Earticle

초록

영어

This study aims to address the need for more research on the interplay between two types of social norms, namely descriptive and injunctive norms, and two components of perceived behavioral control, namely capacity and controllability. Specifically, we examined their direct influence on the intention to reduce disposable product use. Furthermore, the moderating roles of capacity and controllability were explored. Analyzing the survey responses of 160 college students revealed that capacity exerted direct influence on the intention to reduce disposable product use and acted as a moderator in the attitude–intention and injunctive norm–intention relations. Controllability did not directly influence the intention; rather, it served as a moderator in the injunctive norm–intention relation. The results of this study indicate that sustainability campaign messages should be structured differently depending on the target group’s level of capacity and controllability regarding the behavior.

목차

Abstract
1. Introduction
2. Method
3. Results
4. Discussion
5. Conclusion
References

키워드

저자

• Mina Lee [ Professor, Department of Advertising and Public Relations, Kookmin Univ., Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Internet, Broadcasting and Communication

• 간기

  계간

• pISSN

  2288-4920

• eISSN

  2288-4939

• 수록기간

  2009~2025

• 십진분류

  KDC 326 DDC 380