The role of personal moral obligation and policy and social propaganda on the pro-environmental intentions and behaviors of Jordanian households: An extension of the theory of planned behaior

Human activities are primarily responsible for global environmental issues with climate change as a key aspect. Households are a crucial contributor to the climate change issue. The variables impacting households’ pro-environmental intentions and behaviors largely remain unknown. The literature highlights the significant contribution of households’ intentions and behavior in climate change alleviation. The study analyzes the variables affecting the pro-environmental intentions and behaviors of Jordanian households by employing the Theory of Planned Behavior (TPB). The addition of variables such as personal moral norms, and policy and social propaganda further extended its scope. The probability random sampling method was used to accurately represent the Jordanian population. Data were collected randomly via an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results revealed that pro-environmental behaviors and policy and social propaganda determine the pro-environmental behaviors of Jordanian households. Moreover, personal moral obligation, perceived behavioral control, and policy and social propaganda positively impacted the intention. The results provide support to policy makers in promoting environmental behaviors.