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The study was planned to examine the impact of subjective norms on the behavioural intentions of Thai e-banking users. Additionally, the study has also examined the mediating role of perceived usefulness of e-banking in the relationship between the subjective norms and e-banking adoption. The subjective norms construct in this study was decomposed into societal descriptive and injunctive norms, and personal descriptive and injunctive norms. It is clear from the literature review that highly inconsistent findings were reported between perceived usefulness and subjective norms because of the contradiction in the findings obtained by the researchers. This occurred may be because trivial attention was given to the relationship between subjective norm and perceived usefulness. In current research, it is argued that there are many advantages of e-banking adoption which includes mobility, convenience and 24-hour accessibility anywhere anytime with no physical limitation of location as required in old-styled e-commerce. For that reason, it is hypothesized that people who believe that these advantages would result in the improvement in their performance are expected to create a positive environment for technology adoption. In the latest quantitative research development, the partial least squares (PLS) path modelling is considered to be unsuitable in determining the validity of the model. For this purpose, a two-step process is implemented in current research. The results of the present study, argued that e-banking is adopted voluntarily and the existence of high social norms in collectivist culture greatly influences the potential adopters' attitude and behaviour by the opinions of their significant others particularly in Thai context.

Enabling and encouraging entrepreneurial activity has long been of interest to scholars and practitioners. Previous research is partly based on the theory of planned behavior. This research has consistently shown that personal attitudes and perceived behavioral control are correlated with entrepreneurial intentions. However, previous findings have found the relationship between subjective norms and entrepreneurial intentions to be inconsistent. This paper proposes a resolution to these discrepancies and tests these hypotheses in a university setting.

Using nearly 1,000 student survey responses, this paper uses an inter subject linear regression model to test elements of the theory of planned behavior that have been inconsistent in the literature.

This paper finds that personal attitudes and perceived behavioral control mediate or partially mediate the relationships between subjective norms and entrepreneurial intentions. Extension for theory development and practice are discussed.

While very insightful, this paper is limited by the use of a within-subjects survey research design and the inherent limitations with such research. Additionally, using college students as respondents limits the ability to generalize the results to any population outside similar college-age populations.

This paper provides a unique test of a set of controversial findings in research on the theory of planned behavior. Identifying unique mediators between social norms and entrepreneurial intentions expands this theory and provides fertile opportunities for future research.

This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.

By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis.

VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status.

The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed.

The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses.

This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.

Knowledge sharing is a key part of enterprise knowledge management, which helps to develop and use knowledge-related resources and ultimately achieve organizational goals. This study aims to theoretically discuss and empirically investigate the mechanism by which the intention to share knowledge is influenced by employees’ attitudes, social pressure and job characteristics.

Based on the theory of planned behavior, this study uses primary data collected from technology companies in the Yangtze River Delta region of China based on a longitudinal tracking research method of different variables at two different points in time. The data from 287 questionnaires were investigated by hierarchical regression analysis and processed with SPSS 21.0.

The findings suggest that attitudes toward knowledge sharing, perceived social norms and job autonomy positively affect knowledge-sharing intentions. Job autonomy plays a moderating role in the relationship between perceived social norms and knowledge-sharing intentions. Specifically, job autonomy positively moderates the effect of pro-sharing norms on knowledge-sharing intentions and negatively moderates the effects of subjective norms on knowledge-sharing intentions.

This study brings together employees’ and work-related characteristics to systematically explore the influence of employees’ personal evaluations of knowledge sharing. Additionally, by empirically distinguishing between subjective and pro-sharing norms, the study contributes to a better understanding of the antecedents of knowledge sharing and other voluntary behaviors at the individual level.

The rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important marketing communication tool, it has become overlooked how social media marketing activities (user-generated and firm-generated content) influence brand equity creation in the higher education sector. Drawing from social identity theory, this study identifies how higher education institutions develop customer-based brand equity using social media marketing and social brand engagement, taking cross-comparison between high and low subjective norms.

