Transforming to a low carbon society; an extended theory of planned behaviour of Malaysian citizens

• Published in: Journal of cleaner production 2019-10, Vol.235, p.1255-1264
• Main Authors: Kaffashi, Sara, Shamsudin, Mad Nasir
• Format: Article
• Language: English
• Subjects: Citizens' intention; Extended theory of planned behaviour; Low carbon society; Social contribution
• ISSN: 0959-6526; 1879-1786
• DOI: 10.1016/j.jclepro.2019.07.047

The current study was conducted to explore Malaysian citizens' intention towards the adoption of behaviours that support low carbon society. An extended form of Theory of Planned Behaviour was employed to research factors influencing citizens' intentions to adopt behaviours supporting a low carbon society in five urban areas of a highly congested part of Klang Valley, Malaysia. In addition to standard variables of attitudes, subjective norm and perceived behavioural control, the study included items such as past behaviour, moral obligations, modernity acceptance, environmental concerns, and government’s role. The results indicated that subjective norm has the most powerful influence on respondents' intention, followed by moral obligation, attitude and environmental concerns. Perceived behavioural control was, however, found to be insignificant. The impact of past behaviour, environmental concerns, modernity, and government’s role on perceived behavioural control then suggested the importance of these factors in ease of adaptability. The results of this study add to the wealth of information on the low carbon society in Malaysia by combining different variables that are significant determinants of citizens' intention to engage in low carbon activities. It also provides an important piece of information for Malaysian policy-makers to consider for low carbon society preparation; programs such as environmental awareness, policy interventions such as subsidies, and new technologies. Overall, the results of this study make it clear that the introduction of strategies and policies in Malaysia that concentrate on social contribution of all citizens from government to businesses and households is most likely to be successful in the move towards a low carbon society.