DETERMINANTS OF PRO-ENVIRONMENTAL BEHAVIOUR AMONG STUDENTS

Abstract

This paper examines the determinants of pro-environmental behaviour among university students. It uses the theory of planned behaviour in determining the factors that lead to such behaviour. The determinants consist of environmental awareness, psychological factors (motivation, moral norms, perceived behavioural control and attitude), environmental knowledge and personality traits (agreeableness, extroversion, conscientiousness, neuroticism and openness to experience). Data was collected using convenience sampling through self-administered surveys and online forms distributed to 400 students in a public university in Malaysia. Data was subjected to construct validity and reliability analysis. The findings highlighted that motivation, agreeableness and perceived behavioural control were positively related to the practice of pro-environmental behaviour, whereas environmental awareness, moral norms, attitude and environmental knowledge were negatively related. Some personality traits, namely neuroticism, openness to experience, conscientiousness and extraversion, did not show any significant relationship with the practice of pro-environmental behaviour. This study provides a scope to improvise and incorporate environmental practices into the habits of students by aligning their goals with the universities’ dimensions, including curriculum, campus operation, research and outreach activities. The results could make an important contribution in establishing a sustained green culture through a new university paradigm.