International Journal For Multidisciplinary Research

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Extending the Norm Activation Model for Exploring Pro-environmental Behaviour in Healthcare Sector

Author(s) Pradheeksha G S
Country Malaysia
Abstract The healthcare system that happens to be the largest contributor of biomedical waste seem to be struggling into pursuing a completely pro-environment agenda due to the nature of its operations. Accordingly, there is lacking in research pertaining to the aspect of pro-environmental behaviour (PEB) among healthcare workers. To gain a better understanding of the determinants of PEB among healthcare employees, this study aims to examine the impact of the Norm Activation Model (NAM) components, specifically Awareness of Consequences (AC), Ascription of Responsibility (AR), and an individual's viable Personal Norms (PN), alongside the effect of Mass Media Exposure (MM), and perceptions of Green Work Climate (GC) on PEB. Partial least squares structural equation modelling (PLS- SEM) has been utilised to analyse the data collected from 200 respondents working in all avenues of healthcare practices spread around Malaysia through purposive sampling. Results revealed that PEB can indeed be fostered via exploring the components of the NAM, and GC does pose a positive moderating effect in strengthening the relationship between PN and PEB amongst healthcare employees. However, mass media exposure fails to instigate awareness which in turn leads to a domino effect of not being able to evoke PEB amongst healthcare workers.
Keywords Pro-environmental behaviour, Norm Activation Model, mass media exposure, green work climate, healthcare
Field Sociology > Health
Published In Volume 6, Issue 3, May-June 2024
Published On 2024-06-08
Cite This Extending the Norm Activation Model for Exploring Pro-environmental Behaviour in Healthcare Sector - Pradheeksha G S - IJFMR Volume 6, Issue 3, May-June 2024. DOI 10.36948/ijfmr.2024.v06i03.18905
DOI https://doi.org/10.36948/ijfmr.2024.v06i03.18905
Short DOI https://doi.org/gtzjq3
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