1. Integrating the Theory of Planned Behavior, Altruism, and Self-Construal to Predict Paper Recycling Behavior in Individualistic and Collectivistic Societies: Implications for Communication Campaign Design.
- Author
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Chaisamrej, Rungrat and Zimmerman, Rick
- Subjects
PAPER recycling ,PLANNED behavior theory ,ALTRUISM ,INDIVIDUALISM ,COLLECTIVISM (Social psychology) - Abstract
This study was an effort to uncover 4 major facts: (a) the predictive power of the proposed integrated model, which posits the influence of attitudes (ATT), subjective norms (SN), perceived behavior control (PBC), altruism, and two-types of self-construal on behavioral intentions to recycle paper materials; and (b) the moderating effects of individualism-collectivism (I-C) on the attitudes-intentions relationship and the subjective norms-intentions relationship. Conducted in 2 contrasting cultures, this cross-sectional research consisted of two phases: the TPB elicitation research and the main study. Participants were undergraduate students recruited from 2 major public universities in Thailand and the U.S. The sample size used in the main analysis comprised 417 respondents from Thailand (representing a collectivistic society) and 432 respondents from the U.S. (representing an individualistic society). Structural equation modeling (SEM) was employed to investigate the predictability of the integrated model. Multigroup SEM was implemented to examine the moderating effects of I-C. The results yielded some significant findings enhancing our understanding of paper-recycling intentions of college students in the 2 countries. First, TPB determinants, especially PBC and SN, were potential predictors of paper recycling. Although ATT was not a successful antecedent of paper-recycling intentions in Thailand, it predicted intentions of U.S. participants. Second, altruism was a significant factor explaining ATT and PBC for both samples; it also directly influenced intentions. Finally, 2 types of self-construal significantly and distinctively affected ATT and SN. Findings can benefit communication campaigns targeting audiences in different cultural milieus. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]
- Published
- 2007