GREEN INITIATIVES OF HIGHER EDUCATION INSTITUTIONS (HEIS) AND STUDENTS' WILLINGNESS TO PARTICIPATE IN GREEN ACTIVITIES: A STUDY IN PAKISTAN

Educational Institutions are expected to play their role in order to save the environment for current and future generations. Drawing on theory of planned behavior, this research aims to evaluate the impact of HEI's green initiatives on students' attitude and willingness to participate in green activities. Under the philosophical assumptions of positivism and using quantitative approach, data was collected from 281 students in different HEIs of Pakistan. Data was analyzed using Smart PLS techniques. Results indicate that HEIs’ green initiatives have a positive impact on students’ attitude towards environmental concern. Similarly, relationship between students’ attitude towards environmental concern and their willingness to participate in green activities was also found positive. However, emotional affinity toward nature did not moderate the relationship of attitude toward environmental concerns and willingness to participate in green activities. Implications for HEIs and policy makers have also been discussed. Keywords: Sustainable Development Goals; Higher Education Institutions; Green Initiatives; Attitude toward environmental concerns; Emotional affinity toward nature; Willingness to participate in Green activities&nbsp