Examining the Socio-Cultural Factors, Other Barriers, and Facilitators of Pro-Environmental Behaviour among Singaporeans

Existing literature on pro‐environmental behaviour (PEB) has been instrumental in providing a plethora of reasons for the gap between environmental concern and action. However, two drawbacks can be observed. Firstly, PEB research from an Asian context is relatively scarce. With growing environmental degradation in Asian countries and inherent cultural differences between Western and Eastern cultures, the emphasis on Western populations is surprising. Secondly, most PEB related studies focus on the key constructs (e.g., attitude, subjective norm) of well‐known theoretical models such as the Theory of Planned Behaviour to determine whether they account for the variance in PEB intentions. But it is only by examining the antecedent beliefs can one explain why the variances are such. So far, inclusion and studying of antecedent beliefs are common only in health psychology but rare in the PEB literature. Based on these deficiencies, this research aims to examine the socio‐cultural factors, other barriers and facilitators of PEB from a Singaporean context by using the Integrative Model of Behavioural Prediction. A two‐phased sequential exploratory mixed method will be employed to achieve this purpose. This study is expected to extend existing body of knowledge on PEB by focusing on the antecedent beliefs and socio‐cultural factors.