Public Perceptions of Antarctica’s Role in Global Sustainability: Key Factors Influencing Environmental Preservation Intentions in Malaysia

Antarctica is important in regulating Earth’s climate, yet escalating anthropogenic carbon emissions and environmental degradation threaten its fragile ecosystems. Despite Malaysia’s growing involvement in Antarctic research, public awareness and engagement remain insufficient, limiting collective action towards environmental preservation. Grounded in the Theory of Planned Behaviour and augmented with cognitive and identity constructs, this study investigates the key psychological and social factors influencing Malaysians’ environmental preservation intentions concerning Antarctica’s global sustainability. Data were collected from 372 respondents via convenience sampling and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results reveal that intelligence and knowledge, readiness, environmental self-identity, attitude, subjective norms, and perceived behavioural control significantly predict environmental preservation intention, collectively explaining 72.8% of the variance. Despite Antarctica's geographic distance, these findings underscore the critical role of integrated cognitive, normative, and identity factors in shaping pro-environmental intentions. The study offers valuable theoretical contributions and practical insights for enhancing public engagement, informing policy development, and designing targeted educational interventions to foster sustainable behaviours in Malaysia and beyond.