Proceedings of The International Conference on Advanced Research in Management, Economics and Accounting
Smog as a Trigger to Engage Sustainable Behavior of Young Generations
Nittaya Wongtada and Chirawan Chaisuwan
This study investigates toxic haze as a trigger in increasing eco-friendly behavior. A hazardous smog occurred in Chiang Mai, Thailand during January – April, 2019 provided a good opportunity to exam the connection between this incident and sustainable behavior. The theory of planned behavior and the Fogg’s behavior model were employed as the foundation in observing this phenomena. The online survey was used to collect the data from university students. The result indicates that the smog influences the young to step up their pro-environmental behavior. However, there are two groups based on their main rational for the behavior. The first group takes such action is because the smog impacts them severely, and they believe in the connection between the smog and other environmental problems. For the second group, the impact of smog is not as important as imitating the peer’s green behavior.
Keywords: sustainability, smog, trigger, behavior change, green behavior.