Factors affecting intention to adopt pro-environmental behavior (PEB) among higher education institution (HEI) students in Malaysia

Ng, Xuan and Tee, Wan Qin (2026) Factors affecting intention to adopt pro-environmental behavior (PEB) among higher education institution (HEI) students in Malaysia. Final Year Project, UTAR.

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Abstract

This study examines the factors influencing pro-environmental behavioral intention among Higher Education Institution (HEI) students in Malaysia. It focuses on attitude, subjective norms, perceived behavioral control, environmental knowledge, and environmental concern. A quantitative approach was adopted, with data collected from 384 HEI students in Selangor, Perak, and Johor using structured questionnaires and non-probability sampling. The data were analyzed using SPSS through reliability and multiple regression analysis. The results show that subjective norms, environmental attitude, and environmental knowledge have significant positive effects on pro-environmental behavioral intention, highlighting the importance of social influence, personal evaluation, and knowledge. However, perceived behavioral control and environmental concern were found to be insignificant, indicating possible contextual constraints and a concern–behavior gap among students. Overall, the model explains a moderate level of variance, suggesting that other factors may also influence behavior. The findings provide practical implications for higher education institutions to enhance environmental education, strengthen peer influence, and improve support systems to promote sustainable behavior among students.

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