Nurturing eco-centric behaviour on campus: Barriers and motivators

In recent years, climate change and its impacts have taken centre-stage in the media as well as academic research. This has led to better awareness of the sustainability issue among the general public. However, studies have also shown that head knowledge is not necessarily matched by actual sustainable practice. The community plays an important role to effect lasting changes towards a more eco-centric behaviour. While research on this topic has been undertaken by various disciplines such as marketing and psychology, these have been done in isolation. The purpose of this paper is to draw together the knowledge from these well-established disciplines and identify the barriers and motivators to ecocentric behaviour. From here, a Six-P framework for nurturing eco-centric behaviours is developed. To illustrate the application of this framework, strategies adopted by green campus communities that reflect the Six-P framework are presented