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dc.contributor.authorKoon, Oen_NZ
dc.contributor.authorChan, RYKen_NZ
dc.contributor.authorSharma, Pen_NZ
dc.date.accessioned2020-07-29T03:47:37Z
dc.date.available2020-07-29T03:47:37Z
dc.date.copyright2020-03-11en_NZ
dc.identifier.citationMarketing Intelligence & Planning, Vol. 38 No. 5, pp. 603-618. https://doi.org/10.1108/MIP-10-2019-0534
dc.identifier.issn0263-4503en_NZ
dc.identifier.urihttp://hdl.handle.net/10292/13560
dc.description.abstractThis paper aims to explain the discrepancy between pro-environmental intentions and behaviors with moderating effects of two socio-cultural values (espoused individualism and faith in others) on the link between intentions and actual behaviors to save electricity.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>An online survey of 303 consumers in Hong Kong with a structured questionnaire was used to collect the data to test all the hypothesized relationships.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>Attitude toward saving electricity has a significant positive effect on the intentions to save electricity, but subjective norms and perceived behavioral control have no such effect on intentions but do positively affect the actual electricity saving behavior. Finally, the link between intentions and behavior to save electricity is negatively moderated by espoused individualism and positively by faith in others.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>This study was conducted with a sample of consumers in Hong Kong; hence, its findings may not be generalizable to other countries.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study provides new insights into the link between pro-environmental intentions and behaviors by looking beyond the theory of planned behavior and exploring the moderating role of socio-cultural values on the intention-behavior link.en_NZ
dc.languageenen_NZ
dc.publisherEmeralden_NZ
dc.relation.urihttps://www.emerald.com/insight/content/doi/10.1108/MIP-10-2019-0534/full/html
dc.rightsCopyright © Emerald Group Publishing Limited, 2020. Authors retain the right to place his/her pre-publication version of the work on a personal website or institutional repository for non commercial purposes. The definitive version was published in (see Citation). The original publication is available at www.emeraldinsight.com (see Publisher’s Version).
dc.subjectAttitude; Espoused individualism; Faith in others; Pro-environmental; Perceived behavioral control; Subjective norms
dc.titleModerating Effects of Socio-cultural Values on Pro-environmental Behaviorsen_NZ
dc.typeJournal Article
dc.rights.accessrightsOpenAccessen_NZ
dc.identifier.doi10.1108/mip-10-2019-0534en_NZ
aut.relation.endpage618
aut.relation.issue5en_NZ
aut.relation.startpage603
aut.relation.volume38en_NZ
pubs.elements-id386577
aut.relation.journalMarketing Intelligence & Planningen_NZ


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