Analysing the Determinants of Household Pro-Environmental Behaviour: An Exploratory Study

Abstract

What strongly influences or determines household pro-environmental behaviour (PEB) is a question of great curiosity across the globe. Solution to this research question investigating PEB has significant implications for researchers, strategic planners and public policymakers. Multidisciplinary research seems necessary to answer this complex question identifying variables that influence PEB at the individual level. In the light of recent work on environmental paradigms, the currents study attempts to explore and identify the relevant factors that contribute to PEB significantly. To achieve the stated objective, an in-depth literature review and qualitative analysis were carried out. A questionnaire was developed to measure the PEB construct and its determinants. Next, the reliability of the questionnaire was assessed using pilot study. Following this, exploratory factor analysis was conducted to identify the major determinants. The validation of constructs using exploratory factor analysis exhibited an interpretable latent structure consisting of determinants of PEB. Results indicate that PEB comprises of nine dimensions viz., behavioural intention, attitude, personal moral norms, subjective norms, situational factors, perceived behavioural control, community concern, internal attribution and perceived consequences. Finally, the study integrates the internal and external determinants in an understanding framework to predict different types of PEBs. The results of the study provide important insights for researchers, strategic planners and policymakers to help more people act in pro-environmental ways. From the theoretical perspective, the study results provide empirical evidence to researchers and a reliable and valid scale to measure PEBs.