Background:

The theory of planned behavior (TPB) is one of the famous theories used to predict a person’s intentions in various contexts, using the subjective normative component. This article, therefore, focused on proposing a conceptual model to fill the existing gaps related to the pro-environmental context, based on the TPB, with the normative aspects supplemented by incorporating the norm activation theory (NAT).

Focus of the Article:

The interaction between subjective and personal norms needs to be considered in order to acquire empirical data support from social marketing scholars. The awareness of consequences is used to form personal norms that function as an “instrumental attitude” in predicting intention. The existence of attitude needs to be distinguished between the experiential and instrumental, reflected in the awareness of consequences.

Program Design/Approach:

Pro-environmental behavior (PEB) in the context of waste sorting is a shared function of intentions, personal norm, and perceived control. It plays an important role in mediating the influence of motivational factors of TPB and personal norm of NAT, on waste sorting. Communication strategies in promoting waste sorting activity have to integrate social pressure with a feeling of moral obligation.

Importance to the Social Marketing Field:

The conceptual model shows that the integration of TPB and NAT contributes a more comprehensive perspective for social marketers to promote the waste sorting behavior of the targeted society.

Methods:

Five essential stages are systematically arranged to integrate TPB and NAT. The first stage explains the basic equation of TPB and NAT. The second proposes three essential propositions. The third provides logical thinking of the integrated equation model, while the fourth stage creates the visual form and explains it in detail. The fifth stage provides a clear and concise managerial implication and limitation of the model, accompanied by the possibility to expand it in future studies.

Recommendations for Research or Practice:

The social marketing practitioners and academicians interested in the issue of PEB context from the community, need to consider the integration of TPB and NAT in their activities. Social pressure within the community is strengthened by the formation of a sense of moral obligation with the simultaneous strengthening of the experiential and instrumental attitude.

Limitations:

The proposed conceptual model is limited to the utilization of a cultural approach as the central premise. It is also limited to the use of the fundamental theory in predicting humans’ behavior in a waste sorting context.

中文翻译：

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在计划环境中将计划行为理论与规范激活相结合

背景：

计划行为理论（TPB）是使用主观规范成分在各种情况下预测一个人的意图的著名理论之一。因此，本文着重提出一种概念模型，以填补基于TPB的与亲环境相关的现有空白，并通过纳入规范激活理论（NAT）来补充规范方面。

文章重点：

为了从社会营销学者那里获得经验数据支持，需要考虑主观规范和个人规范之间的相互作用。后果意识用于形成个人规范，在预测意图时起“工具态度”的作用。态度的存在需要在经验和工具上加以区分，这体现在对后果的认识中。

程序设计/方法：

废物分类中的环保行为（PEB）是意图，个人规范和感知控制的共同功能。它在调解城规会动机因素和NAT个人规范对废物分类的影响中起着重要作用。促进废物分类活动的交流策略必须整合社会压力和道德义务感。

对社会营销领域的重要性：

该概念模型表明，城规会和NAT的整合为社会营销人员提供了更全面的视角，以促进目标社会的废物分类行为。

方法：

系统地安排了五个基本阶段来集成TPB和NAT。第一阶段解释了TPB和NAT的基本公式。第二个提出了三个基本命题。第三部分提供了对集成方程模型的逻辑思考，而第四阶段则创建了视觉形式并对其进行了详细说明。第五阶段提供了该模型的清晰简洁的管理含义和局限性，并有可能在以后的研究中对其进行扩展。

研究或实践建议：

对社区中的PEB上下文感兴趣的社会营销从业人员和院士需要在其活动中考虑将TPB和NAT集成。在形成道德义务感的同时，增强了体验和工具态度，从而增强了社区内部的社会压力。

局限性：

提出的概念模型仅限于以文化方法为中心。它还仅限于在废物分类环境中预测人类行为时使用基本理论。