Pro-environmental Behaviours and Protection Motivation Theory: A Case of Two Universities in Bandung, Indonesia

Abstract: Maladaptive behavior towards the environment can threaten environmental conditions and this requires a more in-depth analysis. Students as part of the younger generation have the responsibility as educators, planners, and policy makers on environmental issues for a sustainable future so that research on university students’ pro-environmental behavior is needed. This study adopted a developed causal model of pro-environmental behavior based on Protection Motivation Theory (PMT) in a sample of 363 Indonesian university students. This theory is expected to identify barriers and impulses in carrying out pro-environmental behavior. Based on the results, environmental attitude, self-efficacy, response costs, intrinsic and extrinsic rewards from maladaptive behavior to the environment, and perceived severity of respondents' have a direct and significant effect on pro-environmental behavior. In addition, perceived vulnerability has an indirect effect on pro-environmental behavior through the level of perceived severity. Improving pro-environmental behavior for students could be focused on environmental attitude and self-efficacy through environmental protection based on tested causal model. Keywords: pro-environmental behavior, protection motivation theory, environmental attitude, self-efficacy, perceived severity.