The Link between Social Responsibility Orientation, Motive Appeals, and Voting Intention: A Case of an Anti-littering Campaign

This study deals with public policy issues relating to an antilittering campaign. The objectives are: (1) determine the relationship between socially responsible consumption (SRC) orientation and voting intention with respect to a litter-related issue; (2) compare, under different manipulations of motive appeals (i.e., altruistic and utilitarian), resultant voting intention for a container deposit law; and (3) investigate the interaction between socially responsible orientation and motive appeals. The results tend to support the formulated hypotheses concerning the relationships of the aforementioned dependent and independent variables. The findings indicate that both socially responsible orientation and motive appeals are salient predictors of “social responsibility” behavioral intention.