Pro-Environmental Behaviours and Value-Belief-Norm Theory: Assessing Unobserved Heterogeneity of Two Ethnic Groups

Modelling the significance of value-belief-norm framework to predict mass adoption potentials of internet of things-enabled wearable fitness devices

Self-health monitoring technologies have become increasingly popular in averting unanticipated health complications. However, the adoption rate of such technologies in developing countries is surprisingly low. Furthermore, empirical studies on the application of the value-belief-norm (VBN) model to elucidate intention to use IoT-enabled wearable fitness devices (IoT-enabled WFDs) are scarce. This study aimed to expand the VBN model by integrating health values, health consciousness, health knowledge-seeking, and social norms as influencing constructs. The proposed holistic framework was empirically tested to examine these constructs on users' decision-making process of adopting IoT-enabled WFDs. A web-based survey involving 866 adults in China aged 18-30 years was conducted. The gathered data were analysed using partial least squares-structural equation modeling. The results revealed the significant influence of health consciousness and health knowledge-seeking on personal health beliefs, as well as the favourable impact of personal health beliefs on personal norms and awareness of consequences. The results further demonstrated the substantial influence of awareness of consequences and ascription of responsibilities on personal norms. Besides that, personal norms and societal norms were found to have strong influence on the intention to adopt IoT-enabled WFDs, which was revealed to have significant influence on the actual usage. This study's findings offer novel theoretical insights on the behavioural characteristics of adopting IoT-enabled WFDs and serve as a practical guideline for industry experts and marketers to establish appropriate marketing strategies to support the IoT-enabled wearable sector. The findings also benefit policymakers in their efforts of developing strategies that emphasise the unique benefits of self-healthcare monitoring to encourage active lifestyle and decrease obesity and overweight-related health risks.

Cultural worldviews and waste sorting among urban Chinese dwellers: the mediating role of environmental risk perception

Objective

Waste sorting has received considerable attention in recent decades. However, research on the mechanisms underlying the relationships among cultural worldview, environmental risk perception, and waste sorting is rather scarce. This study aims to explore the cultural worldviews, environmental risk perception, and waste sorting among urban Chinese and their mechanisms.

Methods

This was a cross-sectional study involving 744 urban Chinese residents (371 men and 373 women). A questionnaire was utilized to measure cultural worldviews, environmental risk perception, and waste sorting. Pearson correlation analysis and structural equation modeling were used to examine the relationship between cultural worldviews, perceptions of environmental risk, and waste sorting.

Results

Waste sorting had a relatively insignificant negative relationship with fatalism and individualism. The correlation between environmental risk perception and cultural worldviews was negative except for egalitarianism, and the correlation between hierarchy and environmental risk perception was higher than the others, while individualism was higher than fatalism. Heightened environmental risk perception mediates the relationship between egalitarianism and waste sorting. Reduced environmental risk perception mediates the relationship between hierarchy and waste sorting, and mediates the relationship between individualism and waste sorting.

Conclusion

These new findings provide initial support for the mediating role of environmental risk perception in the relationship between cultural worldviews and waste sorting. Both theoretical and practical implications for understanding the psychological mechanisms of waste sorting are discussed.

Influences of Social-Psychological Constructs in Predicting Taiwanese Pro-Environmental Behaviors

A value-belief-norm (VBN) model for understanding the pro-environmental behaviors (PEB) of Taiwanese was developed. This formulated VBN model included personal values, openness to change, awareness of consequences, personal norms, social norms, and PEB. Ecological world view and ascription of responsibility were excluded to develop a tighter model. A total of 1079 completed questionnaires were collected and structural equation modelling was utilized, where standard estimates and coefficients of determination validated the formulated VBN model's effectiveness. Each construct served its role as the mediator between its distal variable and outcome variable, with a substantial level of predictive accuracy, and 74.3% of the variance in PEB was accounted for. Further findings found that mature individuals had a stronger tendency towards awareness of consequences due to personal values; the young had a stronger tendency towards personal norms due to awareness of consequences; men had a stronger tendency towards personal norms due to awareness of consequences; and women had a weaker tendency due to a greater emphasis on altruism. Future interventions, such as sharing of personal pro-environmental lifestyles verbally or through social media, periodically decluttering personal items and maintaining a minimalist lifestyle, where these personal norms are in line with collective social norms, could help to strengthen PEB.

