Abstract
This study investigates pro-environmental behavior (PEB) in Bhutan by using Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM). We conducted an online survey with 1348 participants representing diverse age, gender, and residential demographics. We found that the silent generation in Bhutan had lower PEB engagement than Generation Z, while Generation Y exhibits less involvement in recycling behaviors, with gender exerting no significant influence. Notably, rural residents had greater participation in personal gardening but lesser engagement in recycling, while urban residents practiced more recycling and water conservation. Education emerges as a positive factor impacting PEB engagement, alongside socio-psychological dispositions like personal norms, social norms, locus of control, awareness of consequences, and intention to act. Additionally, the high prevalence of plastic bag usage in the population calls for policy attention. We recommend that policymakers and environmental advocates in Bhutan consider age-specific PEB campaigns, the establishment of urban garden-friendly spaces, advocacy for alternatives to plastic packaging, and enhanced waste management services in rural areas as essential steps toward fostering sustainable environment in Bhutan.
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The dataset generated and analyzed during the current study will not be shared due to privacy concerns.
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Funding
This research was conducted as part of my doctoral dissertation at the Institute for Population and Social Research(IPSR), Mahidol University. My doctoral study was supported by the academic excellence merit based scholarship from the Faculty of Graduate Studies, Mahidol University, Thailand.
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Ms. Pema Yangchen: formulation of research questions and objectives, design and implementation of the conceptual framework, conducted data collection and analysis using multiple linear regression on Stata, and drafted the thesis. Assoc Prof. Marc Voelker: main advisor: provided guidance and oversight throughout the research work, assisted in refining the research methodology and the entire thesis, guided the data analysis and validated the research interpretation, and reviewed and provided important feedback on the drafts. Assoc. Prof. Sureeporn Punpuing: co-advisor: provided guidance on the research work with critical feedback and reviews throughout, assisted in reviewing and refining the drafts throughout, and assisted in refining the methodology and the entire manuscript. Dr. Viroj Tangcharoensathien: co-advisor: contributed to the overall project design and scope, provided critical feedback and reviews throughout, and assisted in refining the methodology and the entire manuscript.
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Yangchen, P., Voelker, M., Punpuing, S. et al. Pro-environmental behavior (PEB) across different demographic compositions of the Bhutanese population. J Environ Stud Sci (2024). https://doi.org/10.1007/s13412-024-00950-0
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DOI: https://doi.org/10.1007/s13412-024-00950-0