Abstract
This study aims to examine the influence of campus environment on the green behavior of young consumers. Using the framework of social cognitive theory (SCT) and value-belief-norm theory (VBN), this study explores the factors that mediate the relationship between campus advertising and pro-environmental intentions. Data were obtained from 120 respondents aged 18-23 years old and analyzed using structural equation modeling (SEM) method. The results show that campus advertising has a significant effect on pro-environmental behavior intention through responsibility attribution and personal norms.
Full Text
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call