Pro-environmental behavior (PEB) across different demographic compositions of the Bhutanese population

Pema Yangchen (), Marc Voelker (), Sureeporn Punpuing () and Viroj Tangcharoensathien ()
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Pema Yangchen: Mahidol University
Marc Voelker: Mahidol University
Sureeporn Punpuing: Mahidol University
Viroj Tangcharoensathien: Ministry of Public Health

Journal of Environmental Studies and Sciences, 2025, vol. 15, issue 2, No 8, 330-341

Abstract: 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.

Keywords: Pro-environmental behavior (PEB); Bhutan; Environmental demographics; Socio-psychological influences on PEB; Sustainable practices advocacy (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s13412-024-00950-0

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