Abstract
The current study attempted to understand factors influencing students’ pro-environmental intentions and behaviors in a developing nation, namely Iran. To do so, a theoretical research model was established by adding media use and environmental knowledge into the theory of planned behavior (TPB). Data were collected using a self-administered questionnaire survey from a sample of 327 Iranian students and analyzed with the help of partial least squares structural equation modeling (PLS-SEM). The results supported the applicability of including additional constructs in the TPB, as it has improved the predictive utility of the proposed model. The results indicated that perceived behavioral control, subjective norms, and environmental knowledge were positively associated with pro-environmental intentions. Furthermore, pro-environmental intentions, perceived behavioral control, and environmental knowledge were related to pro-environmental behaviors. Perceived behavioral control and environmental knowledge were also indirectly related to pro-environmental behaviors through pro-environmental intentions. Notably, media use was directly related to pro-environmental behaviors and indirectly related to pro-environmental intentions through perceived behavioral control and environmental knowledge. The theoretical and practical implications of the findings are highlighted.
Highlights
Published: 25 July 2021Increasing environmental destruction and degradation has resulted in numerous environmental health risks, reduction of biodiversity, and climate change [1]
Considering the importance and effect of environmental knowledge and media use in environmental protection, especially with regards to students, this study tries to develop a research framework to investigate the relationship between the variables of media use, environmental knowledge, and psychological variables and their effects on students’ pro-environmental intentions and behaviors, by adding these constructs to the theory of planned behavior (TPB) model while expanding the model and increasing its predictive power
Attitudes, subjective norms, perceived behavioral control (PBC), and environmental knowledge mediate the relationship between media use and pro-environmental intentions
Summary
Increasing environmental destruction and degradation has resulted in numerous environmental health risks, reduction of biodiversity, and climate change [1]. The PEBs of youngsters, especially university students, is of greater importance since they are the ones that have to bear the burden of the neglect of the past and present towards the environment [17] They are probably important individuals who acquire the technical and professional knowledge necessary to formulate and present appropriate solutions for changing environmental behavior [18]. Considering the importance and effect of environmental knowledge and media use in environmental protection, especially with regards to students, this study tries to develop a research framework to investigate the relationship between the variables of media use, environmental knowledge, and psychological variables (i.e., attitudes, subjective norms, and perceived behavioral control) and their effects on students’ pro-environmental intentions and behaviors, by adding these constructs to the TPB model while expanding the model and increasing its predictive power. The findings of this study can provide educators, policy makers of sustainable development, and governmental and non-governmental institutions involved with the environment with more insight and understanding of the environmental behaviors of the young generation and help them in developing more effective educational interventions
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