A Longitudinal Investigation Of Environmental Knowledge And Pro-Environmental Behavior: Moderating Role Of
Knowledge Sharing Knowledge Hiding Attitudes
Rahayu Puji Suci a,1, Teddy Chandra b,1
a Universitas Widyagama, b Pelita Indonesia Institute of Busines and Technology, Indonesia
1 [email protected], 2 [email protected]
* corresponding author
I. Introduction
Research reveals the drastic impact of various human activities in creating environmental issues;
hence, humans' bad behavior is considered a significant predictor of environmental problems worldwide, as determined by many sociologists [1]. Simultaneously the significance of environmental knowledge reveals the part each individual can play in reducing environmental pollution [2]. As a result, researchers and policymakers all over the globe are working to spread awareness about environmental problems [3], [4]. This notion also prioritizes the issue of the environment as a part of public debates on a large scale [5]. Engaging in environmental-friendly activities and buying products made of natural ingredients and non-toxic elements are termed Pro-environmental Behaviors (PEB) [6], [7].
Moreover, researchers reveal the significance of various internal or external factors impacting an individual's PEB or society [8], as [9] studied the role of sentiments and beliefs as important determinants of pro-environmental behaviors. At the same time, [10] stated that environmental knowledge positively influences individuals’ behaviors. Besides, individuals' know-how about environmental problems and issues is linked with various human activities and behaviors [11]. From a learning-based perspective, knowledge is considered the most tenaciously valuable source while providing several benefits in innovation and performance at the organizational and individual levels [12].
Moreover, the literature review shows that previously, the scholars assessed environmental knowledge's role in determining pro-environmental behaviors; however, mixed findings were extracted. For example, [13] and [14] depicted that environmental knowledge is not significantly linked with PEB. On the other hand, researchers like [11], [15] revealed that environmental knowledge minimizes the harmful impacts of individuals' fingerprints on the environment, an important factor to
ARTICLE INFO A B S T R A C T
Article history:
Received 31 Ags 2022 Revised 6 Sept 2022 Accepted 13 Okt 2022
The rapidly growing population and modern living standards are causing more and more resource depletion in personal, household, and industrial consumption areas resulting in environmental challenges. Therefore, there is an intense need to investigate the various triggering factors and moderators influencing individuals' pro-environmental behavior and attitudes. Thus, the influence of environmental knowledge on the citizens' pro-environmental behavior has been examined, and the moderating role of knowledge sharing, and knowledge hiding has also been empirically tested. Surveying 582 citizens of Malang, Indonesia, at two different times for six months showed that environmental knowledge is positively and significantly associated with pro- environmental behavior. Moreover, based on the norm’s activation theory, the interactive effect of knowledge sharing with environmental knowledge has been found to enhance pro-environmental behavior. In contrast, results revealed that knowledge hiding when interacting with environmental knowledge of the citizens affects their pro-environmental behavior negatively. Thus, it depicts the negative outcomes of knowledge hiding with multiple managerial and theoretical implications.
Copyright © 2022 International Journal of Artificial Intelegence Research.
All rights reserved.
Keywords:
Environmental Knowledge, Pro-Environmental Behavior, Knowledge Sharing, Knowledge Hiding attitudes.
be considered. In contrast, recently, [16] could not recognize the relationship of environmental knowledge with the PEB of Greek citizens. Simultaneously,[17] conducted research among Chinees residents and revealed a positive influence of environmental knowledge on their PEB.
Thus, this controversy in findings points towards some moderators in this relationship of knowledge and behavior. The current study focused on this gap to verify these conflicting results regarding the influence of environmental knowledge on Indonesian citizens' PEB. According to the world bank report 2017, Indonesia has been identified as one of the most vulnerable Asian countries that can be affected by climate change hazards; flirts dot landslides, and sea-level rise constitutes the hazards affecting poor economies deciding on the coast while depending on forestry fisheries and agriculture for their survival. However, it has been estimated that with the Indonesian government’s right adaptation measures, by 2050, climate change will no more be as dangerous as it is now; in fact, numerous benefits will be extracted from it (Natakoesoemah; Adiarsi, 2020).
