Understanding the attitude–behaviour gap in river conservation: Perspectives from urban riverside communities in Sabah

Christina Andin, Rosazman Hussin, Normah Abdul Latip, Colonius Atang, Haryati Abdul Karim

Abstract


River pollution remains a significant environmental challenge in Malaysia despite the implementation of numerous environmental awareness and river conservation programs. This study aims to examine the factors contributing to the attitude–behaviour gap in river conservation among urban riverside communities in Sabah through the lens of the Theory of Planned Behaviour (TPB). A qualitative approach was employed using semi-structured interviews with four senior residents living along the Petagas River in Kg. Contoh, Putatan, Sabah. The interview data were analysed thematically using both deductive and inductive coding approaches. The findings revealed that although the participants generally supported environmental education and river conservation initiatives, their pro-environmental behaviour was constrained by several interrelated factors. Subjective norms shaped by the normalisation of river pollution practices within the community reduced the perceived importance of conservation behaviour. In addition, perceived behavioural control was limited by economic pressures, time constraints, inadequate waste management infrastructure, and limited institutional support. The participants also perceived river pollution as a broader structural issue originating beyond their communities, which weakened their sense of environmental responsibility. The study demonstrates that environmental awareness alone is insufficient to promote sustainable behavioural change without addressing the wider social, cultural, and institutional realities influencing environmental behaviour. This study contributes to the literature by extending the application of TPB within the context of river conservation among urban riverside communities in Sabah and highlights the importance of integrating environmental education with supportive governance, community participation, and infrastructural development to achieve sustainable river conservation.

 

Keywords: Environmental education, pro-environmental behaviour, river conservation, riverside communities, Sabah, Theory of Planned Behaviour


Keywords


Environmental education, pro-environmental behaviour, river conservation, riverside communities, Sabah, Theory of Planned Behaviour

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