Haj-Salem, Narjes; Al-Hawari, MohD Ahmad - In: Journal of Social Marketing 11 (2021) 3, pp. 204-223
Purpose: The purpose of this study is to develop a model that integrates self-conscious emotions (i.e. anticipated guilt and anticipated pride) alongside the theory of planned behavior’s key explanatory factors to challenge the idea that recycling behavior is driven mainly by cognitive...