Predicting sustainable fashion consumption intentions and practices

The fashion industry has a significant impact on the environment, and sustainable fashion consumption (SFC) has become a pressing concern. This study aimed to investigate the factors influencing sustainable fashion consumption behavior (SCB) among Chinese adults, specifically the role of values, attitudes, and norms in shaping such behavior, using the value-belief-norm framework. The study used an online cross-sectional survey design to collect data from 350 participants recruited through a convenience sampling method using social media platforms and email invitations, and the obtained data were analyzed using partial least squares structural equation modelling. The results of the study showed that biospheric (BV), altruistic (AV), and egoistic (EV) values significantly influenced the New ecological paradigm (EP), which, in turn, positively affected awareness of consequences (AC). Personal norms (PN) were positively influenced by EP, AC, and ascription of responsibility (AR). Social norms (SN) and trust in recycling (TR) were also found to positively influence sustainable fashion consumption intentions (SCI). Finally, the study found that SCI and TR were significant predictors of SCB, whereas the moderating effect of TR not statistically significant. The study's originality lies in its comprehensive investigation of the interplay between various factors (particularly using norms in two facets; PN and SN) in shaping SCB, using a structural equation modeling approach, and exploring the moderating effect of TR. The findings of this study suggest that interventions aimed at promoting SFC should focus on fostering values and beliefs that prioritize the environment, encouraging individuals to take responsibility for their actions, creating an environment in which SFC is normalized, and increasing TR.

Cosmetics and Detergents with Recycled CO2: A Cross-Country Study with a Modified by Risk Perception Values-Beliefs-Norms Model

This paper presents the examination of a values-beliefs-norms (VBN) model, modified by climate change risk perception, in France, Germany, and Spain, to investigate consumers' intentions to purchase personal and house care products that are going to contain innovative ingredients made from recycled CO₂. Electronic interviews were undertaken by a research agency on stratified (gender and age) samples in each country. Solely biospheric values indicated a statistically significant and positive causal relationship with risk perception. Risk perception provided the strongest of all impacts on awareness of consequences. Awareness of consequences affected the ascription of responsibility, and ascription of responsibility affected personal norms, which in turn generated consumption intentions. VBN was found powerful in explaining 58%, 60.2%, and 43.3% of the variance in intentions to buy CPGs with green chemical ingredients in French, German, and Spanish consumers, respectively. Moderation analysis indicated that the relationship between personal norms and consumption intentions is stronger in France and Germany than in Spain. Theoretical and practical implications are provided.

Understanding the Environmentally Sustainable Behavior of Chinese University Students as Tourists: An Integrative Framework

The purpose of this study is to develop a theoretical framework by integrating the value-belief-norm (VBN) theory with environmental awareness in measuring Chinese university students' environmentally sustainable behavior toward tourism destinations. University students tend to engage in sustainability efforts since their values and beliefs are still being formed. The participants were 301 university students from a university in eastern China. The empirical findings demonstrate that: (1) environmental awareness has positive influences on biospheric value, altruistic value and egoistic value; (2) biospheric value positively predicts the new ecological paradigm (NEP), whereas altruistic and egoistic values do not; (3) the NEP, awareness of consequence and personal norms play an important mediating role. Results indicate that extended VBN can explain students' environmentally sustainable behavior. This research supports the growth of sustainable tourism and has a number of practical implications for universities and the relevant environmental departments to promote university students' involvement in sustainable tourism.

Social entrepreneurial intention among working adults: An emerging country context

Under the premise of the value-belief-norm (VBN) model, this study examined the influence of values, beliefs and norms on social entrepreneurial intention of working adults in China. The cross-sectional design was employed, and an online survey, which involved 1,075 working adults, was conducted. All data were analyzed using partial least squares-structural equation modeling (PLS-SEM). The obtained results showed the significant and positive influence of self-enhancement, openness to change, and self-transcendence on the sense of meaning and purpose. Moreover, the sense of meaning and purpose exhibited significant and positive influence on problem awareness, and problem awareness was found to have positive effect on outcome efficacy. Besides that, the sense of meaning and purpose, problem awareness, outcome efficacy, and injunctive social norms were found to exhibit significant and positive on personal norms. Finally, personal norms and injunctive social norms exhibited statistically significant and positive influence on social entrepreneurial intention. The results of effect size confirmed the considerable influence of personal norms and injunctive social norms on social entrepreneurial intention. Therefore, policy development aimed at promoting socioeconomic and environmental sustainability through social entrepreneurship should comprehensively consider the influence of personal norms and injunctive social norms. Increasing the sense of meaning and purpose of the working population, prompting an increased problem consequence and outcome self-efficacy, as well as instilling personal norms and injunctive social norms through various social and environmental incentives are recommended.

