What motivates people to act in the community's interest when self-interest is an insufficient motivation?
In response, this paper proposes a model for predicting behavioral intentions that incorporates an individual's perceived threats to one's self and to one's community, perceived individual and community benefits/consequences of engaging in behaviors that will facilitate desired outcomes, and self-efficacy.
We test the model in three contexts related to environmental conservation and find substantial support for our model. Findings have implications for social marketing of environmental behaviors and may prove relevant when considering behavior supportive of other community-oriented issues such as public health, education, and transportation.
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