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Pro-environmental behavior (PEB) across different demographic compositions of the Bhutanese population

Author

Listed:
  • Pema Yangchen

    (Mahidol University)

  • Marc Voelker

    (Mahidol University)

  • Sureeporn Punpuing

    (Mahidol University)

  • Viroj Tangcharoensathien

    (Ministry of Public Health)

Abstract

This study investigates pro-environmental behavior (PEB) in Bhutan by using Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM). We conducted an online survey with 1348 participants representing diverse age, gender, and residential demographics. We found that the silent generation in Bhutan had lower PEB engagement than Generation Z, while Generation Y exhibits less involvement in recycling behaviors, with gender exerting no significant influence. Notably, rural residents had greater participation in personal gardening but lesser engagement in recycling, while urban residents practiced more recycling and water conservation. Education emerges as a positive factor impacting PEB engagement, alongside socio-psychological dispositions like personal norms, social norms, locus of control, awareness of consequences, and intention to act. Additionally, the high prevalence of plastic bag usage in the population calls for policy attention. We recommend that policymakers and environmental advocates in Bhutan consider age-specific PEB campaigns, the establishment of urban garden-friendly spaces, advocacy for alternatives to plastic packaging, and enhanced waste management services in rural areas as essential steps toward fostering sustainable environment in Bhutan.

Suggested Citation

  • Pema Yangchen & Marc Voelker & Sureeporn Punpuing & Viroj Tangcharoensathien, 2025. "Pro-environmental behavior (PEB) across different demographic compositions of the Bhutanese population," Journal of Environmental Studies and Sciences, Springer;Association of Environmental Studies and Sciences, vol. 15(2), pages 330-341, June.
    • Handle: RePEc:spr:jenvss:v:15:y:2025:i:2:d:10.1007_s13412-024-00950-0
    DOI: 10.1007/s13412-024-00950-0
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Uchechukwu Solomon, 2010. "A detailed look at the three disciplines, environmental ethics, law and education to determine which plays the most critical role in environmental enhancement and protection," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 12(6), pages 1069-1080, December.
    3. repec:plo:pone00:0243384 is not listed on IDEAS
    4. Uchechi Onokala & Adeleke O. Banwo & Florence O. Okeowo, 2018. "Predictors of Pro-Environmental Behavior: A Comparison of University Students in the United States and China," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 8(1), pages 127-136, March.
    5. Yan Wang & Feng Hao & Yunxia Liu, 2021. "Pro-Environmental Behavior in an Aging World: Evidence from 31 Countries," IJERPH, MDPI, vol. 18(4), pages 1-13, February.
    6. Robert Jensen, 2010. "The (Perceived) Returns to Education and the Demand for Schooling," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 125(2), pages 515-548.
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