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Asia-Pacific Social Science Review

Abstract

This study investigated one of the learning materials of the World Wildlife Fund for Nature-Philippines and its effectiveness in promoting positive environmental behaviors among 99 Filipino 5th and 6th graders. The study examined if there was a significant difference in the environmental knowledge, attitudes, subjective norms, and behavioral intentions (BI) of the students after they read and studied the manual. The study also determined the correlation between the participants’ environmental knowledge-attitude, knowledge-norms, and knowledge BI. Lastly, this study measured how features of the manual—its language used, design, and content—influenced its effectiveness. Findings of the study show a significant increase in the students’ knowledge; however, no significant increase was shown for their attitudes, subjective norms, and BI. Results also show a positive yet insignificant correlation for the participants’ knowledge-attitude, knowledge-norms, and knowledge-BI. Additionally, regression analysis shows that none of the features of the manual significantly influenced the students’ knowledge, whereas content was found to be the greatest predictor of attitude, norms, and BI. The design was found to be a significant predictor of attitude and norms, whereas language is found to be a negative coefficient of the participants’ BI. Insights from the dyad interviews support these results.

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