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This research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).

The current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.

The findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.

This study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.

This study aims to predict the behavior of donors to give to the health sector compared with other sectors in Shiraz city, South Iran, using the revised theory of planned behavior (TPB).

This was a descriptive-analytic cross-sectional study. A standard questionnaire, which comprising 32 items, was used to survey 277 donors affiliated with various charitable associations in the city of Shiraz, South of Iran, in 2018. Participants were selected using stratified sampling and simple random sampling techniques. The authors used a revised TPB, a general model to predict and explain behavior across various types of behaviors and predict behavior based on an individual’s attitudes and beliefs. This model was used to examine the influence of eight social-psychological variables (attitude, perceived behavioral control [PBC], subjective norm, descriptive norm, moral norm, past behavior, intention behavior, self-reported) on an individual’s intention to donate to health sector charity. Data was analyzed using SPSS software version 22.0.

The score of all constructs of TPB in the health sector was significantly higher than in the non-health sector (P < 0.001), except for the PBC. This indicates that it does not influence the donors’ behavioral intention in selecting of charitable activity domains (e.g. health and non-health). The constructs of the moral norm, descriptive norm and past behavior in the health sector donors; and the constructs of attitude, moral norms and the variables of the annual income, and work experience in the non-health sector donors were identified as significant predictors of donors’ intention behavior. Moreover, attitude, moral norm, descriptive norm, past behavior, male gender and the annual income were the significant predictors of donors’ intention to give to health charity initiatives.

One of the most important mechanisms to compensate for the shortage of resources of the health system is the use of donors’ participation capacity. However, different donors act differently in selecting charitable activity domains, including the health sector and non-health sector (e.g. school-building donors’ association, house-building donors’ association, city-building donors’ association, library-building donors’ association, etc.). To attract donors’ participation in the health sector, some interventions to change the behavioral intention of donors towards the health sector through constructs of TPB should be taken.

The purpose of this paper is to combine the theory of planned behavior variables with norm activation model to predict the behavioral intention to build eco-friendly houses among adult house owners of Kerala. It was hypothesized that the moral obligation will mediate the relationship of both attitude and subjective norm toward the intention to build eco-friendly houses.

Data were collected from 269 adult house owners from Kerala with the help of structured questionnaires. Attitude toward eco-friendly houses was measured using semantic differential scale, subjective norm was measured using items adapted from Ajzen and Jansson and Dorrepaal, personal norm was measured using 7 items adapted from Jansson and Dorrepaal and behavioral intention to build eco-friendly house was measured using 14-item measures which probed the various characteristics of eco-friendly buildings. Data were analyzed using mediation analysis with the help of PROCESS macro plug-in of IBM SPSS.

The study revealed that the relationship between subjective norm and behavioral intention to construct eco-friendly houses was fully mediated by personal norm, and the relationship between attitude and behavioral intention was partially mediated by personal norm.

Eco-friendly houses or sustainable architecture is the requirement of the time. Psychology can play a major role in increasing the choice to opt an eco-friendly alternative. The present study tries to develop a green marketing strategy by understanding the influential psychological variables. The study points to the importance of personal moral obligation of the people in the choice of the eco-friendly houses. The study is limited in itself because it failed to consider any situational factors that may be influential in the intention to build an eco-friendly house.

Considering the immediacy and potency of global climate change and the role green architecture can play to reduce the impact of the blow, eco-friendly architecture is inevitable. Many psychological studies have been instrumental in shaping and changing individual behaviors. Considering these facts the present study aims to identify the role of psychological variables in determining the intention to build eco-friendly houses. This study will help in identifying the relevant personal variables that can promote eco-friendly construction.

This paper has a twofold objective: (1) to examine how trust and distrust mediate the relationship between corporate social responsibility (CSR) and irresponsibility (CSI) perceptions and word of mouth recommendations; and (2) to show that moral norms moderate this mediating relationship.