Internet Use on Closing Intention-Behavior Gap in Green Consumption-A Mediation and Moderation Theoretical Model

The rapid development of the Internet as an information medium has provided new opportunities for promoting green consumption. Therefore, a study on the theoretical mechanism is helpful to make better use of the Internet media to promote green consumption and close consumers' green consumption intention-behavior gap. In this study, data from 419 valid questionnaires were collected and analyzed through PLS-SEM within the framework of the theory of planned behavior. The results show that there are two pathways of Internet media promoting green consumption, namely the moderating effect and the mediating effect. First, through the moderating effect, Internet use can promote the conversion of intention to behavior and perceived behavioral control to behavior, thus closing the intention-behavior gap. Second, through the mediating effect, Internet use promotes green consumption behavior through the mediator of personal perceived environmental threats. The research indicates that the potential of Internet information media should be fully explored in promoting green consumption, disseminating environmental knowledge, reporting environmental issues, and guiding the transformation of individual green consumption intention into behavior.

Climate change opportunities reduce farmers' risk perception: Extension of the value-belief-norm theory in the context of Finnish agriculture

Global agriculture faces severe challenges due to climate change. For boreal agriculture, climate change might also bring opportunities as the growing season lengthens, if the risks of climate change are managed properly. Agricultural production is a source of greenhouse gases, while agricultural land has also a great possibility to mitigate climate change as a carbon sink. Farmers are the central group for implementing these actions. Their views and beliefs contribute to their corresponding pro-environmental agricultural behavior. This research is based on the theory of value-belief-norm (VBN) as a predictive model of pro-environmental agricultural behavior. We extend the theory by studying how opportunities caused by climate change affect pro-environmental behavior in agriculture and present differences between farmer groups and experiment with the longitudinal possibilities of the theoretical model. Based on the structured survey responses from 4,401 farmers in Finland in 2018 and 2000 responses in 2020, we found that all the elements of VBN theory did help to predict intention for climate change mitigation, among which felt possibility to perform mitigation practices was the strongest predictor while risk perception was rather an unimportant one. Furthermore, opportunities caused directly or indirectly by climate change have an effect on Finnish farmer's implementation of mitigation practices. Therefore, future efforts in agricultural research and policy in Finland should concentrate to bring forth concrete farm-level mitigation practices with proven environmental benefits and the direct and indirect opportunities should be given more attention.

Global Challenges of Current Building-Integrated Solar Water Heating Technologies and Its Prospects: A Comprehensive Review

Among the renewable energy resources, solar thermal is one of the technologies that significantly contribute to energy supply and reduce global greenhouse gas (GHG) emissions. Solar water heating (SWH) contributes a large proportion of the global solar thermal capacity, with 63% installation for domestic hot water (DHW) systems, 28% for large DHW systems, and the remaining 9% for other applications such as swimming pools heating, solar district heating, and space heating. Still, now, there are many challenges and limitations of those SWH technologies. The present work reviews the current challenges faced in the domestic SWH industry globally. The integration of thermal energy storage (TES) systems for better collector’s radiation absorption and overall performance are also highlighted. Many countries worldwide seem to face similar challenges within the SWH technologies and industry. It is proven that these challenges and limitations can hinder the global capacity of solar thermal utilization.

