Influencing Sustainable Behaviors on a College Campus
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Kelly, Caroline B
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Abstract
In recent years the term sustainability has gained increasing popularity as the environmental, social, and economic consequences of today's consumer oriented society are becoming harder to ignore. This research hopes to provide the necessary tools for universities stewards of sustainability to produce highly successful entrepreneurial employees who become upwardly mobile citizens who can effectively create change throughout their careers. Specifically this study will focus on the following research questions: what behavioral influences (attitudes, objective norms, perceived behavioral control) impact students' environmental sustainability intentions and ultimate actions, what types of value appeals, communications strategies (intrinsic versus extrinsic values) would be most effective in influencing students' environmental sustainability intentions and actions.
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Keywords
Sustainability, Behaviors, Theory of Planned Behavior, Behavioral Influences