Young et al.(2009) report a gap in customers’ buying habits which is referred to a value action gap. This value action gap is typically where customers are concerned about environmental issues but have a hard time interpreting it when making a purchase. In the same way, Peattie and Crane (2005) report that there has been a slight growth on green purchasing since 1990, they also identified a significant gap between concerns and actual purchasing among customers. Datta (2011) states, it is important to increase people’s environmental awareness and consciousness, because as customers, they can impact the environment through their positive purchasing decisions. Datta (2011) further argues that the growing number of customers and consumers who prefer and are willing to buy Eco-friendly products are creating opportunities for businesses that are using “Eco-friendly” or “environmentally friendly” as a component of their value proposition . Considering the fact that printers produce carbon foot prints (Lubick, 2007), the authors have decided to conduct their research on the consumers’ purchasing gap towards Eco printers in Swedish market. Thus, the purpose of this study is to identify and analyze the factors which can influence consumers’ green purchasing intention. More specifically, it aims to find and analyze the factors that can influence consumers’ green purchasing intention towards buying an Eco printer in the Swedish market.  Therefore, the following research question has been formulated: What factors can influence the consumers’ green purchasing intention towards buying environmentally friendly printer? In this thesis both primary and secondary data have been used to establish its findings. A questionnaire of 201 respondents was analyzed to answer the research question. In conclusion the authors h found that there are several determinants which can influence the green purchasing intentions. Among these determinants, green knowledge and Eco literacy, attitude and green belief, environmental laws and guidelines and willingness to pay are indentified as strong influencing factors while demographics found as less stronger factor. However, subjective norms and social influence found as a weak one.

This study explored the effect of public relations message strategies on beliefs, attitudes, and behavioral intentions of individuals regarding boater safety. An experiment was conducted using seven safety messages. Specifically, Fishbein and Ajzen’s (1975) theory of reasoned action and J.E. Grunig’s (1997) situational theory of publics were used to examine the communication effects of message strategies proposed by Hazleton and Long’s (1988) public relations process model. The findings of this study support the predictions of the theory of reasoned action—that salient beliefs predict attitude toward behavior and attitude toward behavior and subjective norm predict behavioral intent. Of the three attitude items measured— attitude toward message, attitude toward issue, and attitude toward organization—salient beliefs had the greatest effect on the attitude toward issue measure. Subjective norm was shown to be the stronger predictor of the three attitude items. In addition, support was found for the predictions of the situational theory of publics. The independent variables—problem recognition, constraint recognition, and level of involvement—were found to predict information seeking behaviors. However, the use of public relations message strategies in boater safety communication produced minimal effects on the same variables. It was determined that the power strategies, threat and punishment and promise and reward, would be most effective when communicating to a passive public such as the sample tested in this study. This study is significant to public relations literature because it examined how active boaters and non-boaters perceive safety messages. There appeared to be no research on the use of safe boating messages. Thus, there was no research on how public relations messages about boater safety affect boaters’ attitudes, awareness, and behavioral intentions prior to the implementation of this study. Determining effective boater safety messages will help to reduce boater accidents, injuries, and fatalities in years to come (U.S. Coast Guard, 2009), making this study both necessary and original.

Utilizing communication and activist organization perspectives, this empirical study examined activist message strategies and how they influence variables related to the receiver of activist communication. Specifically, J.E. Grunig's (1997) situational theory of publics and Fishbein and Ajzen's (1975) theory of reasoned action were used to explain the communication effects of the seven activist message strategies developed from Hazleton and Long's (1988) public relations process model. The findings of this study support the premise of situational theory of publics and contribute to the extension of the theory through the inclusion of goal compatibility as a predictor of information seeking behavior and the use of alternative items to operationalize information seeking behavior, such as visiting a Web site. Only partial support was found for the predictions of the theory of reasoned action. Attitude toward behavior was not found to have a significant influence on behavioral intent. However, the importance of subjective norm to the prediction of behavioral intent was reiterated. Also, the proposition that message strategies influence behavioral intent via their influence on attitude toward strategy was supported. Finally, results of this study partially supported the hypothesis that receiver variables are influenced by activist message strategies. Problem recognition, goal compatibility, attitude toward strategy, and attitude toward behavior were found to be affected by activist message strategies. Problem recognition was influenced most by the persuasive strategy, goal compatibility was most influenced by the threat and punishment strategy, and attitude toward strategy and attitude toward behavior were both influenced most by the cooperative problem-solving strategy. Overall, the results of this research suggest that, of the seven activist message strategies, activist organizations will be most successful using persuasive and coercive strategies. This important finding offers a recommendation to activist organizations regarding the most effective strategy to use in message development.

