An analysis of the factors influencing pro-environmental behavioural intentions on climate change in the university community

Universities play an essential role in promoting economic prosperity, social welfare and environmental protection through education and research. However, discrepancies have been pointed out between what consumers express about their environmental concerns and their environmental behaviour is, thus posing a challenge for the effective adaptation and mitigation of climate change. The purpose of this study is to analyse the sequence ‘beliefs-attitudes-behaviours’ applying the Theory of Planned Behaviour to the context of the university community. To achieve this objective, the hypothesised relations are tested using Partial Least Squares structural equation modeling in a sample of 1991 responses from students and staff at nine Latin American universities. Results show that beliefs and attitudes positively influence intrinsic motivation towards participation in actions related to climate change, and this, together with attitude, influences the pro-environmental behaviour of the university community. Neither extrinsic motivations or individual pro-environmental behaviour do not influence conduct as a member of the community. Affiliation (student vs. employee) moderates some of these relationships. A series of implications for university administrators (e.g., actions oriented towards raising awareness, identification of suitable incentives) are inferred to promote the participation of the community members in pro-environmental actions.