How does anticipatory trauma reaction and climate‐friendly behaviour make an affect at the individual level? The role of social norms and self‐efficacy

Abstract Climate change is unavoidable and requires serious consideration at both the organizational and individual levels. Climate change mitigation, reduction in greenhouse gas emissions globally and climate financing for developing countries and so forth are key issues and challenges toward environmental sustainability. This paper aims to develop a framework for climate‐friendly behaviour (CFB) for environmental sustainability from an individual perspective. The present study recognizes the role of social norms and self‐efficacy in developing positive behaviour toward environmental sustainability. On the proposed integrated CFB framework of value‐belief‐norms (VBN) and self‐efficacy theory, this study is a unique conceptual‐empirical scholarly development, examining individual‐level contemplation toward climate‐supportive policy measures. This research evaluates the relationship between anticipatory trauma reaction (ATR) and CFB in the presence of perceived social efficacy (PSE) and perceived social norms (PSN) as moderators and mediators. We have used the survey method to examine a sample of 238 respondents and assess the structural equation modelling analysis and PLS predictions using SmartPLS software. The findings indicate that climate change‐related anxiety‐driven ATR facilitates CFB among individuals. Next, the study adds value to VBN theory as the results also suggest that PSN improve ATR's positive impact on CFB. This work further expands the horizon of self‐efficacy theory by arguing that PSE transmits the positive effect of ATR on CFB. The study delivers many worthy theoretical and practical contributions toward climate change policies and environmental sustainability implications.