Abstract
This study has adopted and refined Ajzen’s theory of planned behavior, theory of reasoned action, and the value–belief–norm theory by Stern et al. to investigate the effects of normative beliefs, attitudes, and social norms on pro-environmental behavioral intentions. A total of 391 valid responses were collected from visitors to a theme park in Taiwan. A structure equation analysis indicated that the overall fit of the proposed model was supported. It was also found that both attitudes and social norms had positive and significant influence on waste reduction. While the results did not reveal any direct relation between normative beliefs and behavioral intentions, normative beliefs had positive direct influence on social norms and attitudes, which in turn had an impact on behavioral intentions. The findings provided further insights about pro-environmental behavioral intentions from an Asia perspective and highlighted important implications for environmental policies and education to reduce waste.
Highlights
Increasing environmental problems have posed a significant threat to environmental sustainability and this has prompted key stakeholders to invest substantial efforts to enhance environmental behavior, which can be broadly defined as the types of behavior that seek to change the availability of materials or energy from the environment [1]
We further examined the correlation through the independent-sample t test, based on gender, and one-way ANOVA between other demographic variables associated with normative belief, social norms, attitudes, and behavioral intentions
We have investigated the influence of normative beliefs, social norms, and attitudes towards behavioral intentions, in relation to the reusable tableware at a theme park in Taiwan
Summary
Increasing environmental problems have posed a significant threat to environmental sustainability and this has prompted key stakeholders (e.g., policy makers, businesses, and consumers) to invest substantial efforts to enhance environmental behavior, which can be broadly defined as the types of behavior that seek to change the availability of materials or energy from the environment [1]. Empirical analysis of the literature suggests that while studies [2,16] have been conducted, mainly in Western countries (such as countries in Europe as well as the United States), to explore the impact of beliefs, attitudes and subjective norms on pro-environmental behavior, but there is limited evidence of such investigation from an Asia perspective. Such an understanding is important since there has been significant economic growth in Asia in recent years that resulted in increasing environmental problems. These will be followed by the conclusions drawn from the research together with the implications and suggestions for future research on the role of waste reduction in the social construction
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