Determinants of Pro-Environmental Behavior by Using the Theory of Planned Behavior in Indian Context

Environment, in India, is currently under a great threat from the expansions of globalization, technologies, and a major shift in peoples life style that not conductive for a healthy abode which causes a constant disturbance in eco-system. In response to the growing universal environmental harms many calls for changes in how individuals should deal with the environmental issues. Based on this ground, the present study relied on the application of theory of planned behavior (TPB) to identify the individual’s beliefs that influence pro-environmental behavior which mitigate the environmental degradation. The 630 respondents from three major cities in Karnataka completed a questionnaire and SEM analysis revealed an excellent fit for the proposed TPB model; that attitude, subjective norm and perceived behavioral control together caused 72. 6 per cent of variance in the individual’s intention to engage in PEB, which in turn, cause 46.8 per cent of variance in actual pro-environmental behavior.