A survey was used to collect data from a sample of 936 undergraduates of private higher education institutions in Sri Lanka and Vietnam. These data were gathered using purposive sampling, and in testing the hypothesis and structure among the variables, structural equation modeling was used to determine the relationship between the study variables.

For the conceptual framework, the authors found that the structural equation model complies with the empirical data. The structural equation model shows that social brand engagement mediates the relationship between user-generated content, firm-generated content and brand equity. Further, the subjective norms were found to moderate the relationship between user-generated content, firm-generated content and social brand engagement, highlighting that the lower the subjective norms the higher the influence on social brand engagement as students receive low pressure and influence from external parties.

The study was conducted at private higher education institutes in Sri Lanka and Vietnam. Future research could benefit from the perceptions of undergraduates in public higher education institutes. Future researchers could widen the diversity of service settings in the sample and replicate this investigation to discover if the results are consistent across the whole services sector.

The current research contributes to the services marketing and branding literature in the higher education context. The paper presents the crucial elements in building brand equity for higher education institutes to fill the existing gaps in higher education branding literature. The findings of the current study provide strategies to improve the higher education sector.

Adopting the theory of planned behavior, this study attempts to investigate how subjective norms in the supply chain influence a firm's green innovation and how such influences are contingent upon the firm's internal and external factors (i.e. flexibility orientation and environmental dynamism). Two types of subjective norms are examined, i.e. injunctive norms (what supply chain partners say) and descriptive norms (what supply chain partners do).

Using survey data of 178 Chinese small and medium-sized manufacturers, we employ hierarchical linear regression to test the proposed hypotheses.

Our results indicate that both injunctive and descriptive norms are instrumental in stimulating firms to take actions on green innovation. Moreover, the flexibility orientation of a firm can strengthen the effect of descriptive norms. It is also observed that environmental dynamism weakens the efficacy of injunctive norms but strengthens that of descriptive norms on green innovation.

This study is among the first to apply the theory of planned behavior to explain the microfoundations of focal firm's green innovation and distinguish two types of subjective norms in the supply chain. In addition, it extends the theory of planned behavior by revealing internal and external contingent factors (i.e. flexibility orientation and environmental dynamism) of the relationship between subjective norms and firm behaviors.

This study aims to examine the antecedents of purchase intention toward energy efficient air conditioners by incorporating the theory of planned behavior (TPB) with two additional constructs, i.e. environmental concern and personal norms. TPB is one of the most widely used theoretical framework to study consumer behavior.

The study applied a quantitative technique using a survey method by distributing self-administered questionnaires among the Indian households who have purchased energy efficient air conditioners in the past six months or had enquired to do so. The study collected data from three select regions: Delhi and NCR, Punjab and Tri-city. The collected data of 424 respondents have been analyzed using confirmatory factor analysis and structural equation modeling.

The study posits that normative factors such as subjective norms and personal norms have a relatively higher influence on purchase intention. Despite the significant existence of environmental concern, the study did not find environmental concern directly influencing purchase intention.

The sample size of the study is too small and pertains to specific regions. Thus, it could hinder the generalizability of the results. Advertisement appeals should be related with enhancement of self-esteem in terms of making responsible and valuable contribution to environment protection through the purchase of energy efficient air conditioner.

There are a few studies in the Indian context studying consumer’s purchase intention toward energy efficient air conditioners to which this study adds. The study provides an important contribution to marketers in developing strategies for increasing purchase intention toward energy efficient air conditioners in view of their stage in the product life cycle, diffusion of product and influence of normative factors.

The purpose of this study is to explore the influence mechanism of new-generation construction workers (NGCWs)’ job satisfaction on the professionalization behavior in China, through theory of planned behavior (TPB), and find the key path to promote the professionalization behavior of China’s construction workers.

A theoretical model of influence mechanism was established through literature research and theoretical deduction based on TPB and structural equation model. The scale of variables was developed, and an empirical study was employed with a sample of 823 NGCWs in China.