Pro-Circular Consumer Profile: An Approach to Their Identification and Characterization Based on the Components of the Value-Belief-Norm Theory

Circular economies have focused on managing organizations and changes in production and consumption models that lead to the better use of resources, generating the least waste. These changes toward new circular models will only be possible if consumers become involved through their behavior. In this sense, the first step is to understand who pro-circular consumers are and what characterizes them. Thus, this exploratory study aims to profile pro-circular consumers based on their behaviors and to characterize them based on the components of the value-belief-norm (VBN) theory. Using survey data of a representative sample of 417 participants in the city of Medellín (Colombia), as well as cluster and multiple correspondence analyses, this study identified some pro-circular consumer profiles, mainly characterized by factors like moral norms and perceived consumer effectiveness. Our results suggest that even when consumers without habitual behaviors toward circularity exist, those who engage in them do so because they consider it the right thing to do and because they believe that their pro-circular action is effective for solving environmental problems. On the contrary, green consumption values, beliefs about awareness and responsibility toward the environment, and sociodemographic factors do not seem to be associated with and characterize this type of consumer.

Environmental Awareness in Batik Making Process

One of the goals of Sustainable Development Goals (SDG) is to conserve natural resources, such as water, soil, air, and others. Poorly treated industrial effluents discharged into nearby water streams contribute to water pollution. This problem is notably worse among small- and medium-scale industries, such as the local batik industry, which cannot afford proper and costly wastewater treatment facilities in their premises. Batik entrepreneurs should adopt environmentally friendly methods by using currently available technologies. Therefore, this phenomenological study investigated the environmental awareness of three batik entrepreneurs in Malaysia via interviews. The data was analyzed using thematic analysis. The batik entrepreneurs have adopted different batik making processes but employed almost similar batik waste disposal methods. Despite some level of environmental awareness among the batik entrepreneurs, they still practiced poor environmental batik making and disposal methods due to the lack of affordable technology. The lack of exposure to environmental education, open mindset, the socio-cultural practice of batik making, and production cost influences environmental awareness among batik entrepreneurs. Authorities should advocate green batik making and regulate rules for any malpractice. Future studies should explore the effective technologies used to dispose of batik waste effluents to enable batik entrepreneurs to adopt environmentally friendly batik making and waste disposal methods.

Survey Results on Using Nudges for Choice of Green-Energy Supplier

One of the most important climate change mitigation strategies is to exploit the potential of individual behavioral changes in order to reduce greenhouse gas (GHG) emissions, and the insights of behavioral economics are proving helpful in this regard. This contributes to improving traditional instruments, developing new ones related to choice architecture (nudges), and combining them within behavioral decarbonization intervention strategies. It is important, in terms of their effectiveness and efficiency, whether the instruments of such interventions are supported by citizens. This paper presents the results of a survey of Polish respondents’ (n = 1064) reactions to hypothetical nudges regarding the choice of a “green energy” supplier. The main research questions of the study are: how much civic support do these behavioral intervention tools have, and what is the importance of selected factors for their acceptance? The aim of the study is to present nudges as one of the strategies of pro-environmental behavioral change and to analyze selected factors of acceptance of these instruments by the Polish society. There are two main conclusions of the research: (1) Poles’ support for the green nudges analyzed is comparatively high, like in other European countries; (2) statistically significant differences in support for one of them are age and individual political party preferences.

Factors Influencing the Purchase Intention for Recycled Products: Integrating Perceived Risk into Value-Belief-Norm Theory

Recycling used materials is one way to deal with the depletion of natural resources available on earth. Companies increasingly integrate recycled materials into their production processes and transition towards circular business models. However, although the attitude towards sustainable products is positive, consumers still prefer to buy products made from new instead of recycled materials. Empirical research on factors influencing the purchase intention of recycled products is still limited. This study aims to examine consumers’ individual factors that are important in the decision process to buy recycled products. The Value-Belief-Norm (VBN) theory is explored in the context of recycled product purchase intention. Perceived risk is added to the research model as a moderator that hinders purchase intention. The different influences are analyzed using partial least squares structural equation modelling with a sample of 177 respondents from Germany. Results indicate that the causal chain of relationships between values, beliefs, and personal norm has a positive influence on recycled product purchase intention. Perceived risk, on the other hand, has a significant negative direct effect on purchase intention but strengthens the relationship between personal norms and purchase intention. Theoretical and managerial implications as well as avenues for further research are discussed.

