Psychological determinants of pro-environmental behavior among environmental volunteers in Taiwan: a TPB and VBN approach

Introduction Understanding the psychological mechanisms that drive pro-environmental behavior is essential for advancing environmental psychology and improving volunteer-based environmental programs. This study investigates how cognitive, affective, and behavioral components of environmental literacy shape ecological action among environmental education volunteers in Taiwan, with the objective of identifying sequential pathways linking environmental awareness, knowledge, attitudes, action skills, and pro-environmental behavior, as well as examining whether demographic characteristics influence these pathways. Methods Guided by the Theory of Planned Behavior (TPB) and Value-Belief-Norm (VBN) models, a structured questionnaire was administered to 921 certified environmental education volunteers across Chiayi, Taichung, and Hualien. The sample comprised 62.4% females and 37.6% males, with a mean age of 53.7 years (SD = 12.8). Measures included environmental awareness, knowledge, attitudes, action skills, self-reported behavior, and demographic variables. Hierarchical regression and moderation analyses were conducted. Results Hierarchical regression analyses revealed a robust sequential pattern in which environmental awareness significantly predicted knowledge (β = 0.41, p < 0.001), knowledge shaped attitudes (β = 0.36, p < 0.001), attitudes enhanced action skills (β = 0.39, p < 0.001), and action skills emerged as the strongest predictor of pro-environmental behavior (β = 0.47, p < 0.001). Moderation analyses further indicated that age, gender, and education level did not significantly influence these pathways (all p >0.05), demonstrating a consistent psychological structure across demographic groups. Discussion These findings validate TPB and VBN mechanisms within community-based environmental education and highlight the critical role of procedural competence and perceived behavioral control in transforming intention into action. Practically, the results provide evidence-based direction for governmental agencies, NGOs, and community organizations to design training programs that integrate skill-building, strengthen volunteer self-efficacy, and enhance the effectiveness of environmental action in real-world sustainability initiatives.