Models for Predicting Behaviour in Social Marketing...

Hello everybody,

I am working on a research in which I am trying to identify the most effective themes for fostering energy saving behaviour with students. Students will be exposed to advertisements conveying different message themes and later asked about perceived effectiveness of the ads/their behavioural intentions; still, I need a suitable theoretical framework for predicting their behavioral intentions. So far I am considering using of Fishbein's behavioral model or Protection motivation theory. Do you have any other recommendations? I would be most grateful if you could point out or suggest other models for predicting behaviour, which are commonly used in social marketing or which you consider to be suitable for the above mentioned research. Thank you in advance!

Best regards,
Jernej