Factor Preventing Universities Students Willingness to Adapt Green Habit

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Dr. Arun Kumar Tarofder, Aminath Lulua, Lara Salah Saeed, Nur Erina Binti Saharudin

Abstract

Over the years, awareness of green habits has been increasing rapidly throughout the world. However, there are few factors that affect people’s willingness to adapt green habits. This study focused on the variables preventing individuals from adapting green habits in their daily life and the relationship between government initiatives, unavailability and price of eco-products, normative belief, and eco-literacy with the unwillingness towards green movements. These five variables were given to 224 respondents to test which of the variables are considered to be an obstacle for them. In addition, this paper concludes that all the 5 variables can independently entirely prevent human from being environmentally friendly. This was investigated and implemented by the help of Protection Motivation Theory (PMT), Theory of Environmental Responsible behaviour (ERB), The Value-Beliefs-Norms Theory (VBN) and the Social cognitive theory (SCT) which would be further analysed to understand why individuals tend to behave the way they behave.

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