Submitted in fulfillment of the requirements of the Degree of Doctor of Technology: Business Administration, Durban University of Technology, 2014. / This thesis integrates social capital and ‘reasoned action’ theory to construct a theoretical model for investigating the factors which predict an individual’s intention to share tacit knowledge in a University of Technology. It utilizes Nahapiet and Ghoshal (1998: 243) definition and conception of social capital. They define social capital as “the sum of the actual and potential resources embedded within, available through, and derived from the network of relationships possessed by an individual or social unit”. This study examined tacit knowledge sharing behaviour (i.e., knowledge that is shared between individuals) within the context of social capital. The specific type of tacit knowledge that is being studied relates to work experience ‘know-what’ and ‘know-how’. ‘Know-what’ refers to the basic mastery of a discipline that professionals achieve through education and training. ‘Know-how’ refers to procedural knowledge about a business process and the individual’s capability to perform an action with an understanding of why the action is appropriate in the particular context, (i.e., action skill or applied competence). Specifically, this study examines the relationship between the structural, relational and cognitive dimensions of social capital and the individual’s attitude towards the sharing of tacit knowledge. It further examines the relationship between the individual’s attitude towards tacit knowledge sharing, their perceived norms and perceived behavioural control over the sharing of tacit knowledge (mediating variables) and their intention to share tacit knowledge. It is a case study which consists of a mixed methods research design, incorporating nine research interviews and five hundred and fifty four self administered questionnaires. The theoretical model is examined using structural equation modeling (SEM) and as a result of the findings, the initial model is revised into a set of theoretical models, which are tested using SEM and found to be consistent with the data (i.e., a good fit). The direct, indirect and total effects of the identified predictor (social capital) and mediating variables (‘reasoned action’) on the individual’s intention to share tacit knowledge, in each model, is examined and the results are presented. Each dimension of social capital is found to be significant for predicting the criterion variable ‘attitude towards tacit knowledge sharing’. The individual’s attitude towards tacit knowledge sharing is found to be highly significant for predicting the individual’s intention to share tacit knowledge but the ‘reasoned action’ variables are found to be not as significant, particularly perceived behavioural control over the sharing of tacit knowledge. The results of this study enrich our collective understanding regarding social capital and tacit knowledge sharing behaviour.

Thesis (M.A.)--Miami University, Dept. of Communication, 2008. / Title from first page of PDF document. Includes bibliographical references (p. 42-46).

