental attitudes and behaviors (Conner & Armitage, 1998;Setiawan et al, 2020).…”

The Role of Financial Management Accountability in Enhancing Organizational Performance in Indonesia

“…The internal control system, including the internal audit, is intended to increase financial performance reliability, either directly or indirectly, by increasing the accountability of information providers in an organization (Jensen, 2000). Therefore, internal control can help the organization achieve broader objectives that cover organizational problems and protect the environment (Setiawan, Afiff, & Heruwasto, 2020) related to lower revenues, disclosure of material weaknesses and frauds, and earnings management, which are independently assessed in terms of the quality of the managerial performance on undertaking the given responsibilities. Al-Thuneibat, Al-Rehaily, and Basodan (2015) believe that all dimensions of internal control (i.e., control environment, risk assessment, control activities, information and communication, and monitoring) have a positive relationship with all profitability measurements.…”