Koon, Olivia; Chan, Ricky Y.K.; Sharma, Piyush - In: Marketing Intelligence & Planning 38 (2020) 5, pp. 603-618
Purpose: This paper aims to explain the discrepancy between pro-environmental intentions and behaviors with moderating effects of two socio-cultural values (espoused individualism and faith in others) on the link between intentions and actual behaviors to save electricity....