Date of Award


Degree Type


Degree Name

Master of Business


School of Business


Faculty of Business and Public Management

First Advisor

Associate Professor Nadine Henley


The goal of this thesis was to inform a social marketing effort designed to increase environmentally friendly behaviours in an effort to ensure a more sustainable future. This study attempted to gain a better understanding of the discrepancy that exists between pro-environmental concerns and pro-environmental actions by exploring efficacy perceptions. Efficacy beliefs were compared for three groups of individuals: 1) environmentally active/members of an environmental group; 2) environmentally active/not members of an environmental group; 3) environmentally inactive and not members of an environmental group. Six focus groups were conducted and interviewees were recruited from the Earth Carers' organisation and the suburb of Subiaco in Western Australia. The results indicated that having confidence in one's ability to perform waste minimising activities (self-efficacy) and believing that one's own actions are effective in reducing waste (solution efficacy) were related to being environmentally active and belonging to a defined environmental group.