Building an environmental communication from environmental intention and its determinants: case of Moroccan companies

Abstract

After presenting the various threats that the environment has recognised through different dates of sustainable development, a change of behaviour was deemed necessary by many researchers. Accordingly, it seems interesting to consider environmental communication as a matter of environmental responsibility. This study focuses on the behaviour of Moroccan companies' managers. Theoretically, the study is based on the theory of social psychology including the theory of planned behaviour of Ajzen (1991) to express the relationship between environmental intention and communication. Empirically, structural equations (PLS) method was chosen to analyse different causal relationships of the conceptual model. The results reveal that the environmental intention of Moroccan leaders is influenced mainly by subjective norms and perceived behavioural control of the latter, notably having an environmental intention leads to 56% to communicate on the environment.