Theory of planned behavior to understand pro-environmental behavior among Universiti Malaya students

Due to industrialization and urbanization, the world is experiencing environmental degradation at an alarming rate. Irresponsible human behaviors have caused environmental concerns that are drastically affecting the natural ecosystem. To ensure a sustainable future for all, pro-environmental behavior should be practiced among university students to protect and conserve the environment. The objective of the study is to determine the key factors affecting pro-environmental behavior among Universiti Malaya (UM) students. A theoretical framework, theory of planned behavior (TPB), was introduced to examine whether environmental attitudes, subjective norms and perceived behavioral control have significant effects on intention and on pro-environmental behavior. Data collected from 394 respondents via online questionnaire was then examined using Statistical Package for the Social Sciences (SPSS). The results show that environmental attitude, subjective norm and perceived behavioral control have significant impact on the intention to adopt pro-environmental behavior among UM students. The results indicate that perceived behavioral control did not significantly influence pro-environmental behavior among UM students. The study also revealed that no significant difference was shown in gender and study background towards pro-environmental behavior. These findings assist higher education institutions in formulating polices, strategies and planning to enhance environmental behavior among the students. They also offer new insights and comprehensive information for researchers in conducting research related to environment behavior.