Hometown And Ecological Behaviour: Is There Any Link?

Abstract

Human and business activities are having severe impact on our planet such as climate change and habitat destruction. Recently a increasing number of studies are demonstrating that human behaviour can play dominant role in mitigating the impact of human and business activities on our planet. One of the important behaviour for human is known as ecological behaviour. The objective of this study is to examine the linkages between individual's area of hometown on their environmental concern and ecological behaviour among undergraduates from private university in Malaysia. Based on the perspective of Value-Belief Norm (VBN) Theory, an empirical preliminary study of the determinants of ecological behaviour was conducted. A total of 77 undergraduates were used as a respondents in this study. This study proved that environmental concern improve ecological behaviour. Furthermore the area of individual hometown influence their ecological behaviour in positive directions. The results of this study will inspire further research to explore why the differences of individual's hometown area influence them to behave ecologically.