Value Behaviour Norm Theory Approach to Predict Private Sphere Pro-Environmental Behaviour among University Students

Despite the fact that university students have significant potential to influence the future state of the environment, few academic researchers have focused on environmental behaviour among university students in less developed and developing countries. In the extant literature, there is a need to assess the significance of value behaviour norm theory in different ‘private-sphere’ or ‘daily life’ human behaviours. This paper aimed to assess a possible chain effect between individual values, environmental consciousness and personal norms to promote private sphere Pro-Environmental behaviour among university students. (N = 267). Multiple regression analysis results revealed that Altruistic Values (AV), Egoistic Values (EGV), New Ecological Paradigm (NEP), and Ascription of Responsibility (AR) significantly predicted Pro-Environmental Behaviour (PEB). However, Biospheric Values (BV), Awareness of Consequences (AC), and Personal Norm (PPN) do not significantly predict Pro-Environmental Behaviour (PEB). The Value Behaviour Norm Theory (VBN) model explained a significant amount of variance (65.6 %) in predicting Private Sphere Pro-Environmental Behaviour in University Students. Results indicate that University students may benefit from awareness programs on the VBN model which may improve their Pro-Environmental behaviour.