Applying the Theory of Planned Behavior to Explain Marketing Managers’ Perspectives on Sustainable Marketing

Abstract

ABSTRACT The article develops understanding of the factors that influence the sustainable marketing (SM) behavior of marketing managers in an emerging-country context, using the lens of the theory of planned behavior (TPB). Data were collected from 145 senior marketing managers from a range of industrial sectors in Bangladesh. The data were analyzed using partial least squares (PLS). The findings reveal that TPB is an adequate model for investigating marketing managers’ intentions and actual engagement in sustainable marketing. The structural paths indicate that attitude and subjective norms, other than perceived behavior control, positively affected intention to practice SM. Finally, future research and practical implications are suggested.