Consumer adoption of No Junk Mail stickers: An extended planned behavior model assessing the respective role of store flyer attachment and perceived intrusiveness

• This study investigates consumer intentions to adopt a No Junk Mail sticker.
• The planned behavior theory is a valid framework for explaining this phenomenon.
• Store flyer attachment and intrusiveness are two additional intent drivers.
• A structural model including planned behavior and media variables is validated.
• A typology of store flyer consumers derived from the validated model is proposed.

Although store flyers play a crucial role in retailer communication, their environmental burden has raised a public debate, fostering No Junk Mail sticker adoption by a growing number of households. This study proposes and tests a planned behavior model of consumer intentions towards adopting a sticker that extends to the sticker adoption alternative (i.e., receiving store flyers) by introducing store flyer attachment and perceived intrusiveness as two potential intent determinants. While confirming the relevance of the extended model, the findings support a typology of store flyer consumers that enlighten retailers on possible shifts in their audience.