KAP model of reduce, reuse and recycle (3Rs): A case study of Malaysia

Although greener environment campaigns are promoted aggressively worldwide, today's youth continue to pay little attention to the concept of Reduce, Reuse and Recycle (3Rs). Youth play an important role in achieving a sustainable environment and successful sustainability programmes, particularly the 3Rs campaign. 3Rs is a critical element for long- term success for forging a greener and sustainable environment. Thus, it is vital to advance the role of young people in the 3Rs campaign and implementation. Besides, their involvement in national sustainable agendas is also crucial in promoting a greener environment. This study analyses the relationship of the knowledge, attitude and practice (KAP) model of 3Rs with a survey involving 282 students at Universiti Tunku Abdul Rahman (UTAR) conducted to achieve this aim. PLS- SEM was used to develop a relationship model of the three constructs, namely the 3Rs’ knowledge, attitude and practice. A significant association and positive relationship were found at both 3Rs’ knowledge and attitude paths and 3Rs’ attitude and practice. Students equipped with 3Rs’ knowledge achieved higher awareness of 3Rs in their attitude. In turn, they are more likely to execute 3Rs’ practices in their university. Both university and industry in Malaysia should elevate the awareness of 3Rs towards the young generation, especially. Once students are committed to the 3Rs in university, they are more likely to persist the good practice of 3Rs in their career.