Abstract
This study delves into the interplay between social influence and environmental understanding, shaping pro-environmental behavior from an environmental psychology perspective. Conducted through a cross-sectional survey with 271 participants in Cambodia, the research employs structural equation modeling to quantitatively analyze relationships. Results demonstrate the significant predictive role of both social influence and environmental awareness in pro-environmental behavior, supporting the value-belief-norm theory. Notably, social norms strongly influence personal norms, driving pro-environmental actions. Also, heightened environmental awareness increases recognition of consequences and responsibility, encouraging pro-environmental behavior. These findings highlight socio-cultural and environmental consciousness aspects in nurturing sustainability. While acknowledging cultural context and self-reported measures, this study lays a foundation for future research and informs policies to promote pro-environmental behavior. It suggests leveraging environmental awareness and social norms as effective strategies for sustainable practices.
Similar content being viewed by others
Data availability
Data will be available on request.
References
Abreu M, Mendes V (2012) Information, overconfidence and trading: do the sources of information matter? J Econ Psychol 33(4):868–881. https://doi.org/10.1016/j.joep.2012.04.003
Afsar B, Badir Y, Kiani US (2016) Linking spiritual leadership and employee pro-environmental behavior: the influence of workplace spirituality, intrinsic motivation, and environmental passion. J Environ Psychol 45:79–88. https://doi.org/10.1016/j.jenvp.2015.11.011
Ahmad S, Islam T, Sadiq M, Kaleem A (2021) Promoting green behavior through ethical leadership: a model of green human resource management and environmental knowledge. Leadersh Org Dev J 42(4):531–547. https://doi.org/10.1108/LODJ-01-2020-0024
Al Mamun A, Hayat N, Mohiuddin M, Salameh AA, Ali MH, Zainol NR (2022) Modelling the significance of value-belief-norm theory in predicting workplace energy conservation behaviour. Front Energy Res 10:940595
Alhosseini Almodarresi SM, Tabataba’i-Nasab SM, Bagheri Garabollagh H, Mohammadi F (2019) Does citizenship behavior have a role in changing attitude toward green products? Int J Manag Sci Eng Manag 14(4):284–292. https://doi.org/10.1080/17509653.2018.1563874
Ali M, Puah C-H, Ayob N, Raza SA (2020) Factors influencing tourist’s satisfaction, loyalty and word of mouth in selection of local foods in Pakistan. Br Food J 122(6):2021–2043
Amoah A, Addoah T (2021) Does environmental knowledge drive pro-environmental behaviour in developing countries? Evidence from households in Ghana. Environ Dev Sustain 23(2):2719–2738. https://doi.org/10.1007/s10668-020-00698-x
Blose JE, Mack RW, Pitts RE, Xie HY (2020) Exploring Young U.S. and Chinese consumers’ motivations to recycle. J Int Consum Mark 32(1):33–46. https://doi.org/10.1080/08961530.2019.1618776
Boeve-de Pauw J, Van Hoof J, Van Petegem P (2019) Effective field trips in nature: the interplay between novelty and learning. J Biol Educ 53(1):21–33. https://doi.org/10.1080/00219266.2017.1418760
Bryman A (2016) Social research methods. Oxford University Press
Castro I, Roldán JL (2013) A mediation model between dimensions of social capital. Int Bus Rev 22(6):1034–1050
Chekima B, Chekima S, Syed Khalid Wafa SAW, Igau OA, Sondoh SL (2016) Sustainable consumption: the effects of knowledge, cultural values, environmental advertising, and demographics. Int J Sustain Dev World Ecol 23(2):210–220. https://doi.org/10.1080/13504509.2015.1114043
Chen YS, Tien WP, Lee YI, Tsai ML (2016) Greenwash and green brand equity. In 2016 Portland International Conference on Management of Engineering and Technology (PICMET) pp 1797–1803