This study has been performed among the citizens of Malang city in Indonesia. This city is considered one of the most favorable tourist destinations in Indonesia. Besides, due to a heavy amount of rainfall throughout the year, the local government and the citizens prioritize the environmental protection of the area based on the high number of tourists visiting the area [18]. As a result, environmental threats increase in the area due to plastic and water waste. It further calls for environmental safety and actions on an immediate basis (Natakoesoemah; Adiarsi, 2020). Hence, choosing Malang city as a destination for the current research is based on the citizens' awareness of the environmental concept. Therefore, determining the influence of environmental knowledge on individuals' PEB would be a valuable advance in the existing literature. Simultaneously, the extent to which knowledge sharing accelerates the individuals’ pro-environmental behavior is important to study [19]. Similarly, to what extent knowledging hiding may hinder or affect their pro-environmental behaviors. Thus, answering these important questions in the most vulnerable area for environmental issues will bring a valuable addition to the literature in multiple ways.
Simultaneously, the current study has uniquely investigated the role of knowledge hiding and knowledge attitudes in shipping to prove the environmental behaviors of the individuals. Nowadays, scholars are paying greater attention to the knowledge-sharing concept, which is based on the spread of knowledge inherited or acquired from others [20]. Both transmission and absorption processes are included in it via internalizing knowledge through knowledge-collectors and externalizing knowledge through knowledge posters [21]. Moreover, based on its sharing nature, knowledge can be delivered from one person to another, leading to groups and generations [22]. Besides, as it is a voluntary action, most people do not want to share their knowledge [12], i.e., where there is more competition, the fear of status, power, and competitive advantage hinders the individuals from sharing their knowledge with others, most individuals feel reluctant to share their knowledge due to the fear of status, power, and competitive advantage [23][24]. Thus, achieving successful knowledge sharing from an individual is difficult, particularly when no intrinsic reward is associated with it [25].
In this context, Knowledge hiding has gained much attention in recent years. [26] conceptualized it as "an intentional attempt by an individual to withhold or conceal knowledge that another person has requested." There is a gap in the role of knowledge sharing, and knowledge hiding can play in examining the impact of environmental knowledge on individuals’ pro-environmental behavior. Most researchers tried to find the predictors or the consequences of knowledge hiding in organizational context either among the top-down management or the coworkers[26]–[29]. Thus, to bridge this gap in the literature, the current study has been conducted to check the predictive differences of the interactive effect of knowledge sharing and knowledge hiding with environmental knowledge to examine proven environmental behaviors of individuals following longitudinal survey methodology being another important advance of this study to investigate the causal relationship among the study constructs.
Moreover, the current study is based on the norm activation theory (NAT), which focuses on the normative sides of an individual's acts with specific attitudes to establish environmentally friendly behavior [30]. Besides, norm activation theory explains environmentally friendly and altruistic behavior [31]. Thus, it has been assumed that environmental knowledge shapes individual behaviors following the norms and results in environmental-friendly behaviors. Moreover, these norms encourage an individual to share knowledge and discourage hiding knowledge from others. Thus, based on the norm activation theory, the current study aims to;
1. Examine the influence of environmental knowledge on PRB.
2. Investigate the moderating role of knowledge sharing and knowledge hiding between the association of environmental knowledge and PEB..
II. Methods
The current study's main aim was to find out the interactive impact of knowledge sharing and environmental knowledge and additionally knowledge hiding and environmental knowledge to enhance pro-environmental behaviour among the citizens of Malang, West of Java Provinces, Indonesia. Malang city is one of the largest city of West Java Province in Indonesia (Puji & Chandra, 2021). With reference to the 2020 statistics, the population of the Malang is 874,890 based on the official estimates of 2020.