Two experimental studies test the proposed model. Study 1 performs a single-factor experiment with three levels of corporate social responsibility (positive, neutral, negative) to test the mediation hypothesis (N = 180, 66% females, mean age = 22.3). Study 2 validates the mediation findings and examines the role of moral norms as moderators (N = 240, 50% females, mean age = 39.5).

Study 1 reveals that trust in the company partially mediates the effects of CSR on word of mouth (WOM) recommendations. Study 2 shows that consumers who adhere to higher moral standards follow distinct paths to negative WOM. Specifically, these consumers tend to spread negative comments when they expect the firm to behave irresponsibly. When unsure about future corporate behaviour, they are less likely to spread negative WOM.

This is the first study, to the authors' knowledge, to demonstrate how moral norms shape the effects of distrust in the corporate culprit on word of mouth recommendations. Accordingly, this research proves that conceptualising trust and distrust as separate constructs is useful in explaining consumer reactions to corporate social irresponsibility.

The purpose of the study is twofold. First, it aims to analyse the impact of green human resource management (GHRM) on green employee creativity. Second, it further explores the mediating role of personal moral norms between GHRM and green employee creativity.

Through multi-source and multi-level analysis, data was collected from 46 managers and 315 employees to investigate the role of personal moral norms in GHRM and green employee creativity. For data analysis, multi-level structural equation modelling was applied using Mplus software version 8.6.

Positive and significant effects were observed between GHRM, personal moral norms and green employee creativity. However, personal moral norms partially mediated the relationship between GHRM and green employee creativity.

The study is first in itself to explore the interplay between the variables in a multi-level manner. The present study aims at addressing the urgent call by the United Nations regarding Sustainable Development Goals (SDGs) for three key SDGs, focussing on decent work and economic growth (SDG 8), boosting industry, innovation and infrastructure (SDG 9) and supporting climate action (SDG 12).

This study aims to investigate external auditors’ whistleblowing intentions by applying the moderated multicomponent of the theory of planned behaviour (TPB), incorporating perceived organizational support (POS) and provides insights on the moderating effect of moral norm on the relationship between attitude and internal whistleblowing intentions.

Data was gathered using a questionnaire survey involving 274 external auditors in Malaysia and the data was analyzed using SmartPLS 3.2.9.

The results show that there are positive relationships between perceived behavioural control and POS with whistleblowing intentions, but there is no evidence to support the hypotheses related to attitude and subjective norm. The findings provide partial support for the capability of the multicomponent model of TPB in examining whistleblowing intentions. The results further show that moral norm moderates the relationship between attitude and whistleblowing intentions.

The findings can assist accounting professional bodies and policy makers in formulating strategies to enhance the practice and, consequently, the benefits of whistleblowing. The findings are also valuable to managers of audit firms in strategizing for ways to enhance whistleblowing intentions to encourage the audit staffs to report any wrongdoings done by their colleagues.

This study provides the perspective of whistleblowing intentions of external auditors in the institutional setting of an emerging market, Malaysia. Further, this study extends the TPB model in whistleblowing studies by applying a higher-order construct, incorporating POS as an additional determinant of whistleblowing intentions and considering moral norm as moderating the relationship between attitude and whistleblowing intentions.

Plastic pollution is a widespread problem around the world. However, the problem is more severe and ever increasing in developing countries. The literature suggests that the majority of the work and the solutions that have been proposed to address plastic littering have been undertaken in developed countries. Thus, there is a need to explore the problem in developing countries to better understand the issue and to develop context-specific solutions. We explored the norms perspective using ‘The Focus Theory of Normative Conduct’, individual ethical position and place attachment factors. Interviews were conducted in Pakistan with 16 people who were recently at a beach at which there was a large amount of plastic litter. Results showed that people are influenced by the pro-littering social norms of their friends and neighbours. However, people with strong anti-littering personal norms are not influenced by pro-littering social norms. We also found that people have varying moral position, and their lack of attachment with the public place also influences their littering behaviour. Moreover, people believe that other people litter due to lack of education and awareness, lack of garbage bins and a general level of carelessness. Future research needs to focus on activating an individual's idealist moral position and an individuals' attachment with the place to enhance the activation of anti-littering personal norms which will help reduce littering behaviour. Further still, government needs to set up campaigns at public places to create awareness among people about the impact of littering, and government also needs to improve the effectiveness and efficiency of waste management. Businesses can also play a role by providing waste bins which may be used as a source of promoting their support for reducing litter.

