WHAT DRIVES GREEN ACTIONS? DETERMINANTS OF PRO-ENVIRONMENTAL BEHAVIOUR AMONG MALAYSIAN PUBLIC IN SOUTHERN REGION
DOI:
https://doi.org/10.55197/qjssh.v7i3.1250Keywords:
theory of planned behaviour, pro-environmental behaviour, Malaysian public, Southern region, regression analysisAbstract
The existence of various environmental issues, including pollution, the exploitation of natural resources, and even society's attitude in Malaysia in recent times, has attracted the attention of various parties. The objective of this study is to identify the influence of dimensions, namely attitude, subjective norms, perceived behavioural control, environmental value, and environmental knowledge, on the practice of pro-environmental behaviour. The study data were collected quantitatively via a questionnaire distributed to 200 respondents in the Southern region of Malaysia, selected using cluster and convenience sampling. This study examined the relationships among variables using Pearson correlation and multiple regression analyses. The findings indicate strong and significant correlations among attitude, subjective norms, perceived behavioural control, environmental value, environmental knowledge, and pro-environmental behaviour. The regression revealed that environmental knowledge is the most significant predictor. To foster sustainable generations in the future, the application of values, attitudes, and knowledge of environmental care needs to be introduced at an early stage through formal and informal programmes and education.
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