The sample was obtained utilizing a “multistage random sampling technique”. For data collection purpose, the entire city was divided into five administrative units and communities. Then those areas of public locations where there is more density of educated class were identified with the help of Town and Country Planning's list of communities. Hence, the respondents were randomly selected to ask the general questions to know about their understanding level of environmental issues and sustainability concepts. In the case where selected respondents were reluctant to participate in the survey, the next possible options were approached. Population imbalances in communities were overcome; the number of respondents was chosen based on the number of public locations and population density. Also, based on the respondents' voluntary willingness to participate in the longitudinal survey, they were ensured about the anonymity of their response as well as authors briefed them about the reason to conduct the current survey.
Moreover, based on initial interaction, when the authors were satisfied that respondents were aware of the sustainable environmental concept and could answer the survey adequately, they were further inquired about the respondents' English proficiency. Those who qualified for the basic criteria of understanding the English language were handed over a survey to record responses. The questionnaire's language was English, which the Indonesian citizens well understand because, since the primary level, it is taught in Indonesia. Hence, the originally developed survey with good, reported reliability were adopted. Also, strict adherence to Covid-19 precautionary measures was ensured while interacting with respondents.
Starting at Time 1 on August 01, 2020, the initial contact was established at 20 different locations in the city, which were identified based on the procedure mentioned above. At this stage, the study authors also saved their contact information to follow up and participate in six months-long surveys at two different times. This procedure was followed for all 20 identified locations to collect 1000 filled surveys in 02 months. The Time 01 survey was completed on September 25, 2020. The items related to contact details, respondents' demographic information, ten items to measure environmental knowledge, 04 items to measure knowledge sharing, and 05 items to measure knowledge hiding attitude were included in this survey.
As the survey, Time 1, was initiated in August 2020, Time 2 was initiated exactly after 06 months, starting from January 01, 2021. This time all 1000 respondents were contacted again to fix the time and fill up the remaining part of the survey, which comprised four items measuring pro-environmental behaviors. After two months of starting the Time 2 survey, out of 775 questionnaires, 610 were received back. After careful screening, 17 questionnaires were incomplete, and 19 reflected unusual patterns reflecting the respondents' unengaged behavior while filling the questionnaire. Therefore, they were not considered for the analysis purpose. Hence, the remaining 574 complete responses were included in the analysis, with a response rate of 74.61%.
A. Measures of the Study
A four-item scale by [32], [33] measured pro-environmental behavior. Whereas ten items of the Chinese environmental knowledge scale (CEKS) by [32], [34] were used to measure environmental knowledge. Besides, 4-item adapted from [35] were used o access the knowledge sharing. Finally, Peng (2013) developed a five-item scale to assess the knowledge hiding attitude among the public.
B. Respondents Profile
the demographic characteristic of the study participants revealed that 39.3% of the participants were females as compared to 61.7% males. At the same time, 42.5% of the respondents were unmarried, and 57.5% were married. Besides, participants belong to an age bracket of 18 to 70 years with a mean value of 36.23 years (SD = 7.13). Simultaneously, 53.3% of the respondents were graduates, 30.7% were undergraduates, and 16% were postgraduates. Whereas in terms of occupation, 21.3% of participants reported as students, 28.5% were self-employed, 27.4% were employees, 17.3%
were searching for jobs, and 5.4% reported their occupation as others. Moreover, 92.5% of the participant had enough knowledge of environmental issues and problems, representing a good sample for the current study measuring the pro-environmental behaviors of the citizens in the area..
III. Result and Discussion
The current study employed “Structural Equation Modeling (SEM) analysis in SmartPLS 3.3.0”
software. The analysis revealed that participants' education and gender positively impacted their pro- environmental behaviors; hence both demographic characteristics were controlled while conducting the regression analysis.
A. Assessing the measurement model
Researchers of the current study used SmartPLS3.3.0 to perform confirmatory factor analysis and authenticate the hypothesized relationships. For assessing the reliability of the study, constructs
"Cronbach's α (CA)" and "composite reliability (CR)" were examined [36]. Table 1 presents the reliability of all the study variables. Simultaneously, factor loadings of the study constructs reveal that all the items are loaded on their underlying variables with values in a prescribed range, i.e., =>0.65.
