Reassuring pro-environmental behaviour: a goal-framing theory perspective

The rapid growth of the industrial sector and development projects is expected to impact the quality of the environment if stakeholders ignore the elements of environmental sustainability. There must be more than just enforcement to ensure pollution cases do not recur. Society needs to have a high environmental awareness and cultivate environmentally sustainable behaviour. This study examines the determinants of pro-environmental behaviour among university students. It uses the goal-framing theory to examine the influence of three goals (i.e., hedonic, gain, and normative goals) on university students’ pro-environmental behaviour. Data was collected using convenience sampling of 400 university students. The data were analysed using descriptive and inferential statistics (multiple linear regression). The findings highlighted that hedonic, gain, and normative goals were positively related to pro-environmental behaviour. Moreover, the normative goal emerges as the most significant predictor of pro-environmental behaviour. The study concluded that conservation efforts should be at the core. If all members of society are responsible for playing their respective roles, the environment will be able to be saved and fully preserved. As practical implications, the study suggests public education, monitoring, planning, and enforcement as critical strategies to ensure the environment continues to be restored and preserved. The university should strengthen the frequency of students practising green practices through continuous activities or programs such as recycling workshops, product innovation competitions, environment lectures, and others.