The results indicate that job satisfaction can positively affect NGCWs' professionalization behavior. Subjective norm, attitude and perceived behavior control play mediating roles in the influence process. Job satisfaction is more likely to act on professionalization behavior through subjective norm and behavioral intention.

Research results sorely suggest a short-term law about the influence mechanism of NGCWs' job satisfaction on professionalization behavior through a questionnaire study from China’s construction industry. Future research ought to continue to use a longitudinal study to examine it over a considerable amount of time. The results also need to be verified using data from young construction workers in other nations.

This study provides a theoretical basis and feasible management reference for government and construction enterprises in China to promote NGCWs' professionalization behavior from the perspective of job satisfaction. Furthermore, the promotion of NGCWs' job satisfaction and professionalization behavior can do good to building industrialization, sustainable development and high-quality transformation of labor force in the construction industry.

This paper demonstrates the positive influence of job satisfaction on professionalization behavior of NGCWs and finds the most effective affecting path. It fills the research gap about the influence mechanism of job satisfaction on young construction workers' professionalization behavior and enriches the theoretical system of planned behavior of construction workers.

The escalating volume of electronic waste (e-waste) presents a significant environmental and health hazard, emphasizing the importance of promoting e-waste recycling. Therefore, this study aims to utilize a valence theory approach to comprehensively understand the factors influencing individuals' intention to recycle e-waste.

A survey-based research approach was employed to examine the factors influencing consumers' e-waste recycling intention. Data were collected through an online survey questionnaire from Malaysian individuals aged 18 and above. The hypotheses were tested using a sample of 300 respondents, employing partial least squares structural equation modeling as a symmetric analysis technique. Additionally, fuzzy-set Qualitative Comparative Analysis (fsQCA), an asymmetric analysis approach, was used to gain deeper insights. Non-probability purposive sampling was utilized in the sampling process.

The PLS-SEM analysis revealed that subjective norms and willingness to change significantly impact e-waste recycling intention. Furthermore, perceived convenience, environmental concerns and social media usage were found to support the intention to recycle e-waste. The fsQCA results enhanced the interpretation by uncovering intricate relationships among the antecedents and identifying specific configurations that accurately predict consumers' recycling intentions.

The practical implications of this study emphasize the need for policymakers and practitioners to raise awareness regarding the benefits of e-waste recycling, enhance convenience in the recycling process and strengthen personal and subjective norms to encourage individuals to recycle their e-waste.

This study's originality lies in its adoption of a valence theory framework to comprehend the intentions behind e-waste recycling, as well as its inclusion of control variables during the analysis. This unique approach enhances the understanding of factors influencing e-waste recycling intention and provides valuable insights for policymakers and practitioners in developing effective strategies to promote e-waste recycling behavior.

This study aims to show the factors that influence the intention of Generation Z Muslims to buy halal food products through ShopeeFood.

This study used quantitative methods. The analytical technique used is partial least square-structural equation modeling with 230 respondents as a sample of Generation Z Muslims in West Java, Indonesia. This research was conducted in June 2022 by distributing questionnaires via Google Forms and social media.

The results showed that perceived ease of use, perceived usefulness, attitudes, subjective norms, perceived behavioral control, religiosity and intention to buy halal food through ShopeeFood in Generation Z Muslims in West Java were in the high category. However, subjective norms and perceived behavioral control are the only ones that positively and significantly affect purchase intention.

ShopeeFood is expected to be able to identify and take advantage of the high level of intention of Generation Z Muslims to buy halal food through ShopeeFood. ShopeeFood can socialize and increase consumer attention that ShopeeFood is different from other online food delivery services. ShopeeFood can require merchants to display transparency in the composition of food products.

To the best of the authors’ knowledge, this study is perhaps the first study in the context of Generation Z Muslims in West Java, Indonesia, that deals with the perceived ease of use, perceived usefulness, attitudes, subjective norms, perceived behavioral control and religiosity on the intention to buy halal food through ShopeeFood. The study’s findings are essential in Islamic marketing and technological acceptance (ShopeeFood Apps).