Reprogramming Modernist Heritage: Enhancing Social Wellbeing by Value-Based Programming Approach in Architectural Design

This paper is built on the assumption that architecture is the establishment of the relationship between past and future, built and unbuilt, within the inherited and natural context and in direct connection with the overall culture. Unlike a traditional approach to heritage generally limited to considering only the visible values of the place, this research stands on the belief that, in the context of heritage, the implementation and application of behavioral knowledge in architectural discourse contributes to the intensification and enhancement of these relations. In accordance with the need to re-examine existing and explore new forms of the relationship between future life of heritage and social wellbeing, the main goal of the research is to examine the possibility of improving this relationship through a value-based architectural programming methodological framework. This paper was conducted through: (1) theoretical framework that intertwines environment–behavior theories and architectural programming as the value-matrix methodology for the reuse of heritage; (2) exploring the established framework through design results gathered within the design-based studio on “heritage reprogramming” at the University of Belgrade—Faculty of Architecture with a particular focus on the modernist architectural heritage; and (3) discussing the overall principles through the multiscale and value-based approach. The evaluation of the results indicates the possibility of improving the social dimension of heritage protection and reuse, as well as the need to shift the focus from exclusively material and formal values of heritage to social and cultural aspects in accordance with the needs of contemporary society and culture. Results indicate that the multidimensional nature of architectural programming methodological approach in the context of modern heritage and, accordingly, the synergy of different programming values (environmental, human, social, systemic, temporal, economic, aesthetic) provides sustainable access to heritage and has the capacity to improve the social wellbeing of individual users but also of the wider community.

To waste or not to waste? Empirical study of waste minimization behavior

This study explores the key variables that influence overall waste minimization behaviors of consumers by augmenting the theory of planned behavior (TPB) with additional variables, including environmental concern, perceived consumer effectiveness, and perceived lack of facilities. Further, subjective norm is replaced by injunctive norm and descriptive norm. A questionnaire was administered to 455 consumers from North America, a region that faces acute waste production challenges. The findings suggest that perceived consumer effectiveness (PCE) constitutes the most influential variable to predict zero waste behavior (ZWB) intentions (β = 0.380 p < 0.001), even surpassing perceived behavioral control (PBC) (β = 0.232 p < 0.001), PBC also directly influences ZWB (β = 0.321 p < 0.001), and injunctive norms (β = 0.171 p < 0.05) exert a slightly greater influence than attitudes (β = 0.122 p < 0.001). Importantly, environmental concern is a meaningful antecedent to all belief variables (i.e., control belief [β = 0.689 p < 0.001], normative belief [β = 0.378 p < 0.001], and behavioral belief [β = 0.367p < 0.001]) while exerting an indirect effect on ZWB (β = 0.474 [0.299, 0.523]), especially via attitudes and PBC. Albeit perceived lack of facilities negatively impacts intentions (β = -0.073 p < 0.05), it positively relates ZWB (β = 0.189 p < 0.001) or worsens the effect of intentions on ZWB (β = -0.033 [-0.102, 0.036]). The results deliver crucial insights to devise impactful strategies and formulate sound policies to nudge consumers' ZWB.

Predicting Energy-Saving Behaviour Based on Environmental Values: An Analysis of School Children’s Perspectives

Energy-saving behaviours are pro-environment behaviours that help mitigate climate change. Environmental values namely biospheric, altruistic, and egoistic one are related to one’s pro-environmental behaviour. Thus, this research examines the contribution of environmental values to the practice of energy-saving behaviour. This research employed the survey design, in which a questionnaire was administered on 341 children (aged 11 years old) in Malaysia. The data were analysed using descriptive and multiple regression analysis. The results showed that children possess all of the environmental values (biospheric, altruistic, and egoistic) and that energy-saving behaviour is found to be occasionally and often practiced in their daily lives. The students’ altruistic values contribute significantly to their energy-saving behaviour pattern compared to biospheric and egoistic values. It is argued that the children’s personal experiences with climate adversity and socioeconomic background underlie these findings. An implication of this study is that the school curriculum should allow for discourse on the connection between environmental values and pro-environmental behaviour. Relating the cause and impact of one’s action in everyday life on the environment should be inculcated across the curriculum, more importantly at the primary level.

