Factors Influencing the Attitude Toward Anti-Littering Behavior

Guided by the health belief model (HBM), the present study attempts to assess the influence of three major constructs of HBM namely perceived threat, perceived barriers, and perceived benefits on the attitude toward anti-littering behavior. In total, 750 individuals were interviewed at 34 locations across the states of New Delhi and Punjab in a field survey. Empirical research had been conducted through confirmatory factor analysis in AMOS 21.0 to classify the predictors of the four constructs according to their relative significance using the natural gaps in standardized regression weight values. Subsequently, path analysis has been used to test a series of hypotheses concerning the direct effects of perceived threat, perceived barriers, and perceived benefits on attitude toward anti-littering behavior. The findings of the study reveal that perceived barriers and perceived benefits have a significant influence on the attitude, whereas perceived threat does not have a significant influence on the attitude.