Adopting Green Behaviors in the Construction Sector: The Role of Behavioral Intention, Motivation, and Environmental Consciousness

Non-renewable resources have been becoming scarcer on a global scale by the day, while energy demand has been rising exponentially. To tackle this problem, organizations worldwide have been striving to learn and adopt green practices to sustain themselves and benefit society. In this context, the current study aims to identify and understand the critical factors that encourage individuals working in construction organizations to adopt green behavior. The current study surveyed 121 top managers working in 150 construction firms deployed across Pakistan. It was found that knowledge and awareness significantly contributed to green behavioral adoption. Additionally, behavioral intention, motivation, and environmental consciousness have been found to positively mediate the impact of knowledge and awareness on green behavior adoption. The findings of this study highlight the important factors to consider when developing future policies. Moreover, the research provides a stepping stone for future researchers to evaluate other sectors and regions in similar contexts to draw comparisons and identify areas for improvement.