Moreover, the AVE "Average variance Extracted" of latent constructs >0.50 for all study variables establishes the "convergent validity " of the constructs [36].
Table 1. Validity and Reliability Results
ITEMS/VARIABLES FACTOR LOADINGS AVE CR CRONBACH'S Α
1 2 3 4
Environmental Knowledge 0.527 0.899 0.811
EK1 0.722
EK2 0.717
EK3 0.768
EK4 0.706
EK5 0.771
EK6 0.730
EK7 0.651
EK8 0.734
EK9 0.718
EK10 0.662
Knowledge Sharing 0.526 0.814 0.783
KS1 0.728
KS2 0.713
KS3 0.789
KS4 0.668
Knowledge Hiding 0.544 0.856 0.779
KH1 0.738
KH2 0.709
KH3 0.733
KH4 0.779
KH5 0.727
Pro-Environmental Behavior 0.597 0.857 0.806
PEB1 0.721
PEB2 0.772
PEB3 0.826
PEB4 0.769
a. "Note: CR, composite reliability; AVE, average variance extracted."
B. Discriminant Validity
The researchers use the “Heterotrait-Monotrait (HTMT) ratio” to access the “discriminant validity”
of the study constructs (Sarstedt; Ringle; Hair, 2017). The “HTMT ratio” values are presented in Table 2, where all the values are under the threshold range (less than 0.9) for all the correlations. This reflects no issues of multicollinearity among the study constructs.
Table 2. Multicollinearity Tests (HTMT ratio)
CONSTRUCTS MEAN STD. 1 2 3 4
Environmental Knowledge 4.07 0.59 0.725 Knowledge Sharing 4.12 0.51 0.521 0.725
Knowledge Hiding 4.09 0.61 0.533 0.444 0.737 Pro-Environmental Behavior 3.97 0.77 0.423 0.391 0.379 0.772
“Note: The square roots of AVEs of the constructs are shown in bold in diagonal.”
Fig. 1. Full Measurement Model
C. Structural Model Assessment 1) Direct hypothesis
In Table 3, the results presented show a positive and substantial association between environmental knowledge with pro-environmental behavior (ß = 0.220***, t = 4.624). Thus, fully supporting the H1 related to the positive relationship of environmental knowledge with PEB.
2) Moderation Hypotheses
For examining the moderating role of knowledge sharing and knowledge hiding attitudes, the interaction term of the moderators with independent variables virgin rated in SmartPLS 3.3.0 software utilizing the product indicator approach. The findings revealed a significant and positive impact of interaction term knowledge sharing*environmental knowledge on pro-environmental behavior. The findings also revealed a negative and significant effect of the interaction term, knowledge hiding*environmental knowledge on PEB. The R2 four interaction term and main model were also examined. The R2 further main impact of environmental knowledge on citizens' PEB was (R2=
0.291), whereas its R2 with the interaction term of knowledge sharing with environmental knowledge increased to (R2 = 0.402). This change in R2 presents that adding the interaction term has increased the level of citizens’ PEB by 11.10%. In contrast, including an interaction term of knowledge Hiding
*environmental knowledge negatively impacted the citizens' pro-environmental behavior by decreasing the explanatory power by 10.67%. Moreover, the moderating results are also presented in figures 2 and 3.
Fig. 2. Interaction plots for the interactive effect of knowledge sharing and environmental knowledge sharing
Figure 2 presents that the people with having a higher level of knowledge-sharing attitudes are more inclined to transfer their knowledge to others and depict PEB. This can further be explained with the help of a steeper gradient for a high level of knowledge-sharing attitude. This further reflects the caring attitude of the people towards their environment, which further motivates them to share their knowledge with others to save their environment and sustain their natural reserves. These findings supported H2 of the study.
