A joint study by Chinese and Pakistani researchers has found that public attitudes, social norms and climate awareness play a key role in shaping environmentally sustainable behavior in both countries.
The research was conducted by Zahida Iqbal, Liu Youjin and Najid Ahmad of the School of Business, Hunan University of Science and Technology, China, along with Haroon Imtiaz from the National University of Sciences and Technology (NUST), Islamabad.
The study was published on March 11 in Frontiers in Psychology, a peer-reviewed international academic journal by Frontiers Media that focuses on behavioral and social science research. The study analyzed survey data from 380 participants in China and Pakistan, focusing on behaviors such as energy saving, waste sorting and reducing single-use plastics.
The study states that “intentions related to climate change were positive and significantly associated with all three targeted behaviors.”
Using the Theory of Planned Behavior, the researchers examined how different psychological factors influence environmental action. According to the paper, “attitudes, perceived behavioral control, subjective norms, and climate change concern are significant predictors of pro-environmental intention.”
The study also identified notable differences between the two countries. It found that “attitudes and climate change concern in China significantly predict environmental intention,” whereas “in Pakistan, environmental intentions significantly predict single-use plastic use behavior.” These findings suggest that while mindset and concern play a stronger role in shaping intentions in China, behavioral outcomes in Pakistan are more directly driven by individuals’ intention to act.
The findings suggest that structural and institutional factors may influence how awareness translates into action in each country.
The researchers emphasized the importance of strengthening environmental policies and public engagement. The paper highlights that “fostering sustainable behavior at the individual level emerged as a vital strategy to fight against climate change and lead to environmental progress.” It also underscores that promoting energy saving, waste management and plastic reduction align with global sustainability goals and ongoing China-Pakistan cooperation efforts. The study concludes that “the findings highlight the evolving adoption of eco-friendly practices and emphasize the need for environmental policies to enhance pro-environmental behavior.”
