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Keywords: Behavioural change
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing 1–19.
Published: 13 October 2026
... to understand the determinants of consumer behaviour in terms of sustainability. Social marketing can harness these determinants to encourage behavioural change towards more responsible consumption patterns. By constructing a model grounded in the Theory of Planned Behaviour ( TPB ), this study provides...
Includes: Supplementary data
