Perceived determinants for modifying littering behavior – a study testing the influence of perceived behavioral control, environmental factors and intention

Purpose The purpose of the paper is to empirically examine the impact of environmental factors and perceived behavioral control (PBC) in addition to the intention on modified littering behavior. Design/methodology/approach The present study followed a quantitative approach. The empirical data for the present study were drawn from 750 individuals across the states of Delhi and Punjab in India. The predictors of the antecedents of the modified behavior have been examined using confirmatory factor analysis in AMOS 21.0. The hypothesized relationships were tested using structural equation modeling. Findings The results of the current research found that the modified littering behavior was significantly influenced by intention, PBC and environmental factors. Among these predictor variables, environmental factors have been found influencing the modified littering behavior to the highest extent. Practical implications Considering the highest influence of environmental factors, social marketing interventions need to focus on cleaning the already littered areas, convenient placement of trash bins, regular cleanliness, sanitization and emptying of trash bins. Originality/value Looking at the uniqueness of the present study in the Indian context, this paper is the first to empirically examine the predictive ability of environmental factors and PBC in addition to the intention that may help close the intention–behavior gap.