Main Article Content
Abstract
The present study aims to examine the effect of social influence on adoption of sustainable behavior among university students. Sustainability is the need of the hour due to emerging environment problems. To mitigate these problems, sustainable initiatives should be adopted by public to reduce the harmful effects of environment unfriendly activities. The sustainable behavior is determined by personal and contextual factors. In present study social influence which is shaped by norms and others’ influence has been analyzed to gauge the impact on adoption of sustainable behavior. The sample was comprised of 258 university students and collected data was analyzed statistically by using multiple regression analysis and frequency distributions. The results of the study described that social influence has positive significant effect on sustainable behavior of the students and personal norms has been emerged out as main predictors.