Factors Affecting the Intention to Implement Pro-environmental Behaviors: A Case of Riverside Communities in Cotabato City Rivers, Mindanao Island, Philippines

Abstract

Rivers are known to be the emitters of waste in the world’s oceans. Most of the top ten rivers that contribute to the waste in the world’s oceans are situated in the Philippines indicating poor solid waste management in the country. Studies focusing on the pro-environmental behaviors among the riverside communities in the country are very limited. Thus, this study investigates the factors affecting the intention to implement pro-environmental behaviors among the riverside communities along the Cotabato City rivers, Mindanao Island. This study utilizes the Theory of Planned Behavior (TPB) model to determine the factors affecting the intention to implement pro-environmental behaviors (n = 387). Results showed that Attitude (ATT) and Subjective Norms (SN) have significant direct effects on the intention to implement pro-environmental behaviors among the respondents. Moderation analysis showed that gender has significant effects on the relationship between Perceived Behavioral Control (PBC) and Intention (IN) to implement pro-environmental behaviors. The results of this study may provide insights into the policy design to promote and enhance the resident’s intention to implement pro-environmental behaviors for river conservation and protection. Extending the TPB model to assess other internal and external factors that may affect pro-environmental behaviors is recommended for future studies.