The Expanded Theory of Planned Behavior in the Context of Environmental Protection Behaviors for Undergraduates: Roles of Moral Norms and University Class Standings

The expanded Theory of Planned Behavior (ETPB) was applied to examine undergraduates’ environmental protection behaviors. Moral norms were applied into the model as the predictor of attitude, social norms and perceived behavioral control. The effects of different class standings were also examined. A questionnaire survey was conducted and 380 responses underwent data analysis using structural equation modelling. According to Model ETPB, perceived behavioral control and subjective norms were strongly affected by moral norms, while attitude was moderately affected by moral norms. Environmental protection behaviors was moderately affected by environmental protection intention, while environmental protection intention was moderately affected by perceived behavioral control which was the strongest predictor, followed by attitude and subjective norms. Invoking moral emotions through posters or peers leading by examples, which over time might internalize into moral norms, played an important role in positively affecting perceived behavioral control and subjective norms. This could be followed by simple and convenient programs creating a positive self-perception of the abilities to carry out environmental protection behaviors. When separated by class standings, perceived behavioral control was the strongest predictor for the freshmen class, while subjective norms were non-significant. For the class standing of sophomores and above, attitude was the strongest predictor.