Abstract
ABSTRACT Pro-environmental behaviour is worth researching to understand the relationship between consumer behaviours and environmentally friendly consumptions. This research aims to investigate the impact of citizen science on pro-environmental citizenship behaviour when environmental attitude, environmental knowledge, and environmental awareness intermediaries in an emerging market like Thailand. The sample of 394 Thai citizens was collected from main provinces in different regions of Thailand, including Bangkok, Khon Kaen, Lamphun, and Phuket. PLS-SEM was employed to test the study hypotheses by applying the structural equation modelling approach to analyse the collected data. The main findings show that there was a positive impact of citizen science on citizen environmental attitude, citizen environmental awareness, and citizen environmental knowledge towards pro-environmental citizenship behaviour. The study also reveals that these mediated relationships play a pivotal role in translating environmental consciousness into actionable behaviours that support sustainable use and consumption. Furthermore, increased citizen environmental awareness plays a crucial role in recognising the urgency and importance of engaging in sustainable practices. Awareness acts as a catalyst, prompting individuals to reflect on their consumption patterns and lifestyle choices, ultimately leading to more environmentally friendly behaviours. Marketers may implement it with green marketing strategies by increasing more favourable to sustainable products within consumers.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.