Fig. 3. Interaction plots for the interactive effect of
knowledge
sharing and environmental knowledge hiding.Figure 3 shows that the line presenting a more knowledge hiding attitude has a more inclined gradient compared to depicting low knowledge hiding attitude for the influence of environmental knowledge and PEB. It further reflects that the people with the habit of hiding their knowledge of environmental issues and ideas to keep a pollution-free environment are less concerned about the environment as they do not care how others treat it. These findings further support H3 of the study.
Table 3. Hypothesis Testing Results
Where: EK = Environmental Knowledge; KS= Knowledge Sharing; KH = Knowledge Hiding PEB= Pro-environmental Behavior
Fig. 4. Full Structural Model
D. Findings
Established on the norms activation theory current study aims to address the issue of contradictory findings regarding the link of environmental knowledge with PEB. The results showed the positive impact of environmental knowledge on individuals' PEB. These results further depict the importance of environmental knowledge in shaping the positive behaviors of the individuals in favor of the environment where they prefer to save the natural resources and minimize the waste of energy and other resources. Previously, scholars have also reported the importance of environmental knowledge among individuals to buy and curtail the use of energy and nonrenewable resources [15], [17], [37].
These results further show that individuals with more knowledge about environmental crises care more about the surroundings and save nonrenewable resources. Simultaneously, this study is organized among the people of “Palangka Raya City,” which is a tourist destination and one of the coastal areas predicted by the World Bank 2009 to be more vulnerable to various disasters. At the same time, the current statistics of the environmental situation in Indonesia reveal that the Indonesian government has been taking special measures to spread awareness among the citizens of such areas to educate them about the harmful effects of human activities on the environment and the resultant depletion of natural resources [38], which further motivate them to behave pro-environmentally.
The results also showed a positive contingent impact of knowledge sharing in enhancing the impact of environmental knowledge on citizens’ PEB. Previously, researchers have stated the contingent impact of knowledge sharing in organizational contexts and consumer studies where knowledge sharing can enhance the positive behaviors among individuals. Simultaneously, the current study advances the existing theory and literature while proving that individuals with environmental knowledge behave more pro-environmentally when sharing that knowledge with their fellows and the people around them. Moreover, they are internally satisfied with the fact that this knowledge will help them engage in environmentally friendly actions and persuade their fellows to protect the
Hypotheses Std. Beta t-Value p-values Findings
H1 EK→ PEB 0.220 4.624 0.000 Supported
H2 KS*EK→ PEB 0.150 3.559 0.002 Supported H3 KH*EK→ PEB -0.113 3.110 0.006 Supported
environment. This further shows that the main motivation behind knowledge sharing among such people is the welfare of the society and the whole region.
Finally, the findings also depict the contingent impact of knowledge hiding in decreasing the positive influence of environmental knowledge on pro-environmental behaviors. Very little evidence is available regarding the association of knowledge hiding with positive outcomes. Thus, this study contributes to the marketing literature, presenting that when knowledge hiding interacts with people's environmental knowledge, it decreases pro-environmental behavior. These results are based on the definition of knowledge hiding and its negative outcomes and demonstrate that knowledge hiders are less motivated people who care about their personality and success and ruin their relationship with fellows [39]. Besides, knowledge hiding is a psychological trade that hinders him from sharing important knowledge with others, thus leaving that person isolated [40]. Therefore, it has a negative impact on the overall positive behaviors. Hence, the government's administrative departments and local authorities should motivate citizens two disseminate their knowledge to others instead of hiding it. This can be achieved but highlighting the drawbacks of knowledge hiding particularly its consequences of impacting environment. simultaneously this objective can be achieved by educating the people in educational institutions and training centers.
E. Theoretical Implications
There are several contributions of this study to existing literature. First, the current study adds to the theory and literature while answering the ambiguous questions related to the role played by environmental knowledge in developing and enhancing pro-environmental behaviors among individuals. The positive findings suggest that it is important to train the individuals related to the environmental problems and issues to enhance their knowledge, as the knowledgeable people want to buy the green products and curtail the use of nonrenewable resources and energy. Secondly, focusing on the environmental studies context, this research investigated the contingent influence of knowledge sharing between the association of individuals’ environmental knowledge and their pro-environmental behaviors. The researchers can utilize the same line of research in future studies to examine the contingent impact of knowledge sharing to develop and enhance individuals' pro-environmental behaviors. Thus, this research advances by grouping knowledge management and environmental sciences constructs to bridge the gap between two major research domains.
