A TPB's Evidence for Communication Campaign Design to Promote Paper Recycling in Thailand
University of the Thai Chamber of Commerce Journal
Chulalongkorn University Printing House
University of the Thai Chamber of Commerce. Journal Editorial Office
This cross-sectional research aimed at understanding young peopleûs paper recyclingbehavior in Thailand. The study applied Ajzenûs well-tested theory of planned behavior(TPB) to investigate the influence of three socio-psychological antecedents, i.e. attitudes,subjective norms, and perceived behavioral control, on recycling intentions. Data werecollected by using a close-ended questionnaire administered among college students.The sample size is 417. The results from the structural equation modeling analysisrevealed that only two variables, i.e. perceived behavioral control and personal norms,significantly predicted paper recycling. Nonetheless, attitudes did not determineintentions to recycle used paper. The findings from this study recommend the emphasisof two influential factors in designing communication programs, enhancing individualsûperception of control over recycling actions and strengthening their subjective normsregarding paper recycling.
Strategic Public Relations
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University of the Thai Chamber of Commerce
Rungrat Chaisamrej (2008) A TPB's Evidence for Communication Campaign Design to Promote Paper Recycling in Thailand. University of the Thai Chamber of Commerce Journal Vol.28 No.4.