An explorative study of psychological and social factors impacting littering behavior in Vietnam

Frontiers in Psychology

article

Anran Zhang¹  Bo Pang²  Jeawon Kim²  Tuyet-Mai Nguyen²  Phong Tuan Nham⁴ 

[1] School of Economics and Management, Xidian University;Social Marketing @ Griffith, Griffith University;Department of Information and E-Commerce, Thuongmai University;School of Business Administration, VNU University of Economics and Business

关键词: Littering;    connectedness to nature;    social norms;    Environmental consciousness;    intention to stop littering;   

DOI  :  10.3389/fpsyg.2022.1025062

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

Littering is a worldwide problem and Vietnam is one of the most affected countries. To enact change, not only individual cognitive determinants but also social and nature-, or environment-related variables should be taken into consideration. Although there are a large body of literature researching littering, most research do not distinguish the level of these factors. Thus, this research aims to investigate the interactive mechanism of these different level factors influencing the intention of the Vietnamese to stop littering, with multi-level social ecological model used to guide model building. The data were collected through a self-reported online questionnaire and the Partial Least Squares Structural Equation Modelling (PLS-SEM) method was employed to examine the proposed conceptual framework. The results indicated that perceived behavioral control and connectedness to nature are the two main factors influencing the Vietnamese people’s intention to stop littering. Multi-group analysis results suggested the moderating effects of injunctive and descriptive norms. This research proposed a new conceptual framework and achieved unique insights into littering behavior in Vietnam, which could benefit and guide behavioral change experts, academics, and practitioners to design appropriate marketing strategy/campaign to reduce littering.

【 授权许可】

CC BY