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Prosocial Behavior Affect the Intention to Energy Saving and Carbon Reduction Action: A Perspective of the Theory of Planned Behavior
theory of planned behavior
energy saving and carbon reduction
The aim of this study is the discussion of how environmental knowledge, value, subjective norm, perceived behavior control, attitude, and prosocial behavior affect the intention of energy saving and carbon reduction behaviors. It also attempted to analyze the difference in students’ behavioral intention in terms of different backgrounds. The proposed extension variables were based on the theory of planned behavior (TPB) and related literature. This study implemented a survey with an edited version of the “Questionnaire on the Energy Saving and Carbon Reduction Behavioral Intention of Post-secondary School Students” was conducted and obtained a sample of 800 valid samples participants. The obtained data were analyzed with using descriptive statistics, structural equation modeling, multiple regression analysis, Pearson correlation, path analysis, and multivariate analysis of variance. The results indicate that the model possessed an ideal goodness of fit. The six conclusions are as follows: (1) Value, subjective norm, perceived behavior control, and attitude, these variables were directly or indirectly correlated with behavior intentions. (2) the higher the perceived behavioral control is of an individual, the stronger his or her behavioral intentions; (3) the higher the subjective norm and perceived behavioral control are the more positive an individual’s attitude will have, and the stronger his or her behavioral intentions; (4) being more profound knowledge able about behaviors does not necessarily lead to a more positive attitude; (5) prosocial behavior can improve the attitudes, thereby enhancing their behavior intentions; (6) students consider that energy savings and carbon reduction are important issues; however, they are not willing to participate in relevant activities. Three differences in behavior intention among students with different background variables are as follows: (1) With regard to subjective norm and perceived behavior control, female students exhibited superior performance compared to male students, whereas male students performed better with respect to knowledge and attitude; (2) senior and sophomore students possessed superior cognitions regarding knowledge than that of junior students, and senior students excelled sophomores with respect to perceived behavior control; (3) the students of engineering, manufacturing, construction and education field possessed superior cognitions regarding knowledge than the students of social sciences, business and law field, the students of social sciences, business, law and science field excelled engineering, manufacturing and construction field with respect to values, the students of social sciences, business, law, science and education field excelled health and welfare field with respect to perceived behavior control, the students of science field excelled health and welfare field with respect to behavior intentions. Based on the findings, three suggestions were provided for the administration, five suggestions were provided for school. Finally, for those researchers who would be interested in this field, five recommendations were proposed for reference.
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