Chuang F, Manley E, Petersen A (2020) The role of worldviews in the governance of sustainable mobility. Proc Natl Acad Sci 117(8):4034. https://doi.org/10.1073/pnas.1916936117
Cialdini RB, Goldstein NJ (2004) Social influence: compliance and conformity. Annu Rev Psychol 55:591–621
Clark RA, Haytko DL, Hermans CM, Simmers CS (2019) Social influence on green consumerism: country and gender comparisons between China and the United States. J Int Consum Mark 31(3):177–190. https://doi.org/10.1080/08961530.2018.1527740
Cui L, Wang Y, Chen W, Wen W, Han MS (2021) Predicting determinants of consumers’ purchase motivation for electric vehicles: an application of Maslow’s hierarchy of needs model. Energy Policy 151:112167. https://doi.org/10.1016/j.enpol.2021.112167
Di Martino J, Nanere MG, Dsouza C (2019) The effect of pro-environmental attitudes and eco-labelling information on green purchasing decisions in Australia. J Nonprofit Public Sect Mark 31(2):201–225. https://doi.org/10.1080/10495142.2019.1589621
Dresner M, Handelman C, Braun S, Rollwagen-Bollens G (2015) Environmental identity, pro-environmental behaviors, and civic engagement of volunteer stewards in Portland area parks. Environ Educ Res 21(7):991–1010. https://doi.org/10.1080/13504622.2014.964188
Dunning D, Johnson K, Ehrlinger J, Kruger J (2003) Why people fail to recognize their own incompetence. Curr Dir Psychol Sci 12(3):83–87
Falk RF, Miller NB (1992) A primer for soft modeling. University of Akron Press
Farrow K, Grolleau G, Ibanez L (2017) Social norms and pro-environmental behavior: a review of the evidence. Ecol Econ 140:1–13. https://doi.org/10.1016/j.ecolecon.2017.04.017
Fornell C, Larcker DF (1981) Structural equation models with unobservable variables and measurement error: algebra and statistics. J Mark Res 18(3):382–388
Gallardo-Vázquez D, Sánchez-Hernández MI (2014) Structural analysis of the strategic orientation to environmental protection in SMEs. BRQ Bus Res Q 17(2):115–128
Geiger SM, Geiger M, Wilhelm O (2019) Environment-specific vs. general knowledge and their role in pro-environmental behavior. Front Psychol 10:718
Geng D, Liu J, Zhu Q (2017) Motivating sustainable consumption among Chinese adolescents: an empirical examination. J Clean Prod 141:315–322. https://doi.org/10.1016/j.jclepro.2016.09.113
Ghazali EM, Nguyen B, Mutum DS, Yap S-F (2019) Pro-environmental behaviours and value-belief-norm theory: assessing unobserved heterogeneity of two ethnic groups. Sustainability 11(12):3237 (https://www.mdpi.com/2071-1050/11/12/3237)
Goyal M, Goyal RK (2021) Confirming antecedents of green consumption intention: a sustainable model for food aggregators. IETE J Res 67(5):634–645. https://doi.org/10.1080/03772063.2021.1906336
Hair JF, Ringle CM, Sarstedt M (2011) PLS-SEM: indeed a silver bullet. J Mark Theor Pract 19(2):139–152
Hair JF, Hult GTM, Ringle C, Sarstedt M (2016) A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications
Hair JF, Black WC, Babin BJ, Anderson RE (2019) Multivariate data analysis (8 ed.). Cengage Learning
Hair JF, Hult GTM, Ringle C, Sarstedt M (2013) A primer on partial least squares structural equation modeling (PLS-SEM) (1 ed.) Sage, Thousand Oaks
Han R, Xu J (2020) A comparative study of the role of interpersonal communication, traditional media and social media in pro-environmental behavior: a China-based study. Int J Environ Res Public Health 17(6):1883. (https://www.mdpi.com/1660-4601/17/6/1883)
Henseler J (2018) Partial least squares path modeling: Quo vadis? Qual Quant 52(1):1–8
Henseler J, Ringle CM, Sarstedt M (2015) A new criterion for assessing discriminant validity in variance-based structural equation modeling. J Acad Mark Sci 43(1):115–135
