Purpose – Multiple environmental behaviors will need to be adopted if climate change is to be addressed, yet current environmental decision-making models explain the adoption of single behaviors only. The purpose of this paper is to address this issue by developing and evaluating a...

Purpose – The ethicality of using audience segmentation in social marketing contexts has typically been framed within either a consequentialist or non-consequentialist perspective, leading to a hitherto intractable debate. This paper seeks to shed new light on this debate using two alternative...