Investigating Factors Influencing Pro-Environmental Behaviour Among Students at the University of the Witwatersrand

Abstract

This quantitative study investigated the factors influencing pro-environmental behaviour (PEB) among students at the University of the Witwatersrand (Wits), guided by the theory of planned behaviour (TPB). This research explored the roles of environmental knowledge, social influence, sense of control, and demographic characteristics in shaping PEB among a diverse student population in South Africa. The study revealed that social influence, particularly within the university context, emerged as a powerful predictor of PEB, with the university environment exerting a stronger influence than family. Results indicated a significant positive correlation between environmental knowledge and PEB yet highlighted a gap between awareness and proactive information-seeking. Perceived behavioural control (PBC) also significantly and positively correlated with PEB, although variability across different actions suggested barriers unique to each situation. Notably, while gender and education level did not significantly predict PEB, age and field of study did, emphasising the need to consider the specific institutional and cultural context when examining the impact of any demographics on PEB. The findings from the study suggest that while the TPB provides a useful framework for understanding PEB, incorporating insights from other behavioural theories and considering demographic moderators may enhance its explanatory power. Recommendations for Wits include integrating pro-environmental practices into educational programmes, campus culture, infrastructure, academic disciplines, and providing financial incentives and promoting a sense of collective responsibility.