Motivation to pangolin conservation among Gen Z: applying the extended Theory of Planned Behavior

The study explores the factors influencing pangolin conservation intentions among Gen Z using the extended Theory of Planned Behavior (TPB). Despite ongoing conservation efforts, pangolins remain one of the most trafficked animals globally, facing severe threats from illegal wildlife trade. To address this, the research investigates the roles of attitudes, subjective norms, and perceived behavioral control, along with knowledge and experience, in shaping conservation behaviors. A quantitative approach was employed, utilizing a structured questionnaire to gather data from 377 respondents. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied for data analysis. The results show that subjective norms and perceived behavioral control are the most significant predictors of behavioral intentions, whereas attitudes, knowledge, and past experiences related to wildlife conservation or pangolins have a relatively weak influence. While they still have a positive effect, these factors do not influence the intention to engage in pangolin conservation behavior as strongly. These findings suggest that conservation campaigns should focus on leveraging social influences and enhancing individuals’ perceived control over their actions rather than solely increasing factual knowledge.