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This paper proposed an adaptation of the theory of planned behavior (TPB) model to study the factors influencing organic food purchase behavior in an emerging market. This research introduced household norms as an important factor that reflected the influence of household activities and family pressure on individuals to perform organic food purchase behaviors. The role of trust in organic food as a direct and a moderating factor was examined in the proposed framework as well.

The study proposed a model with 10 hypotheses from the literature review. The hypotheses were tested using data collected from 407 organic food customers in Hanoi, Vietnam. The partial least squares structural equation modeling (PLS-SEM) approach was used for analysis.

The results indicated that household norms played an important role influencing purchase intention and behavior. This research also showed that trust in organic food directly affected purchase intention and played a moderating role on the attitude towards organic food and purchase intention relationship. However, trust in organic food did not show moderating effects on other relationships in the model.

More context-specific reasons may be incorporated into the research model to better explain consumer purchase behaviors.

The role of household norms and its impact under TPB has not been investigated for organic food purchase behaviors, particularly in emerging markets.

This study aims to understand households’ adoption of small-scale solar energy to reduce carbon dioxide emissions that cause due to conventional energy consumptions.

This study is quantitative in nature and households were selected as unit of analysis. Online data has been collected from seven main cities of Pakistan to understand households’ intention to use small-scale solar energy for domestic consumption. A total of 370 valid data were analyzed through partial least square structural equation modeling.

The study findings reveal that publicity information, attitude green norm and perceived behavioral control are the strongest predictors of households’ intention to use small-scale solar energy.

The considered model practically contributes to the literature by understanding households’ intention to adopt solar technologies that are viable means to conserve conventional energy and preserve the environment through less emission of carbon dioxide. In addition to this, understanding the green norm of households is imperative in a developing country, Pakistan where climate risk is high. Understanding household’ green norms would help marketers and practitioners to design and introduce new and more efficient renewable technologies that maintain environmental sustainability.

This study has contributed to theory of planned behavior (TPB) by the inclusion of publicity information and green norms. Previous studies focused on the environmental benefits of using renewable energy sources. This study added novel antecedents into TPB that help to understand the adoption of small-scale solar energy for domestic consumption.

This paper aims to look at the multiple embeddedness of male self-employment by focusing on entrepreneurship of men supported by female breadwinners.

Following a qualitative research design, the paper presents three case studies drawn from a research project, where 40 narrative interviews were conducted with female and male business starters.

The concept of embeddedness that was developed for female business founders can also be applied and specified for business startups of men. Creating and conducting a business or becoming self-employed is for men closely related to and interwoven with gender norms, household and partnership dynamics. Men who are not the family breadwinners benefit from the male connotations of entrepreneurship. Male self-employment, even if of precarious or low pecuniary relevance, allows them to fulfill the norms of masculinity and employment.

Given that this is a qualitative study only based on three case studies, more research is needed to estimate the frequency of this type of male self-employment.

The importance of the context for the decision on starting-up and conducting a business is shown for male entrepreneurs. The study demonstrates how on the household level the male entrepreneurship norm is transformed into everyday lives and fits into gender arrangements. In emphasizing the non-economic dimensions of entrepreneurship, the paper opens the discussion about the interconnections between gender and entrepreneurship for men as well.

This paper aims to explore how the socio-ecological model can be expanded to address wicked problems that are perpetuated by marketing systems through examining the ways the external environment can be targeted.

The authors used an extended socio-ecological model to provide a framework for social marketers to combat climate change through the food system in the external environment.

The socio-ecological model is extended to examine how social marketers can influence the micro and macro environment through targeting the physical structure, economic, political and socio-cultural environment of desirable (sustainable) and undesirable (unsustainable) food products.

The authors highlight that social marketers should focus on the various ways the external environment at multiple levels can be targeted to produce systemic change.

This paper broadens the current macro-social marketing knowledge by providing a framework to analyse where and how change can be affected at the various levels of society.

The aim of this paper is to examine the motives behind the separation of household waste (or the lack of such separation) on the basis of the theory of interpersonal behaviour. The aim of this paper is to broaden and deepen the understanding of key determinants of household waste separation (or the lack of such separation). This study proposes a conceptual model based on the theory of interpersonal behaviour in combination with the focus theory of normative conduct.

A quantitative method was applied to investigate the views of 350 heads of households in the Johannesburg metropolitan area through an administered questionnaire. Structural equation modelling was employed to test the hypothesised structural relationships in the proposed model.

The results indicate that household waste separation intention is influenced by cognition of the consequences and by injunctive and personal normative pressures. Separation intention and past habits were found to have a direct influence on actual separation behaviour.

While the theory of planned behaviour is ubiquitous in the recycling literature, this study presents a different, broader framework for a better understanding of the drivers of household waste separation. This is achieved by applying the theory of interpersonal behaviour in combination with the focus theory of normative conduct. The findings provide insights that could help municipalities in emerging markets to promote household waste separation for better management of the environment.

