The Relationship between Knowledge, Attitudes, Values, and Technology in Promoting Zero-Waste Pro-Environmental Behaviour in a Zero-Waste Campus Framework

This study aimed to investigate the relationships between knowledge, attitudes, and values in promoting zero-waste, pro-environmental behaviour among the university campus community and how technology plays its role. A survey instrument was developed from the findings of earlier focus group discussions and in-depth interviews, which were based on the adaptation and adoption of previous studies, especially Kollmuss and Agyeman’s 2002 Model of Pro-Environmental Behaviour and a modified Knowledge-Attitude-Practises Model. Three hundred ninety-three respondent samples from Universiti Kebangsaan Malaysia, Universiti Putra Malaysia, and Universiti Sains Malaysia were analysed for their insights regarding their vision of a Zero-Waste Campus using the Structural Equation Modelling approach. The results show positive relationships between the five studied variables and the proposed hypotheses. Knowledge and attitudes serve as moderating variables, enhancing the strength of the causal effects of the related relationships. As the results show good significance, proper planning for integrating the studied variables and the proposed zero-waste campus framework can be used by university management, other institutions, or national-level agencies to develop an environment-specific plan to promote zero-waste, pro-environmental behaviour.