Environment-friendly behaviour is essential for a sustainable development. The study is an attempt to fill the research gap by analysing the mediating role of environmental sensitivity (ES) and environmental attitude (EA) on the relationship between environmental knowledge (EK) and environmental behavioural intention (EBI). It aims to investigate the direct as well as indirect relationship between EK, ES, EA and EBI.
The data were collected from 466 university students representing northern region of India. The use of purposive sampling technique helped to reach the maximum number of respondents. The hypothesis was tested by applying partial least square structural equation modelling (PLS-SEM).
It was found that the relationship between EK and EBI was sequentially mediated by ES and EA. The study provides a model which would be instrumental in protecting the environment. It describes how the behaviour intentions of youth come into existence from EK.
The study is quite useful for making training schedules regarding environment protection specifically for the students. The study has various implications for the society as well. As the young students are a significant part of the society, the social communities can use this model to understand the various needs of the youth. It is likely to provide additional EK to the youth. The tested model explains how EK converts into EBI. The government and non-government agencies can use the model for chalking out environment protection strategy at the local as well as national level.
It is believed that this is the first study of its kind which highlights the causal links between EK, ES, EA and EBI. No doubt, certain studies were conducted by ascertaining the relationship between two or three of these variables, but none provided an insight into the direct and indirect relationship between these variables.
