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Determining Pro-Environmental Behaviour of Millennials: The Role of Green Self-Identity, Psychological and Social Factors

In: New Challenges of the Global Economy for Business Management

Author

Listed:
  • Zikri Muhammad

    (Faculty of Business Economics and Social Development Universiti Malaysia Terengganu)

  • Khalid Farooq

    (Universiti Sains Malaysia)

  • Mohd Yusoff Yusliza

    (Universiti Sains Malaysia)

  • Thurasamy Ramayah

    (Universiti Sains Malaysia)

  • Muhammad Hamza Qummar

    (Universiti Sains Malaysia)

Abstract

The aim of this study is to explore the association between different psychological and social factors, including attitude, subjective norms, green self-identity, and perceived behavioural control, and the adoption of pro-environmental behaviour (PEB) among individuals belonging to Generation Y. The study involved collecting data from a sample of Generation Y individuals (n = 1090) in Malaysia. Structural equation modelling (SEM) was employed to test the hypotheses and analyse the relationships between attitude, subjective norms, green self-identity, perceived behavioural control, and pro-environmental behaviour (PEB). The findings of the study indicate that attitude and subjective norms positively influence pro-environmental behaviour (PEB) among Generation Y. Moreover, a strong positive relationship was discovered between green self-identity and PEB. Surprisingly, the study found that perceived behavioural control (PBC) had no significant effect on PEB among Generation Y. The novelty of this study lies in its exploration of the psychological and social factors influencing pro-environmental behaviour among Generation Y. It contributes to the understanding of how attitude, subjective norms, and green self-identity play crucial roles in fostering PEB. The study challenges assumptions about the direct impact of perceived behavioural control on PEB, providing valuable insights for policymakers and researchers interested in promoting climate-related activities and environmental protection.

Suggested Citation

  • Zikri Muhammad & Khalid Farooq & Mohd Yusoff Yusliza & Thurasamy Ramayah & Muhammad Hamza Qummar, 2025. "Determining Pro-Environmental Behaviour of Millennials: The Role of Green Self-Identity, Psychological and Social Factors," Springer Proceedings in Business and Economics, in: Sebastian Kot & Bilal Khalid & Adnan ul Haque (ed.), New Challenges of the Global Economy for Business Management, pages 373-386, Springer.
    • Handle: RePEc:spr:prbchp:978-981-96-4116-1_22
    DOI: 10.1007/978-981-96-4116-1_22
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