International E-publication: Publish Projects, Dissertation, Theses, Books, Souvenir, Conference Proceeding with ISBN.  International E-Bulletin: Information/News regarding: Academics and Research

Modeling the Impact of Online Social Marketing Campaigns on Consumers’Environmentally Friendly Behavior

Author Affiliations

  • 1 Faculty of Marketing, The Bucharest University of Economic Studies, Bucharest, ROMANIA

Res. J. Recent Sci., Volume 2, Issue (3), Pages 14-21, February,2 (2013)


Nowadays, consumers are becoming more and more aware of how their behavior and their use of resources can affect the environment. To a certain extent, online social marketing campaigns can be hold responsible for the shift from an irresponsible behavior to an environmentally friendly behavior. Trying to explain how online social marketing campaigns can influence consumers' intention to behave in an environmentally friendly manner, we have employed the Theory of Planned Behavior (TPB) as our research framework. The basic variables of TPB were developed and adapted for the purpose of our study. Measurements' reliability and validity were assessed as the first phase of our data analysis. Further, we have conducted a PLS-based structural equation modeling for hypotheses testing. All our hypotheses were validated at p<0.05. In order to assess the magnitude of the causal relationships between TPB's variables we used Cohen's effect sizes, which indicate a certain influence of online social campaigns on consumers' intention to behave environmentally friendly. Contrary to these results, consumers' perceived behavioral control, namely the existence of necessary financial resources, time and knowledge for engaging in ecological activities, as having a medium effect on consumers behavioral intentions. The model fit indicates that TPB is a viable research framework when trying to explain and predict consumers' environmentally friendly behavior. Conclusions and implications are further elaborated.


  1. Rodrigues L., Artificial and Natural Regeneration of the Forests of Bombay Presidency: 1838 to 1860, Res. J. Recent Sci., 1(2), 113-118 (2012)
  2. Amanchi Nageswara Rao and Mohd. Masood Hussain, Ecophysiological and cytopathological impact of delfin insecticide (Bacillus thuringiensis) to an unicellular ciliate protozoan, Euplotes patella, Res. J. Recent Sci., 1(4), 64-67 (2012)
  3. Pebam Nganthoiba Mangang, Health Beliefs and Perception of Well-being among the Lois of Thanga in Manipur, India, Res. J. Recent Sci., 1(4), 46-52 (2012)
  4. Sharma Pramila, Fulekar M.H. and Pathak Bhawana, E-Waste- A Challenge for Tomorrow, Res. J. Recent Sci., 1(3), 86-93 (2012)
  5. Nimawat Dheeraj and Namdev Vishal, An Overview of Green Supply Chain Management in India, Res. J. Recent Sci., 1(6), 77-82 (2012)
  6. Serban C., Building the Ecological Behavior of Romanian Consumers: A Case Study of Social Organizations’ Involvement in Society, Pak. J. Life Soc. Sci., 9(2), 165-168 (2012)
  7. Ranchhod A. and Marandi E., Strategic Marketing in Practice, Abingdon, OX: Routledge (2006)
  8. Ranchhod A. and Gurau C., Marketing Strategies: A Contemporary Approach, Upper Saddle River, NJ: Pearson Education (2007)
  9. Frey B.S., Not just for money: an economic theory of personal motivation, Cheltenham: Edward Elgar Publishing (1997)
  10. Jackson T., Motivating sustainable consumption: a review of evidence on consumer behavior and behavioral change, available online at: (2005)
  11. Fishbein M. and Ajzen I., Belief, attitude, intention, and behavior: An introduction to theory and research, Reading, MA: Addison-Wesley (1975)
  12. Ajzen I. and Fishbein M., Understanding attitudes and predicting social behavior, Englewood Cliffs, NJ: Prentice-Hall (1980)
  13. Wilk R., Consumption, Human Needs and Global Environmental Change, Global Environ. Change., 12, 5-13 (2002)
  14. Schwartz S., Awareness of Consequences and the Influence of Moral Norms on Interpersonal Behavior, Sociometry, 31, 355-369 (1986)
  15. Bamberg S. and Schmidt S., Incentives, Morality or Habit? Predicting Students’ Car Use for University Routes with the Models of Ajzen, Schwartz and Triandis, Environ. Behav., 35(2), 264-285 (2003)
  16. Tonglet M., Phillips P.S. and Read A.D., Using the Theory of Planned Behavior to investigate the determinants of recycling behavior: A case study from Brixworth, UK, Resour. Conservat. Recycl., 41, 191-214 (2004)
  17. Lim H. and Dubinsky A.J., The theory of planned behavior in e-commerce: Making a case for interdependencies between salient beliefs, Psychol. Market., 22, 833-855 (2005)
  18. Ajzen I., The theory of planned behavior, Organ. Behav. Hum. Decis. Process., 50, 179-211 (1991)
  19. Bagozzi R.P. and Bumkrant R.E., Attitude measurement and behavior change: A reconsideration of attitude organization and its relationships to behavior, Adv. Consum. Res., 6, 295-302 (1979)
  20. Antil J.H., Socially responsible consumers: Profile and implications for public policy, Journal of Macromarketing, 4(2), 18-39 (1984)
  21. Wessells C.R, Johnston R.J. and Donath H., Assessing consumer preferences for ecolabeled seafood: The influence of species, certifier and household attributes, Am. J. Agr. Econ., 81(5), 1084-1089 (1999)
  22. Engel J.F, Blackwell R.D. and Miniard P.W., Consumer Behavior – 7th edition, Forth Worth: The Dryden Press (1993)
  23. Hallin P.O., Environmental concern and environmental behaviour in Foley, a small town in Minnesota, Environ. Behav., 27(4), 558-578 (1995)
  24. McCarty J.A. and Shrum L.J., The influence of individualism, collectivism and locus of control on environmental beliefs and behaviour, J. Publ. Pol. Market., 20(1), 93-104 (2001)
  25. Bobo L., Social responsibility, individualism, and redistributive policies, Socio. Forum, 6 (1), 71-91 (1991)
  26. Brace I., Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research, London: Kogan Page Publishers (2008)
  27. Fornell C. and Larcker D.F., Evaluating structural equation models with unobservable variables and measurement error, J. Market. Res., 48, 39–50 (1981)
  28. Straub D., Boudreau M.C. and Gefen D., Validation Guidelines for IS Positivist Research, Comm. Assoc. Inform. Syst., 13, 380-427 (2004)
  29. Hair J.F., Anderson R.E., Tatham R.L. and Black W.C., Multivariate Data Analysis, 5th edition, Upper Saddle River, NJ: Prentice Hall (1998)
  30. Kock N., Using WarpPLS in e-Collaboration Studies: Mediating effects, control and second order variables and algorithm choices”, International Journal of e-Collaboration, 7(3), 1-13 (2011)