The influence of electronic word of mouth (eWOM) on consumers’ purchase intentions has long been known. However, the emergence of social media has brought a new perspective to eWOM through enabling users to communicate with their existing networks on the Internet. On social media, conversely to the other online platforms, users are able to exchange their opinions and experiences about products or services with familiar people, which refers to people who they already know such as friends and acquaintances. This new way of eWOM has the potential for greater impact on consumers. Therefore, the aim of this research is to examine the influence of eWOM in social media on consumers’ purchase intentions. To do so, the research in this thesis involved two major phases. In the first phase, in order to explore the determinants of eWOM information on social media which influences consumers’ purchase intentions, a theoretical model was developed based on the integration of Information Adoption Model (IAM) and related components of Theory of Reasoned Action (TRA). The new model, which is named as Information Acceptance Model (IACM), was validated through structural equation modelling (SEM) based on surveys of 384 social media users in the UK. The results have highlighted that quality, credibility, usefulness and adoption of information, needs of information and attitude towards information are the key factors for eWOM in social media which influence consumers’ purchase intentions. Furthermore, to provide better understanding of the influence of eWOM on social media, the second phase of this research was designed as a comparative study. To explore whether the eWOM between familiar people on social media or the eWOM between anonymous people on other online platforms was more influential on consumers’ purchase intentions, the data collected through survey was reanalysed with a different perspective; and a comparison was conducted based on multiple regression analysis. The results have revealed significant differences and found anonymous reviews to be more influential on consumers’ purchase intentions than friends’ recommendations on social media. However, since these results were contrary to expectations, 10 in-depth interviews were also administered to enlighten the insightful results found through the survey. The interview findings uncovered the survey results. Information quantity, information readiness, detailed information, and dedicated information were discovered as the factors which make online reviews superior than friends’ recommendations in terms of the influence of eWOM. This research contributes to theoretical implications through its validated model and found key dimensions. The research model, IACM, brings a new approach to information adoption by extending IAM and provides new insights to researchers who study Information Systems (IS). In addition, the model highlights the information adoption process as an antecedent of behavioural intention, which is a very important finding for the related literature. Future studies can build new models through considering this relationship between information adoption process and behavioural intention. Moreover, the second phase of this research provides new constructs for future studies through its qualitative findings. The findings reached through in-depth interviews, which explain why consumers prefer anonymous online reviews, can either be tested as components of new theories and models or they can be tested as inclusion of existing theories and models. Both types have potential to provide valuable results for the literature. On the other hand, in terms of practicality, this research provides marketers with a frame of reference to understand the influence of eWOM in social media on consumers’ purchase intentions. Both the contextual and the comparative studies in this research offer valuable insights for marketers; marketers thus can develop better strategies for marketing on social media.

What are the key antecedents, factors and moderators that influence environmentally friendly and socially responsible consumer behaviour? Individual consumers buy products and services not only for their intrinsic satisfactory functionalities. They make their consumption choices also because of specific extrinsic products/service abilities to affirm their lifestyle choice, i.e. enhance their self-concepts and satisfy their psychological needs. Given that despite the recent increase of interest in sustainable consumer behaviour, little is known on sustainable consumer aspirations, this study aims at filling the research gap in this area of academic research. This study investigates ad hoc literature in Lifestyle Strategic Marketing, Branding, Social Psychology and Self-Concept Theory applicable in Green and Fair Trade Operational Marketing . Mixed research methods are used in three distinct studies: (a) laboratory experiment, (b) SurveyMonkeyTM online questionnaire analyzed quantitatively, and (c) SPSS and SEM software data management and analysis. They are conducted in France and based on the common research models, i.e. the Theory of reasoned action (TRA) founded by Fishbein & Ajzen (1975) and the Theory of planned behaviour (TPB) coined by Ajzen (1991). Specific attitudes towards environmentally friendly and fair-trade products and services are derived from Value sets, Awareness of Consequences beliefs and Environmental Concern evaluations; therefore in the third partial study we adapt the research model proposed by Hansla et al. (2008). In all of them is employed a convenience sampling method that allows to gather between 109 and 350 respondents. Results allow for identification of salient factors influencing consumer purchasing intention and willingness to adopt and pay for both environmentally friendly and socially responsible products and/or services.

The predominately rural state of Mississippi responded to high teenage pregnancy rates by enacting a 2011 law requiring school districts to choose between an abstinence-only and an abstinence-plus program for their high schools. However, there is limited extant research on Mississippi's sex education policies, creating a research gap that inhibits developing successful programs to reduce teenage pregnancy rates. There is specifically a need to compare the two types of allowed programs with a focus on rural areas. This study compared programs by examining students' abstinent sexual attitudes, social norms, self-efficacy, sexual abstinence behaviors, and perceived effectiveness of sexual education and decision making to address whether those variables differed by program and if programs and genders interacted. The study was informed by the health belief model, social cognitive theory, and the theory of reasoned action. The study collected data from 366 students who had taken one of the two programs completed 4 surveys: a demographic survey, the Sexual Risk Behavioral Belief and Self-Efficacy scale, the Sexual Abstinence scale, and the Effectiveness of Sexual Education scale. Students who completed the abstinence-plus program had higher levels of abstinent sexual attitudes, abstinent social norms, abstinent self-efficacy, and sexual decision-making self-efficacy when compared to students who completed the abstinence-only program, with a small effect size for abstinent social norms. Sexual abstinence behavior scores did not differ by program and programs and genders did not interact. Future studies should include a pretest and posttest evaluation. Analyzing these programs facilitates social change by informing the design of effective programs that focus on at-risk youth sexual behaviors.

