EXTENDING THE NORM ACTIVATION MODEL FOR EXPLORING PRO-ENVIRONMENTAL BEHAVIOUR IN HEALTHCARE SECTOR

EXTENDING THE NORM ACTIVATION MODEL FOR EXPLORING PRO-ENVIRONMENTAL BEHAVIOUR IN HEALTHCARE SECTOR

Registration ID: IJNRD_225884

Published ID: IJNRD2407451

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Pradheeksha G.S

Pro-environmental behaviour, Norm Activation Model, mass media exposure, green work climate, healthcare.

The healthcare system that happens to be the largest contributor of biomedical waste seem to be struggling into pursuing a completely pro-environment agenda due to the nature of its operations. Accordingly, there is lacking in research pertaining to the aspect of pro-environmental behaviour (PEB) among healthcare workers. To gain a better understanding of the determinants of PEB among healthcare employees, this study examines the impact of the Norm Activation Model (NAM) components, specifically Awareness of Consequences (AC), Ascription of Responsibility (AR), and an individual's viable Personal Norms (PN), alongside the effect of Mass Media Exposure (MM), and perceptions of Green Work Climate (GC) on PEB. This study has been analysed via the partial least squares structural equation modelling with the data collected from 200 respondents working in all avenues of healthcare practices spread around Malaysia through purposive sampling. Results revealed that PEB can indeed be fostered via exploring the components of the NAM, and GC does pose a positive moderating effect in strengthening the relationship between PN and PEB amongst healthcare employees. However, mass media exposure fails to instigate awareness which in turn leads to a domino effect of not being able to evoke PEB amongst healthcare workers.

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"EXTENDING THE NORM ACTIVATION MODEL FOR EXPLORING PRO-ENVIRONMENTAL BEHAVIOUR IN HEALTHCARE SECTOR", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.9, Issue 7, page no.f503-f523, July-2024, Available :https://ijnrd.org/papers/IJNRD2407451.pdf

Volume 9 Issue 7, July-2024

Pages : f503-f523

Paper Reg. ID: IJNRD_225884

Published Paper Id: IJNRD2407451

Downloads: 000121124

Research Area: Social Science and Humanities 

Country: Bayan Lepas, Penang, Malaysia

Published Paper PDF: https://ijnrd.org/papers/IJNRD2407451.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2407451

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

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This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

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