{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,18]],"date-time":"2026-08-18T05:25:32Z","timestamp":1787030732060,"version":"build-2736575974"},"reference-count":206,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2026,8,18]],"date-time":"2026-08-18T00:00:00Z","timestamp":1787011200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Psychol."],"abstract":"<jats:sec>\n                    <jats:title>Objective<\/jats:title>\n                    <jats:p>Understanding low-carbon behavior remains a significant challenge due to the complexity of environmental decision-making and the persistent intention\u2013behavior gap. While the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) are among the most widely applied frameworks for explaining environmental behavior, studies increasingly integrate these theories to capture both rational and moral dimensions of decision-making. This study systematically reviews TPB\u2013NAM integration research to identify major research trends, theoretical integration approaches, and implications for understanding the psychological mechanisms underlying low-carbon behavior.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>A systematic review was conducted using 225 peer-reviewed articles retrieved from the Web of Science Core Collection. Bibliometric and content analysis techniques were employed using Bibliometrix, VOSviewer, and Scimago Graphica to examine publication trends, research hotspots, application contexts, dependent variables, and integration pathways between TPB and NAM.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>The findings reveal a substantial increase in TPB\u2013NAM integration studies since 2019, reflecting growing interest in environmentally responsible behavior. Sustainable consumption, waste management, and sustainable transportation emerged as the most frequently investigated contexts. Behavioral intention remained the dominant dependent variable, accounting for 85.4% of studies, whereas actual behavior received comparatively limited attention. Four major integration pathways were identified, namely awareness of consequences \u2192 attitude, subjective norm \u2192 personal norm, awareness of consequences \u2192 subjective norm, and social norm \u2192 personal norm. Furthermore, 62.0% of studies adopted a simple combination of TPB and NAM without establishing clear theoretical linkages between constructs.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusion<\/jats:title>\n                    <jats:p>The findings suggest that TPB and NAM represent complementary rather than competing perspectives for understanding environmental behavior. The identified integration pathways highlight the interaction of cognitive evaluation, social influence, and moral regulation in shaping low-carbon behavior. By synthesizing existing evidence, this review advances understanding of the psychological foundations of environmental behavior and provides directions for future research aimed at addressing the intention\u2013behavior gap and promoting sustainable behavioral change.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.3389\/fpsyg.2026.1894328","type":"journal-article","created":{"date-parts":[[2026,8,18]],"date-time":"2026-08-18T04:28:25Z","timestamp":1787027305000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":0,"title":["Rational decisions or moral obligations? A systematic review of TPB-NAM integration in understanding low-carbon behavior"],"prefix":"10.3389","volume":"17","author":[{"given":"Bing","family":"Wei","sequence":"first","affiliation":[{"name":"School of Management, Universiti Sains Malaysia","place":["Gelugor, Malaysia"]},{"name":"College of Food and Quality Engineering, Nanning University","place":["Nanning, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yudi","family":"Fernando","sequence":"additional","affiliation":[{"name":"Faculty of Industrial Management, Universiti Malaysia Pahang Al-Sultan Abdullah","place":["Gambang, Malaysia"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Peng","family":"Tian","sequence":"additional","affiliation":[{"name":"School of Management, Universiti Sains Malaysia","place":["Gelugor, Malaysia"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Hui-E","family":"Lu","sequence":"additional","affiliation":[{"name":"School of Management, Universiti Sains Malaysia","place":["Gelugor, Malaysia"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Thurasamy","family":"Ramayah","sequence":"additional","affiliation":[{"name":"School of Management, Universiti Sains Malaysia","place":["Gelugor, Malaysia"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Muhammad Shabir","family":"Shaharudin","sequence":"additional","affiliation":[{"name":"School of Management, Universiti Sains Malaysia","place":["Gelugor, Malaysia"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1965","published-online":{"date-parts":[[2026,8,18]]},"reference":[{"key":"B1","doi-asserted-by":"publisher","first-page":"2350","DOI":"10.3390\/su16062350","article-title":"Influencing the mechanism of tourists' choice of green transportation modes-a case study of Beijing, China","volume":"16","author":"Abdoulaye","year":"2024","journal-title":"Sustainability"},{"key":"B2","doi-asserted-by":"publisher","first-page":"5003","DOI":"10.1007\/s11192-024-05106-z","article-title":"The role of non-scientific factors vis-\u00e0-vis the quality of publications in determining their scholarly impact","volume":"129","author":"Abramo","year":"2024","journal-title":"Scientometrics"},{"key":"B3","doi-asserted-by":"publisher","first-page":"105155","DOI":"10.1016\/j.tourman.2025.105155","article-title":"Enhancing pro-environmental behavior in tourism: integrating attitudinal factors and Norm Activation Theory","volume":"109","author":"Abu Elsamen","year":"2025","journal-title":"Tour. 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