This paper aims to examine how social and moral salience influences the activation/deactivation of consumer motives and how this in turn affects costly pro-environmental consumer behavior.

In two experiments involving real purchases, it was tested whether social salience (private vs public choice) and moral salience (recall of neutral vs immoral action) lead to the activation of normative motives, and/or the deactivation of economic motives, and whether this facilitated the purchase of a costlier green product.

Participants were motivated by both economic and normative motives, and they actively made trade-offs between these motives as the choice environment changed. Green consumption was positively influenced by social and moral salience but only when both salience conditions were present simultaneously. However, salience did not lead to the activation of normative motives, as was expected, but to a deactivation of the motive to save money. This may suggest that while the importance of norms was not altered by salience, the perceived value of the green option likely changed in such a way that participants became more inclined to choose the costlier green option.

The present research sheds light on how and why social and moral salience influences green consumption. It was demonstrated that social and moral salience influences the tendency to purchase costlier green products, however, only when both are combined. Also, the effects of social and moral salience may not rely on the activation of facilitating social and moral motives but rather on the deactivation of conflicting economic motives.

This paper aims to develop an integrated framework for a deeper understanding of employee sustainable behaviors in the workplace by using theories, such as behavioral reasoning theory, planned-behavior theory, goal-directed behavior theory, norm activation theory and belief-value-norm theory.

A quantitative approach is used in the present research. This study used data from 343 employees who are from the hospitality and tourism industry to investigate the formation of employees’ sustainable behaviors.

The research framework assumes that the reasons for sustainable behavior and the reasons against sustainable behavior predict global motives, which comprise attitude, subjective norm and behavioral control, and moral norm mediates the relationship between global motives, positive and negative anticipated emotions and behavioral intention. The hypothesized theoretical model had a sufficient degree of total variance with the behavioral intention and generally verified the hypothesized relationships, which served as a basis for modeling employee sustainable behavior in the workplace.

This study integrated a framework that contributes to employee sustainable behavior in the tourism and hospitality industry by identifying the effects of motivational process, moral process and emotional process to perform sustainable behavior.

This study aims to explore and comprehend the reasons behind individual investors’ intention towards socially responsible investment (SRI) in the Indian stock market along with examining the validity of the theory of reasoned action (TRA) model to predict such phenomenon in the Indian context.

The TRA has been used as an underlying framework and has been extended by adding four variables, namely, moral norms, environmental concern, financial literacy and financial performance. The study used a self-administered questionnaire and adopted a convenience sampling method for a survey to collect the data from the individual investors from the capital cities of three states of India. Further, the collected data have been analysed using two-step structural equation modelling.

Results of this study indicate a significant impact of attitude, subjective norms, moral norms, financial literacy and financial performance on investors’ intention towards SRI; however, no significant relation was found between environmental concern and investors’ SRI intention. The multiple squared correlation (R²) shows that the final model could explain 71% of the variance in investors’ intention towards SRI, which signifies a successful implementation of TRA model along with new additions to predict investors’ decision-making behaviour for SRI. Moreover, investors are found to be highly concerned primarily about their financial goals and then for their personal obligation towards society as far as SRI is concerned.

This study reports significant and prominent importance of subjective norms in SRI which could be a strategic theme for the government and the policymakers to influence investors through their opinion leaders to promote SRI. The government should also increase its efforts to facilitate financial literacy among citizens.

Using the TRA model and four variables, namely, moral norms, environmental concern, financial literacy and financial performance addition to its original variables, this study extends the understandings of SRI which is perhaps the novelty of this paper because such examination of SRI has not been conducted, especially in the case of developing countries such as India.