Investigating Regional and Generational Heterogeneity in Low-Carbon Travel Behavior Intention Based on a PLS-SEM Approach

This study aims at reviewing whether regional and generational differences exist in behavior intention to adopt low-carbon travel modes. Based on 759 questionnaires collected from three cities (Zhenjiang, Suzhou, and Shanghai) with different population sizes in China, we develop a modified theory of planned behavior (MTPB) model framework integrating low-carbon transport policies, psychological aspects, personal norms, and travel habits. A more advanced partial least-square method of structural equation model (PLS-SEM) and a multiple-group analysis (MGA) model are applied to estimate the effects and heterogeneities of these factors on low-carbon travel behavior intention among three cities and four age groups. The results show that the roles of low-carbon policies, subjective norms, and personal norms on behavior intention of adopting low-carbon travel modes are more salient. The effect of low-carbon policy on behavior is much weaker than it is on intention, and it does not follow that such intention will often be followed up with action. There is regional and generational heterogeneity in terms of the influence on low-carbon travel behavior intention. In particular, the benefits of low-carbon policies are more remarkable in the middle-sized city, young adult group, and pre-older adult group. The low-carbon travel behavior intention in the large-sized city, junior-middle adult group, and senior-middle adult group are affected by subjective norms more easily. The large-sized city and young adult group have better personal norms in favor of low-carbon travel. The findings could provide helpful insights into developing heterogeneous transport policies to encourage different travelers to switch from auto to low-carbon travel modes.

Consumer Intention to Participate in E-Waste Collection Programs: A Study of Smartphone Waste in Indonesia

Indonesia is a developing country with a low-level e-waste management system based on a limited number of informal initiatives. E-waste requires proper management procedures, which involve the design of a reverse logistics management network. Consumers play a critical role in such a network, because the network runs when they willingly participate as suppliers of waste. This paper applies the Theory of Planned Behavior framework and extends it using Reverse Logistics drivers, the Value Belief Norm Theory, and facility accessibility to explain consumer intention to participate in e-waste collection programs. A survey was conducted on smartphone users in Indonesia, with a total of 324 valid questionnaires. The results showed that government drivers, facility accessibility, and personal attitudes significantly influence consumer intentions. Environmental concern has a positive influence on consumer intentions through the variables of the Theory of Planned Behavior and perceived behavioral control through government drivers. This study shows the need for integration, because the variables reinforce each other. However, neither economic drivers nor subjective norms significantly influence consumer intentions. This finding distinguishes Indonesia from other countries, especially developed countries, in that e-waste collection programs have not become part of the culture in Indonesia. For this reason, Indonesia needs regulations, as the most influential variable, to regulate the implementation of such a program.

How Does the Appeal of Environmental Values Influence Sustainable Entrepreneurial Intention?

Global challenges posed by climate change and environmental deterioration are increasingly driving entrepreneurship with sustainable entrepreneurial intention as a key driver in predicting entrepreneurial activities. Together with experience, the environmental values of an entrepreneur are vital for sustainable entrepreneurial intention. However, the extent to which experience is a key factor to start up a sustainable enterprise is still rather unclear. To study the role of experience, we derive from the theory of planned behaviour three factors (personal attitude, social norm and self-efficacy) to examine their impact on environmental values and sustainable entrepreneurial intention. Based on a meta-analysis, the overall directions and effect intensity of the different factors in this relationship can be investigated. We develop a structural equation model to explore the mechanism behind the interaction between the different variables. We utilize information from 37 scientific articles using 40 empirical samples, 117 effect sizes and 192,015 observations. We found that environmental values are indeed positively related to a sustainable entrepreneurial intention. Furthermore, the relationship between environmental values and sustainable entrepreneurial intention is moderated by experience, as well as personal attitude, social norms and self-efficacy. In addition, environmental values are more positively related to the intention to set up a sustainable venture for entrepreneurs with low-experience compared to those entrepreneurs with high-experience. For policy makers and managers, it becomes important to stimulate environmental values to promote sustainable entrepreneurial intentions in order to stimulate the growth of sustainable enterprises. By enhancing these three factors, sustainable entrepreneurial behaviour can be facilitated by increasing entrepreneurs’ sustainable intention.