Henseler J, Hubona G, Ray PA (2016) Using PLS path modeling in new technology research: updated guidelines. Ind Manag Data Syst 116(1):2–20
Henseler J, Ringle CM, Sinkovics RR (2009) The use of partial least squares path modeling in international marketing. In New challenges to international marketing. Emerald Group Publishing Limited
Hong H, Kubik JD, Stein JC (2004) Social interaction and stock-market participation. J Finance 59(1):137–163. https://doi.org/10.1111/j.1540-6261.2004.00629.x
Hu L-T, Bentler PM (1998) Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychol Methods 3(4):424
Hu LT, Bentler PM (1999) Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Struct Equ Model: Multidiscip J 6(1):1–55
Jung N, Kim Y, de Zúñiga HG (2011) The mediating role of knowledge and efficacy in the effects of communication on political participation. Mass Commun Soc 14(4):407–430. https://doi.org/10.1080/15205436.2010.496135
Kara E, Kirpik G, Kaya A (2022) A research on digital violence in social media. In Handbook of Research on Digital Violence and Discrimination Studies. IGI Global
Kenny DA (2020) Measuring Model Fit. Retrieved December 25, 2021 from http://davidakenny.net/cm/fit.htm
Khalique M, Iftikhar S, Bin Yaacob MR, Tahir A (2020) Antecedents and mediating role of green buying behavior. Market Forces 15(2):22–22
Khare A (2019) Green apparel buying: role of past behavior, knowledge and peer influence in the assessment of green apparel perceived benefits. J Int Consum Mark 1–17. https://doi.org/10.1080/08961530.2019.1635553
Kim YD, Nam C, LaPlaca AM (2021) Marketing and communicating sustainability through college athletics: the effects of pro-environmental initiatives on the belief-attitude-intention hierarchy. J Mark Higher Educ 1–21. https://doi.org/10.1080/08841241.2021.1892897
Kollmuss A, Agyeman J (2002) Mind the gap: why do people act environmentally and what are the barriers to pro-environmental behavior? Environ Educ Res 8(3):239–260
Kühn T, Bobeth S (2022) Linking environmental psychology and critical social psychology: theoretical considerations toward a comprehensive research agenda. Front Psychol 13:947243
Lee S (2011) Consumers’ value, environmental consciousness, and willingness to pay more toward green apparel products. J Glob Fash Market 2(3):161–169. https://doi.org/10.1080/20932685.2011.10593094
Leonidou CN, Skarmeas D (2017) Gray shades of green: causes and consequences of green skepticism. J Bus Ethics 144(2):401–415. https://doi.org/10.1007/s10551-015-2829-4
Liobikienė G, Poškus MS (2019) The importance of environmental knowledge for private and public sphere pro-environmental behavior: modifying the value-belief-norm theory. Sustainability 11(12):3324. (https://www.mdpi.com/2071-1050/11/12/3324)
Matthies E, Selge S, Klöckner CA (2012) The role of parental behaviour for the development of behaviour specific environmental norms – the example of recycling and re-use behaviour. J Environ Psychol 32(3):277–284. https://doi.org/10.1016/j.jenvp.2012.04.003
Megeirhi HA, Woosnam KM, Ribeiro MA, Ramkissoon H, Denley TJ (2020) Employing a value-belief-norm framework to gauge Carthage residents’ intentions to support sustainable cultural heritage tourism. J Sustain Tour 28(9):1351–1370. https://doi.org/10.1080/09669582.2020.1738444
Mostafa MM (2007) Gender differences in Egyptian consumers’ green purchase behaviour: the effects of environmental knowledge, concern and attitude. Int J Consum Stud 31(3):220–229. https://doi.org/10.1111/j.1470-6431.2006.00523.x
Ode E, Ayavoo R (2020) The mediating role of knowledge application in the relationship between knowledge management practices and firm innovation. J Innov Knowl 5(3):210–218. https://doi.org/10.1016/j.jik.2019.08.002
