Abstract:Purpose
Littering has been identified as a significant social issue in India that has negative impact on the environment as well as public health. Social marketing is a powerful tool for changing and sustaining pro-environmental behaviors, but so far no research has been found on the application of social marketing on changing littering behavior in India. This paper aims to integrate the two widely used social marketing models, health belief model (HBM) and theory of planned behavior (TPB), with an extra facto… Show more
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