The Three-Component Model of organizational commitment (TCM) by Meyer and Allen (1991, 1997) is widely regarded as the most dominant model in organizational commitment research (Cohen, 2003, 2007). However, recent research by Solinger et al. (2008) questioned the legitimacy of the TCM as a general model of organizational commitment. More specifically, the authors criticized the TCM for grouping affective commitment as an attitude toward target with continuance and normative commitment as attitudes toward behaviors under one general label of attitudinal construct. Based on the Theory of Reasoned Action (TRA; Ajzen & Fishbein, 1980), Solinger et al. (2008) argued that we should consider organizational commitment strictly as an attitude toward the organization (i.e., affective commitment). Based on Eagly and Chaiken's (1993) composite attitude-behavior model, the current study tested the reconceptualization of organizational commitment as a unidimensional construct reflecting employees' attitudes toward the organization (i.e., affective commitment) in predicting several organizational behaviors (i.e., considerate voice, production deviance, and behavioral engagement). In addition, I also investigated whether these organizational behaviors could be better explained by adding different classes of behavioral expectancies (i.e., utilitarian, normative and self-identity expectancies) as antecedents. Finally, I tested the mediating roles of attitude toward behaviors in the relationship between affective commitment and three behavioral expectancies and the three organizational behaviors. A sample of 258 employees in a large-sized organization in China was obtained for this study. The results suggested that none of the hypotheses of the current study was supported by the evidence in the current study. In particular, affective commitment and three classes of behavioral expectancies did not significantly predict their corresponding behaviors. In addition, I also did not find the evidence for the indirect effects from affective commitment and the behavioral expectancies on the behaviors. Several alternative explanations were provided for the results. Among those, the lack of compatibility between affective commitment and the behaviors, the existence of moderators (e.g. national culture), the lack of necessary control to perform the behaviors successfully are key factors that might lead to the current findings. Although none of the hypotheses was supported, I found limited empirical supports for the reconceptualization of organizational commitment strictly as the attitude toward the organization and that organizational behaviors could be better explained by adding appropriate behavioral expectancies to the model (Solinger et al., 2008). Finally, theoretical and practical implications of the current study as well as directions for future research are discussed.

Children, growing up in this digital era incorporate technology into play, communication and learning. Therapists working with children endeavour to use mediums with which children are familiar and thus need to make a decision whether to include technology in or exclude technology from their therapeutic environments. This is no easy decision, in the midst of negative publicity regarding the role technology plays in children‘s lives. A deeper understanding of what encourages or discourages therapists from using technology as a therapeutic medium with children could guide practitioners in their decisions regarding the use of technology in therapy. The aim of this study was to explore and describe experiences of therapists using technology, as a therapeutic medium with children. A qualitative multiple case study design was used. Experiences were defined as the “active process" of reinterpreting the "physical, perceptual, affective and cognitive aspects" of being exposed to events to bring about a change in response options (McKnight & Sechrest, 2003:471). Data were collected by means of semi-structured interviews and visual data. Seven therapists participated in the research, selected by means of non-probability purposive sampling and snowball sampling. Collected data and reflective field notes were analysed thematically, using an inductive, interpretive approach, guided by a theoretical framework, the Theory of Reasoned Action (TRA). Findings indicated that all participants were aware that children find technology appealing, but participants who were older or psychodynamically orientated were less inclined to incorporate technology as a therapeutic medium. Participants who were experimental by nature used technology as a therapeutic medium with some caution. Experimentally inclined participants who had received training in using technology used technology not only as a therapeutic medium, but also more confidently as a play medium. Participants were deterred mainly by the uncertainty of the therapeutic value of technology, the lack of ethical guidelines regulating the use of technology in therapy and the concern that technology may interfere with the therapeutic process. Further research regarding parents’ and child-clients’ perspectives of using technology in therapy would perhaps reduce speculative perceptions. Research regarding therapists’ values and perceptions of technology as a therapeutic medium could guide stakeholders in their development of training programs and necessary ethical guidelines. / MA (Psychology), North-West University, Potchefstroom Campus, 2015