Millennial Tourists’ Environmentally Sustainable Behavior Towards a Natural Protected Area: An Integrative Framework

In the last few years, natural protected areas have been facing great challenges and degradation around the world. Among this, environmental sustainability has become a priority to create harmony between tourists and nature. Tourists visiting protected areas are becoming progressively more concerned regarding the environment. Moreover, the United Nations (UN) “Sustainable Development Goals (SDGs)” have highlighted the potential role of young tourists to contribute to sustainable tourism. However, very few studies have focused on tourists’ environmentally sustainable behavior towards natural protected areas. To fill the existing gap in the literature, this study aims to provide a theoretical framework that includes environmental sustainability awareness (ESA) in measuring millennial tourists’ environmentally sustainable behavior (ESB). Thus, this study delivers an integrated approach based on the value-belief-norm (VBN) theory and the concept of the new ecological paradigm (NEP) towards protected areas. A self-administered questionnaire survey was conducted from one of the protected areas located in the north of Sichuan province of China, and 511 responses were obtained for statistical analysis. Results of the structural statistical analysis showed that the unified model includes a satisfactory level of predictive power for tourists’ ESB, which was superior to existing theories and concepts. The findings also revealed that all proposed relationships of the variables were significant and identified the positive influence of environmental sustainability awareness in generating the ESB. This study contributes towards sustainable tourism development and the conservation of protected areas, with several practical implications for local authorities in terms of millennial participation.

Applying an Extended Theory of Planned Behavior to Sustainable Food Consumption

The objective of this research is to identify factors affecting sustainable food consumption behavior among Malaysians. An extension of the theory of planned behavior (TPB) is used as the framework of the study. Perceived value is also added to the framework to gain an understanding of consumer’s personal factors’ effect on sustainable food consumption. This study tested eight hypotheses on sustainable food consumption behavior with empirical data from a sample of 220 adults. The regression analysis results show that social norm, perceived value, perceived consumer effectiveness, and attitude have significant impacts on intention to consumer sustainable food. Perceived availability, perceived consumer effectiveness and intention also have significant impacts on actual behavior. The findings of this study can provide certain grounds for understanding sustainable food consumption intention and behavior. Research limitations and some guidelines for further lines of research are presented. In a global context the findings of this study is important, as consumption patterns need to be changed to meet the climate challenge.

Socio-Economic Effect on ICT-Based Persuasive Interventions Towards Energy Efficiency in Tertiary Buildings

Occupants of tertiary environments rarely care about their energy consumption. This fact is even more accentuated in cases of buildings of public use. Such unawareness has been identified by many scholars as one of the main untapped opportunities with high energy saving potential in terms of cost-effectiveness. Towards that direction, there have been numerous studies exploring energy-related behaviour and the impact that our daily actions have on energy efficiency, demand response and flexibility of power systems. Nevertheless, there are still certain aspects that remain controversial and unidentified, especially in terms of socio-economic characteristics of the occupants with regards to bespoke tailored motivational and awareness-based campaigns. The presented work introduces a two-step survey, publicly available through Zenodo repository that covers social, economic, behavioural and demographic factors. The survey analysis aims to fully depict the drivers that affect occupant energy-related behaviour at tertiary buildings and the barriers which may hinder green actions. Moreover, the survey reports evidence on respondents’ self-assessment of fifteen known principles of persuasion intended to motivate them to behave pro-environmentally. The outcomes from the self-assessment help to shed light on understanding which of the Persuasive Principles may work better to nudge different user profiles towards doing greener actions at workplace. This study was conducted in four EU countries, six different cities and seven buildings, reaching more than three-hundred-and-fifty people. Specifically, a questionnaire was delivered before (PRE) and after (POST) a recommendation-based intervention towards pro-environmental behaviour through Information and Communication Technologies (ICT). The findings from the PRE-pilot stage were used to refine the POST-pilot survey (e.g., we removed some questions that did not add value to one or several research questions or dismissed the assessment of Persuasive Principles (PPs) which were of low value to respondents in the pre-pilot survey). Both surveys validate “Cause and Effect”, “Conditioning” and “Self-monitoring” as the top PPs for affecting energy-related behaviour in a workplace context. Among other results, the descriptive and prescriptive analysis reveals the association effects of specific barriers, pro-environmental intentions and confidence in technology on forming new pro-environmental behaviour. The results of this study intend to set the foundations for future interventions based on persuasion through ICT to reduce unnecessary energy consumption. Among all types of tertiary buildings, we emphasise on the validity of the results provided for buildings of public use.