... is an example of pro-environmental conduct. Hence, this study aims to examine how motivation, subjective norms, perceived benefits and perceived threats influence pro-environmental behavior (PEB) intention. Design/methodology/approach This research uses a two-stage disjoint approach of partial least squares...

...Natália Rohenkohl do Canto; Klaus G. Grunert; Marcia Dutra de Barcellos Purpose Preserving the environment is fundamental to the planet’s long-term sustainability, but attempts to promote pro-environmental behaviours often do not take into account the motivational determinants of such behaviours...

... a model, the COM-SM framework, that connects social marketing programme types with the “capability, opportunity, motivation” model of behaviour. Design/methodology/approach – This article is based on critical review of the efficacy of the 4Ps model in helping managers design social marketing...