Investigating pro-environmental behaviors of well-educated people in Thailand

Abstract

PurposeThe purpose of this paper is to explore the environmental behaviors of well-educated people in Thailand. Determinants of individuals’ involvement in pro-environmental behaviors (PEBs) are evaluated.Design/methodology/approachAn exploratory model was created to investigate the relationship between PEBs and potential predictors that were selected based on the purposes of environmental risk communication and environmental education improvements. Those factors included dispositional, attitudinal, motivational, environmental knowledge, and psychosocial characteristics. Questionnaire surveys with well-educated people (n=810), that is those holding an educational qualification that ranged from a senior high school degree to a doctoral degree, were conducted. Multiple regression analysis was performed to justify the proposed relationship.FindingsThe result revealed that PEBs of well-educated people could be greatly predicted by an individual’s sense of obligation, perceived probability of receiving impacts from environmental problems, outcome expectancy from environmental behaviors, and environmental knowledge related to environmental phenomena and appropriate environmental actions; whereas, an individual’s environmental worldview and life satisfaction were less significant. Moreover, most of psychosocial variables were not significant predictors.Originality/valueFactors determining well-educated people’s engagement in PEBs were evaluated. The results of the investigation provided the implications for environmental risk communication and environmental education improvements.