Understanding pro-environmental behavior: the effects of social influence and environmental awareness in Cambodian context

This study delves into the interplay between social influence and environmental understanding, shaping pro-environmental behavior from an environmental psychology perspective. Conducted through a cross-sectional survey with 271 participants in Cambodia, the research employs structural equation modeling to quantitatively analyze relationships. Results demonstrate the significant predictive role of both social influence and environmental awareness in pro-environmental behavior, supporting the value-belief-norm theory. Notably, social norms strongly influence personal norms, driving pro-environmental actions. Also, heightened environmental awareness increases recognition of consequences and responsibility, encouraging pro-environmental behavior. These findings highlight socio-cultural and environmental consciousness aspects in nurturing sustainability. While acknowledging cultural context and self-reported measures, this study lays a foundation for future research and informs policies to promote pro-environmental behavior. It suggests leveraging environmental awareness and social norms as effective strategies for sustainable practices.