What strongly influences or determines pro-environmental behaviour (PEB) is a question of great curiosity across the globe. Solution to this research question has important implications for researchers, strategic planners and public policy makers. Multidisciplinary research seems necessary to answer this complex question identifying variables that influence PEB at individual level. In light of recent work on environmental paradigms, the currents study attempts to explore and identify the relevant factors that contribute to PEB significantly. To achieve the stated objective, an in-depth literature review and qualitative analysis was carried out. A questionnaire was developed to measure the PEB construct and its determinants. Next, a pilot study was conducted to assess the reliability of the questionnaire. Following this, exploratory factor analysis was conducted to identify the major determinants. Construct validation using exploratory factor analysis showed an interpretable latent structure consisting of determinants of PEB. Results indicate that PEB comprises of nine dimensions viz., behavioural intention, attitude, personal moral norms, subjective norms, situational factors, perceived behavioural control, societal concern, internal attribution and perceived consequences. Finally, the study integrates the internal and external determinants in an understanding framework to predict different types of PEBs. The results of the study provide insights for researchers, strategic planners and policymakers to help more people behave in environmentally responsible ways. On the theoretical side, the results of the study provide additional empirical evidence to researchers, a reliable scale to measure PEBs and a novel framework for predicting PEBs.
Shankar Murthy, National Institute of Industrial Engineering, India
Manoj Govind Kharat, National Institute of Industrial Engineering, India
Stream: Environmental Sustainability & Human Consumption: Waste
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