Another important theoretical advance of this study is that it is grounded in the norm’s activation theory, demonstrating the normative and altruistic side of the citizens with knowledge about the environment and converting that knowledge into environment-friendly behavior. Also, the theory describes the constructive impact of knowledge sharing in enhancing people's pro-environmental behavior. It also explains how people's negative thoughts or hostile acts can hinder their positive behaviors; thus, it can check other determinants and underlying mechanisms of environmentally friendly behaviors. The use of NAT in an integrated framework that combines management, knowledge management, and environmental sciences in one study is an important theoretical advance of this study.
Finally, examining the contingent impact of citizens’ knowledge hiding to hinder the impact of environmental knowledge on their prone moment behaviors is a novel role of this research that is scant in the existing literature. The results revealed the significance and serious influence of knowledge hiding on citizens' attitudes and behaviors in terms of environment and association with other people.
Thus, this study advances the field by using this construct along with knowledge sharing to answer multiple unanswered questions in pro-environmental behavior research.
F. Practical Implications
The government's practitioners and administrative bodies can extract valuable insights from the current study. First, this study was organized in “Palangka Raya city,” an area where many tourists visit all over the year and continuously exploit the area's resources. Hence, several factors can pollute the city's environment, resulting in two depletions of resources and water loss. Therefore, it would be of great help for the management authorities to check the awareness level of the residents related to the environmental problems and issues so that they can be motivated to share that awareness with their fellows to encourage them to buy sustainable products and minimize the use of natural resources including the energy reserves.
Secondly, the results of the study showed that knowledgeable people are environmental-friendly.
Hence, the government authorities and policymakers should invest the resources to enhance the people's knowledge and guide them on how they can protect the natural reserves and the environment for a longer period to make them sustainable for the next generations. This can be done by making environmental studies compulsory from elementary school to the university education level.
Moreover, various awareness programs such as seminars, webinars, events, and sponsorship marketing activities can motivate people to use their knowledge to behave pro-environmentally.
Third, based on the study results, citizens can be motivated to share their environmental knowledge with others as their actions not only impact the environment but also indirectly impact their lives.
Fourth, people should buy environmentally friendly products when governments make them affordable while offering discounts and comparatively lower prices so that people with lower purchasing power can also buy such products and spread positive word of mouth about them. Finally, in addition, to buy organic/environmental-friendly products the people should be motivated to limit their use of resources, for instance, water, gas, electricity, and other such nonrenewable resources, to make them available for a longer period so that their future generations can also enjoy such resources
IV. Conclusion
The empirical testing of moderating influence of knowledge hiding and sharing between the link of environmental knowledge with PEB is among the major advances of the current study. However, it also has some limitations that need to be addressed to extract valuable theoretical and policy insights in the study area. This study has tested only one predictor of pro-environmental behavior, and how knowledge sharing, and knowledge hiding interact with environmental knowledge to accelerate or suppress the pro-environmental behavior is empirically tested. In the future other predictors, such as environmental concern, social norms, cultural values, and other external factors that can affect the pro-environmental behavior among the citizens, can be examined. Also, these variables' interactive effects can be checked with knowledge sharing and knowledge hiding to explore the predictive differences. Moreover, the current study investigated the direct influence of environmental knowledge on PEB. In future studies, the underlying mechanisms through which environmental knowledge leads to pro-environmental behavior can be explored to facilitate the policymakers to deal with the public behaviors. In addition, the researchers can use other research techniques, including focus group discussions, interviews, and observations, to explore factors that affect the environmentally friendly behaviors of the individual. Finally, due to time and resource constraints, the data was collected from only one city, so future studies may conduct a multi-city and cross-cultural comparison to validate this research's generalizability.
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