The purpose of this paper is to present details of a large-scale experiment that evaluated the impact of communicating two types of feedback to householders regarding their domestic electricity consumption: feedback on their own consumption and feedback of both their own consumption and that of others in their locality.

Digital technologies were used to automatically measure and communicate the electricity consumption of 316 UK residents for a period of 16 weeks. Participants were randomly assigned to one of three experimental conditions: one involving no feedback; one involving feedback about a household's own usage, and one involving a household's own usage plus social norms feedback (the average consumption of others in the locality). At the end of the study, a selection of participants took part in interviews or focus groups.

Both types of feedback (individual and individual-plus-social-norms) led to reductions in consumption of about 3 per cent. Those receiving social norms feedback were significantly more likely to engage with the information provided. However, the social norms information had no additional impact on consumption. Survey and interview data confirmed that participants from both conditions had been encouraged to adopt new energy-saving practices. The study concludes that near real-time individual feedback can be sufficient for usage reduction if it is provided in a historical format. It also suggests that the impact of social norms information may previously have been confounded with that of individual feedback.

This is the first time that a controlled experiment in the field of domestic electricity consumption has compared the impact of real-time social norm information with that of information that only contains individual household usage.

The purpose of this paper is to examine the effects of trade liberalization on gender earning differentials and female labour force participation by considering the interaction between changes in relative wages, intra-household bargaining power and social norms.

A three-sector general equilibrium model is developed where female labour supply is determined as a collective household decision and depends on male and female wages and intra-household power distribution. On the other hand, the effect of power distribution on female labour supply depends on social norms.

Comparative static analysis shows that a tariff cut may reduce female labour force participation and widen gender earning inequality if (i) the agricultural sector is more male labour-intensive than the informal sector, and the marginal utility of the woman from household work is higher than that of the man or (ii) the agricultural sector is more female labour-intensive than the informal sector, and the marginal utility of the woman’s household work is higher to the man than the woman. Policies to raise the empowerment of women might lead to favourable labour market outcomes for women if the marginal utility of the woman’s household work is higher to the man than the woman irrespective of the factor intensity condition.

The results signify that the effect of trade liberalization hinges on both factor intensity conditions and the relative work preferences of women vis-à-vis men, which in turn is shaped by social norms.

The paper contributes to the scant theoretical literature on labour market consequences of trade liberalization by considering the gender equality implications of trade liberalization from a supply side perspective. The results of the model are used to explain the recent gendered labour market consequences in India in the aftermath of trade liberalization.

Understanding the drivers of corruption involvement is critical for the design of interventions aimed at reducing the incidence of corruption and easing the process of obtaining services. In many developing countries particularly in sub-Saharan Africa, traditional cultures dictate that women are responsible for performing physically demanding household chores such as fetching water, collecting and carrying firewood over long distances. This paper aims to examine the implications of these social norms on bribe involvements in sub-Saharan Africa.

This study uses micro-level data on bribe involvement across 20 sub-Saharan African countries. It also applies multiple estimation approaches to correct for differences in exposure to government officials, which then allows for estimating the gender differences in bribe involvement. Probit, Heckman selectivity and Lee bound estimation approaches are adopted for the purpose.

The author find that social norms impact bribe involvement of men and women in sub-Saharan Africa. Specifically, the author find lower involvement of men in bribery in sub-Saharan when household services, are at stake compared to other services. In effect the gender differences in bribe involvement, even though robust for other services that are not household related, disappears when household services are at stake. The author shed light on how social and cultural norms could impact bribery outcomes.

Findings from this study shows that inefficiencies in public utility delivery in sub-Sahran Africa can create antisocial behavior and that interventions geared toward improvement access to utility can reduced inequality in access to services.

This study uses the social relations framework to explore gender norms and relations surrounding banana production and banana bunchy top disease (BBTD) containment in six pilot communities in Cameroon and Nigeria. The objective of the study is to understand how gender norms and relations shape and influence access to information and benefit-sharing of productive resources among men and women banana farmers and implications for banana production recovery in the BBTD-affected regions and disease management.

Twelve, sex-disaggregated focus group discussions with 120 farmers (78 women and 42 men banana farmers) and 24 key informants were conducted. Data on banana production, access to and decision-making rights over productive resources and social and gender norms influencing adoption were collected. Data were analyzed using a systematic content analysis approach. Results show inequalities stemming from inherent gender and social norms related to access to and decision making over productive resources limiting especially women farmers’ ability to effectively engage in training programs that could lead to adoption of recommendations and technologies. Opportunities to effectively participate in training activities were influenced by gender norms related to household decision making, gender-based labor division and multiple household tasks.

Interventions and strategies to contain the spread of BBTD should consider gender-based constraints and opportunities embedded in the communities for optimal results. Social and gender differentiations that impede women should be addressed for inclusive participation. Failure to address harmful norms and gender differentiation in the underlying social structures will benefit one group of people in the community over another.