Exploring Factors Affecting Behavioral Desire Towards Behavioral And Sharing Intention Of Youths In Energy Saving Campaign

Abstract

Due to the rising impact of climate change, global environmental concerns have risen dramatically in recent years. Public opinion is now demanding that governments take meaningful action with deliberate social marketing emerging as a critical tool to support the United Nations Sustainable Development Goals, particularly responsible consumption and production and climate action as a result of the increased environmental consciousness among people. This study aims to segment and profile the young generation, which plays a more important role in taking part in global environmental protection action than older people. The investigation framework was designed on the theory of the Extended Model of Goal-Directed Behavior (EMGB), Elaboration Likelihood Model (ELM), and Norm Activation Model (NAM), which are used to determine psychographic and behavioral segmentation, specifically shedding the physical activity behavioral change. Purposive sampling was utilized in this quantitative study to gather data from a survey of 427 young Thai people who either participated in the Energy Saving Campaign or had particular expertise. As the results of structural equation modeling (SEM), frequency of past behavior, anticipated emotions, and goal desire have positive effects on behavioral desire towards behavioral intention. Conversely, the direct effect of personal norm positively influences behavioral intention and sharing intention. Furthermore, the direct effect of subjective norms, perceived behavioral control, and media credibility have a strong impact exclusively on sharing intention. The findings contribute to educational institutions, social marketers, and governments establish sustainable marketing strategies that are aligned with the SDGs. Campaigns that use appealing ideas, suitable media, and reputable influencers may effectively promote young people's values and sustain their participation in environmental action, resulting in a more sustainable future.