Abstract
Purpose- This study aims to provide an analytical framework that focuses on environmental knowledge as a mechanism through which social influence enhances pro-environmental behavior among university students. Design/Methodology- The research employed quantitative strategy, cross-sectional survey design, and systematic random sampling techniques to obtain data from a sample of 335 university students using a structured self-administered questionnaire. The study hypotheses were tested using Hayes Process Macro vs. 3.5 (Model 4). Findings- Results indicate that social influence strongly impacts students’ environmental knowledge, and both variables significantly predict pro-environmental behavior. Environmental knowledge was discovered to be the strongest predictor of pro-environmental behavior among students. Finally, results show that environmental knowledge mediates the relationship between social influence and pro-environmental behavior, revealing a complimentary mediation model superior to the direct effect model. Originality- These findings reveal that social influence and students’ environmental knowledge have a strong influence in cultivating students’ pro-environmental behavior. Furthermore, the complementary mediation model, which shows superior results than the direct effect model, contributes to the body of knowledge and offers new insights into theory and practice. Practical Implications- Environmental sustainability may be positioned as a social trend by government and business agencies, such as a promotional campaign, workshops, and training to demonstrate and raise awareness about environmental issues.
Highlights
The natural stability of our environment is being broken day by day due to the irresponsible environmental behavior of our society
As previously stated, the most significant impediment to the formation of proenvironmental behavior is a lack of knowledge (Donmez-Turan & Kiliclar, 2021; Geng et al 2017). It is on this premise, that the current study examines the role of environmental knowledge as a mechanism through which social influence can cultivate or enhance pro-environmental behavior in university students
Results from the analysis supported this hypothesis. These findings are in line with prior studies, which have indicated that consumers' behavior is frequently influenced by their social groups, and they would always want to associate with people who care about environmentally friendly products (Blose et al 2020; Geng et al 2017; Khalique et al 2020; Khare, 2019; Li & Wu, 2020; Thormann & Wicker, 2021)
Summary
The natural stability of our environment is being broken day by day due to the irresponsible environmental behavior of our society. The earth’s health is deteriorating too fast. Disasters caused by climate change seem to be on the rise (Tian et al 2020). According to Clark et al (2019), it is estimated that over 700,000 people die each year due to causes related to the country's unhealthy environmental conditions. The health implications of high mortality rates, especially among children, are disheartening and can no longer be dismissed as a minor problem (Amoah & Addoah, 2021). Environmental sustainability is a big concern in both developed and developing countries (Khalique et al 2020) which must be addressed immediately by all
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