Influencing the Intention to Adopt Anti-Littering Behavior: An Approach With Modified TPB Model

Background: Littering has been identified as a major issue in India that has negative impacts on the environment as well as public health. Focus of the article: Guided by the Theory of Planned Behavior, this empirical study determines the influence of three major concepts namely attitude, subjective norms, and self-efficacy on the intention to adopt anti-littering behavior. Research Hypotheses: The hypotheses stipulate that attitude, subjective norms, and self-efficacy have a significant influence on the intention to perform anti-littering behavior. Methods: In total, 750 individuals were interviewed at 34 locations across the states of New Delhi and Punjab (India) in a field survey. The data have been analyzed through confirmatory factor analysis in AMOS 21.0 to classify the considerations of the antecedents of the intention according to their relative significance using the natural gaps in standardized regression weight values. Subsequently, path analysis has been used to test a series of hypotheses concerning the direct effects of attitude, subjective norms, and self-efficacy on the intention to adopt anti-littering behavior. Results: The findings of the study revealed that all three constructs; attitude, subjective norms, and self-efficacy have a significant influence on the intention to adopt anti-littering behavior. Subjective norms influence intention to the highest extent closely followed by attitude. Recommendations for Research/Practice: Social marketers are recommended to target subjective norms and attitude while designing social marketing interventions to promote anti-littering behavior. Limitations: One limitation of this study is the existing gap between self-reported behavioral intention and actual behavior.