Otto S, Pensini P (2017) Nature-based environmental education of children: environmental knowledge and connectedness to nature, together, are related to ecological behaviour. Glob Environ Chang 47:88–94. https://doi.org/10.1016/j.gloenvcha.2017.09.009
Perry GLW, Richardson SJ, Harré N, Hodges D, Lyver POB, Maseyk FJF, Taylor R, Todd JH, Tylianakis JM, Yletyinen J, Brower A (2021) Evaluating the role of social norms in fostering pro-environmental behaviors [perspective]. Front Environ Sci 9. https://doi.org/10.3389/fenvs.2021.620125
Queirós A, Faria D, Almeida F (2017) Strengths and limitations of qualitative and quantitative research methods. Europ J Educ Stud
Raza SA, Ahmed R, Ali M, Qureshi MA (2020) Influential factors of Islamic insurance adoption: an extension of theory of planned behavior. J Islam Mark 11(6):1497–1515
Rehman Z-u, Dost M (2013) Conceptualizing green purchase intention in emerging markets: an empirical analysis on Pakistan. The 2013 WEI International Academic Conference Proceedings
Robertson JL, Barling J (2017) Toward a new measure of organizational environmental citizenship behavior. J Bus Res 75:57–66. https://doi.org/10.1016/j.jbusres.2017.02.007
Rowley J (2014) Designing and using research questionnaires. Manag Res Rev
Saeed MA, Farooq A, Kersten W, Ben Abdelaziz SI (2019) Sustainable product purchase: does information about product sustainability on social media affect purchase behavior? Asian J Sustain Soc Responsib 4(1):9. https://doi.org/10.1186/s41180-019-0029-3
Shanmugham R, Ramya K (2012) Impact of social factors on individual investors’ trading behaviour. Proc Econ Fin 2:237–246. https://doi.org/10.1016/S2212-5671(12)00084-6
Soper DS (2020) A-priori sample size calculator for structural equation models [Software] https://www.danielsoper.com/statcalc
Ting H, Fam K-S, Jun Hwa JC, Richard JE, Xing N (2019) Ethnic food consumption intention at the touring destination: the national and regional perspectives using multi-group analysis. Tour Manag 71:518–529
Vicente-Molina MA, Fernández-Sáinz A, Izagirre-Olaizola J (2013) Environmental knowledge and other variables affecting pro-environmental behaviour: comparison of university students from emerging and advanced countries. J Clean Prod 61:130–138. https://doi.org/10.1016/j.jclepro.2013.05.015
Vicente-Molina MA, Fernández-Sainz A, Izagirre-Olaizola J (2018) Does gender make a difference in pro-environmental behavior? The case of the Basque Country University students. J Clean Prod 176:89–98. https://doi.org/10.1016/j.jclepro.2017.12.079
Wensing J, Carraresi L, Bröring S (2019) Do pro-environmental values, beliefs and norms drive farmers’ interest in novel practices fostering the Bioeconomy? J Environ Manag 232:858–867. https://doi.org/10.1016/j.jenvman.2018.11.114
Worthington RL, Whittaker TA (2006) Scale development research: a content analysis and recommendations for best practices. Couns Psychol 34(6):806–838
Zarei A, Maleki F (2018) From decision to run: the moderating role of green skepticism. J Food Prod Mark 24(1):96–116. https://doi.org/10.1080/10454446.2017.1266548
Zheng W, Yang B, McLean GN (2010) Linking organizational culture, structure, strategy, and organizational effectiveness: mediating role of knowledge management. J Bus Res 63(7):763–771. https://doi.org/10.1016/j.jbusres.2009.06.005
Author information
Authors and Affiliations
Corresponding author
Ethics declarations
Competing interests
The authors declare no competing interests.
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Rights and permissions
Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.
About this article
Cite this article
Ly, B. Understanding pro-environmental behavior: the effects of social influence and environmental awareness in Cambodian context. J Environ Stud Sci (2024). https://doi.org/10.1007/s13412-023-00886-x
Accepted:
Published:
DOI: https://doi.org/10.1007/s13412-023-00886-x