Pro-environmental behavior among university students: Integrating Norm Activation and Planned Behavior Models

Environmental issues are a pressing global concern, thus requiring a comprehensive understanding of behaviors that promote sustainability. This study examines pro-environmental behavior among Soegijapranata Catholic University students by integrating the Norm Activation Model (NAM) and the Theory of Planned Behavior (TPB). A quantitative approach was used through a closed questionnaire distributed to 280 students. Data analysis using Structural Equation Modeling (SEM) using AMOS 22.00 showed that pro-environmental intention is the most significant direct determinant of students' pro-environmental behavior (CR = 5.883, P < 0.001, and the value of direct influence is 0.728). This finding emphasizes the novelty of combining moral motivation from NAM and rational aspects from TPB, resulting in a more comprehensive analytical framework. Practical implications include designing interventions, such as educational campaigns and policies, to enhance pro-environmental behavior in higher education settings. This study provides theoretical contributions and practical insights to support sustainability efforts in academic institutions.