The Influence of Environmental Concern on Intention toward Pro-environmental Behavior among Young Consumers: The Mediating Role of Theory of Planned Behavior
DOI:
https://doi.org/10.55164/ecbajournal.v16i3.265992Keywords:
Environmental concern, Intention toward pro-environmental behavior, Theory of Planned Behavior, Young consumersAbstract
This study aimed to investigate the influence of environmental concerns on intention toward pro-environmental behavior with the mediating role of the Theory of Planned Behavior. Data was collected from 201 young consumers by using the purposive sampling method. Regression analysis was used to analyze the data and PROCESS macro model 4 for testing the mediating effect. The empirical result reveals that environmental concerns have direct and indirect effects on intention toward pro-environment behavior, while the attitude toward behavior and perceived behavioral control play a mediating role in the relationship between environmental concerns and intention toward pro-environmental behavior. It shows that the vital role of constituents in the Theory of Planned Behavior would partially mediate the concern about the environmental issues among young consumers to the intention to purchase environmentally friendly products. Business organizations and governments should be promoted and encourage young consumers to be aware of environmental problems.
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