Moral extension of the protection motivation theory model to predict climate change mitigation behavioral intentions in Taiwan

In this study, perceived moral obligations were included in the protection motivation theory (PMT) model to explain people’s intentions to participate in climate change mitigation behaviors. Empirical data and structural equation modeling results of a nationwide cross-sectional survey in Taiwan confirmed the higher explanatory power of the moral extension PMT model than that of the original PMT model. As expected, threat and coping appraisal of climate change affect protection motivation. In addition, perceived moral obligation affects protection motivation. This protection motivation enhances the intention to participate in climate change mitigation behaviors. The mediation effect of protection motivation was also verified in the moral extension PMT model. Practical implications and suggestions are proposed for the government and related authorities as well as environmental groups to encourage people to participate in climate change mitigation behaviors.