the integration of the theory of planned behavior, altruism, and self-construal PDF
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UUnniivveerrssiittyy ooff KKeennttuucckkyy UUKKnnoowwlleeddggee University of Kentucky Doctoral Dissertations Graduate School 2006 TTHHEE IINNTTEEGGRRAATTIIOONN OOFF TTHHEE TTHHEEOORRYY OOFF PPLLAANNNNEEDD BBEEHHAAVVIIOORR,, AALLTTRRUUIISSMM,, AANNDD SSEELLFF--CCOONNSSTTRRUUAALL:: IIMMPPLLIICCAATTIIOONNSS FFOORR DDEESSIIGGNNIINNGG RREECCYYCCLLIINNGG CCAAMMPPAAIIGGNNSS IINN IINNDDIIVVIIDDUUAALLIISSTTIICC AANNDD CCOOLLLLEECCTTIIVVIISSTTIICC SSOOCCIIEETTIIEESS Rungrat Chaisamrej University of Kentucky, [email protected] RRiigghhtt cclliicckk ttoo ooppeenn aa ffeeeeddbbaacckk ffoorrmm iinn aa nneeww ttaabb ttoo lleett uuss kknnooww hhooww tthhiiss ddooccuummeenntt bbeenneefifittss yyoouu.. RReeccoommmmeennddeedd CCiittaattiioonn Chaisamrej, Rungrat, "THE INTEGRATION OF THE THEORY OF PLANNED BEHAVIOR, ALTRUISM, AND SELF-CONSTRUAL: IMPLICATIONS FOR DESIGNING RECYCLING CAMPAIGNS IN INDIVIDUALISTIC AND COLLECTIVISTIC SOCIETIES" (2006). University of Kentucky Doctoral Dissertations. 318. https://uknowledge.uky.edu/gradschool_diss/318 This Dissertation is brought to you for free and open access by the Graduate School at UKnowledge. It has been accepted for inclusion in University of Kentucky Doctoral Dissertations by an authorized administrator of UKnowledge. For more information, please contact [email protected]. ABSTRACT OF DISSERTATION Rungrat Chaisamrej The Graduate School University of Kentucky 2006 THE INTEGRATION OF THE THEORY OF PLANNED BEHAVIOR, ALTRUISM, AND SELF-CONSTRUAL: IMPLICATIONS FOR DESIGNING RECYCLING CAMPAIGNS IN INDIVIDUALISTIC AND COLLECTIVISTIC SOCIETIES __________________________________ ABSTRACT OF DISSERTATION __________________________________ A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in the College of Communications and Information Studies at the University of Kentucky By Rungrat Chaisamrej Lexington, Kentucky Director: Dr. Rick S. Zimmerman, Professor of Communication Lexington, Kentucky 2006 Copyright © Rungrat Chaisamrej 2006 ABSTRACT OF DISSERTATION THE INTEGRATION OF THE THEORY OF PLANNED BEHAVIOR, ALTRUISM, AND SELF-CONSTRUAL: IMPLICATIONS FOR DESIGNING RECYCLING CAMPAIGNS IN INDIVIDUALISTIC AND COLLECTIVISTIC SOCIETIES This study was an effort to uncover four major facts: (a) the predictive power of the proposed integrated model, which posits the influence of attitudes (ATT), subjective norms (SN), perceived behavior control (PBC), altruism, self-construal, and paper- recycling knowledge on behavioral intentions; (b) the moderating effects of individualism-collectivism (I-C) on the attitudes-intentions relationship and the subjective norms-intentions relationship; (c) the comparison of the predictive power of the TPB model and the proposed integrated model; and (d) the relationship between two intentions measures: behavioral intentions and implementation intentions. This cross-sectional research consisted of two phases: the TPB elicitation research and the main study. Participants were undergraduate students recruited from two major public universities in Thailand and the U.S. The sample size used in the main analysis comprised 417 respondents from Thailand (representing a collectivistic society) and 432 respondents from the U.S. (representing an individualistic society). Structural equation modeling (SEM) was employed to investigate the predictability of the TPB model and the integrated model. Multi-group SEM was implemented to examine the moderating effects of I-C. Correlation analysis was conducted to detect the relationship between the two intentions measures. The results yielded some significant findings enhancing our understanding of paper-recycling intentions of college students in the two countries. First, TPB determinants, especially PBC and SN, were potential predictors of paper recycling. Although ATT was not a successful antecedent of intentions in Thailand, it predicted intentions of U.S. participants. Second, altruism was a significant factor explaining ATT and PBC for both samples; it also directly influenced intentions. Third, two types of self- construal significantly and distinctively affected ATT and SN. Fourth, paper-recycling knowledge failed to predict either attitudes or intentions in either country. Fifth, although the ratio difference of the model χ2 and the R2 showed the TPB model to be slightly more powerful than the integrated model, and TPB was more parsimonious, the integrated model advances our understanding of additional psychosocial and cultural factors with regard to paper recycling. Finally, the significant correlation between the behavioral- intentions and the implementation-intentions measures were positive and relatively high. Findings can benefit communication campaigns targeting audiences in different cultures. KEYWORDS: Planned Behavior, Altruism, Self-Construal, Individualism-Collectivism, Recycling Campaigns Rungrat Chaisamrej May 2, 2006 THE INTEGRATION OF THE THEORY OF PLANNED BEHAVIOR, ALTRUISM, AND SELF-CONSTRUAL: IMPLICATIONS FOR DESIGNING RECYCLING CAMPAIGNS IN INDIVIDUALISTIC AND COLLECTIVISTIC SOCIETIES By Rungrat Chaisamrej Rick S. Zimmerman, Ph.D. Director of Dissertation Derek R. Lane, Ph.D. Director of Graduate Studies May 2, 2006 RULES OF THE USE OF DISSERTATIONS Unpublished dissertations submitted for the Doctor’s degree and deposited in the University of Kentucky Library are as a rule open for inspection, but are to be used only with due regard to the rights of the authors. Bibliographical references may be noted, but quotations or summaries of parts may be published only with the permission of the author, and with the usual scholarly acknowledgments. Extensive copying or publication of the dissertation in whole or in part also requires the consent of the Dean of the Graduate School of the University of Kentucky. A library that borrows this dissertation for use by its patrons is expected to secure the signature of each user. Name Date ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ DISSERTATION Rungrat Chaisamrej The Graduate School University of Kentucky 2006 THE INTEGRATION OF THE THEORY OF PLANNED BEHAVIOR, ALTRUISM, AND SELF-CONSTRUAL: IMPLICATIONS FOR DESIGNING RECYCLING CAMPAIGNS IN INDIVIDUALISTIC AND COLLECTIVISTIC SOCIETIES __________________________________ DISSERTATION __________________________________ A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in the College of Communications and Information Studies at the University of Kentucky By Rungrat Chaisamrej Lexington, Kentucky Director: Dr. Rick S. Zimmerman, Professor of Communication Lexington, Kentucky 2006 Copyright © Rungrat Chaisamrej 2006 To my parents, Lert Sirikijwattana and Patcharin Tantawanich, who instilled in me the value of education.
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