The impact of citizen science on environmental attitudes, environmental knowledge, environmental awareness to pro–environmental citizenship behaviour

ABSTRACT

Pro-environmental behaviour is worth researching to understand the relationship between consumer behaviours and environmentally friendly consumptions. This research aims to investigate the impact of citizen science on pro-environmental citizenship behaviour when environmental attitude, environmental knowledge, and environmental awareness intermediaries in an emerging market like Thailand. The sample of 394 Thai citizens was collected from main provinces in different regions of Thailand, including Bangkok, Khon Kaen, Lamphun, and Phuket. PLS-SEM was employed to test the study hypotheses by applying the structural equation modelling approach to analyse the collected data. The main findings show that there was a positive impact of citizen science on citizen environmental attitude, citizen environmental awareness, and citizen environmental knowledge towards pro-environmental citizenship behaviour. The study also reveals that these mediated relationships play a pivotal role in translating environmental consciousness into actionable behaviours that support sustainable use and consumption. Furthermore, increased citizen environmental awareness plays a crucial role in recognising the urgency and importance of engaging in sustainable practices. Awareness acts as a catalyst, prompting individuals to reflect on their consumption patterns and lifestyle choices, ultimately leading to more environmentally friendly behaviours. Marketers may implement it with green marketing strategies by increasing more favourable to sustainable products within consumers.

KEYWORDS:

• Pro-environmental citizenship behaviour
• environmental attitude
• environmental knowledge
• environmental awareness

1. Introduction

Citizen science, a rapidly growing field, encompasses a purposeful collaboration where the general public engages in the scientific research process, contributing to knowledge generation (Alfaro-Ponce et al. 2024; Bird, Ballard, and Harte 2023). Fundamentally, it represents a deliberately structured collaboration that invites the general public to engage in the scientific research process, thereby facilitating the generation of knowledge (Criscuolo et al. 2023). More precisely, it encompasses those scientific endeavours where volunteers, lacking formal scientific training, actively contribute to the gathering, analysis, and sharing of data within a scientific project (Wu, Washbourne, and Haklay 2023). The dynamic relationship between human actions and environmental deterioration, covering aspects like climate change, pollution, and the loss of biodiversity, has been thoroughly explored (Swim, Clayton, and Howard 2011; Wynes and Nicholas 2017), highlighting the critical need to promote pro-environmental behaviour among individuals to move towards a more sustainable society. The urgency of addressing environmental sustainability is starkly evident in Thailand, faced with complex challenges including economic impacts and an increased occurrence of climate-related catastrophes (Hussain et al. 2023). In 2021, Thailand was ranked as the 9th most vulnerable nation out of over 180 countries to climate adversities (ONEP 2022), underscoring the immediate need for action. In response to this, there has been a surge in initiatives focused on conserving natural resources and fostering environmental stewardship, driven by a collective acknowledgement of the vital roles played by industries and consumers in mitigating environmental issues. In this context, this research poses two central research questions.

RQ1. In what ways does engagement in citizen science enhance environmental awareness, knowledge, and attitude among Thai citizens?

RQ2. How do environmental attitudes, knowledge, and awareness, fostered through citizen science, contribute to pro-environmental citizenship behaviour in Thailand?

The rationale for focusing on citizen science in the pursuit of pro-environmental citizenship behaviour lies in its potential to bridge the divide between scientific understanding and everyday life. Citizen science involves the public in scientific research, promoting a hands-on approach to environmental conservation (Alfaro-Ponce et al. 2024). This direct engagement helps demystify complex environmental issues, fostering a deeper understanding and a more profound sense of responsibility among participants (Speelman et al. 2023).

Recent literature on citizen science continue to affirm its profound potential in nurturing environmental attitudes, knowledge, and awareness among diverse communities (Hadjichambi et al. 2023; Hadjichambis et al. 2024; Vohland et al. 2021). The imperative for responsible consumption emerges from a confluence of escalating environmental challenges and the urgent need for sustainable practices (Sharma, Paço, and Kautish 2022). Engaging with citizen science initiatives has been consistently linked to heightened environmental literacy, fostering a sense of empowerment and agency among individuals (Hadjichambis et al. 2024). This active participation cultivates a readiness to engage in conservation efforts, echoing findings from earlier studies (Alfaro-Ponce et al. 2024) and reinforced by more recent research such as (Lin Hunter, Newman, and Balgopal 2023) and (Hadjichambis et al. 2024). Such engagement not only empowers individuals but also steers collective action towards sustainable practices, suggesting that citizen science initiatives are invaluable in cultivating a culture of environmental stewardship (McKinley et al. 2017). Moreover, new studies underscore the role of digital platforms in expanding reach and facilitating deeper community involvement in citizen science projects, further amplifying their impact on promoting sustainable behaviours (X. Chen et al. 2011; Sharpe, Perlaviciute, and Steg 2021; Tian and Liu 2022). These contributions highlight the evolving nature of citizen science – from a niche form of participatory research to a pivotal force in environmental advocacy and action. Yet, their applicability to environmental awareness, knowledge, and attitude because of citizen science has not been explored.

Our study seeks to delve into this innovative approach, positioning product feedback and improvement as a critical mechanism of citizen science. This method harnesses the collective insights and experiences of users to not only enhance product design and functionality but also to foster a deeper sense of ownership and involvement among participants. By integrating recent advancements in this field (Elrick-Barr et al. 2023; Zhang et al. 2023) with established theories of environmental stewardship (Johnson et al. 2014a, 2014b), this research aims to assess the role of citizen science in shaping environmental attitudes, enhancing knowledge and awareness, and fostering a commitment to sustainability in Thailand. It seeks to highlight the potential of citizen science as a foundational strategy for sustainable development in developing countries, offering insights into its impact on promoting environmental stewardship and translating these insights into actions that support sustainable consumption and use. The intersection of consumer feedback with citizen science offers a novel lens through which to view the empowerment of individuals as agents of change, bridging the gap between personal agency and collective environmental action. This focus reflects a significant shift towards leveraging citizen science not just for data collection and conservation efforts but as a dynamic tool for continuous improvement and innovation in product development, underscoring its potential to contribute to sustainable consumption and eco-friendly lifestyles.

Given the critical role of citizen science in advancing environmental sustainability, the research seeks to contribute to the broader goal of achieving environmental sustainability through informed citizenship and proactive behavioural change. This study intends to enrich the existing body of literature by providing empirical evidence on the efficacy of citizen science as a tool for enhancing environmental attitudes and knowledge. It aims to bridge conceptual gaps in understanding how direct engagement in scientific activities influences individuals’ awareness of environmental issues and their willingness to adopt sustainable behaviours. By identifying the specific aspects of citizen science projects that are most effective in promoting environmental sustainability, the research will provide valuable recommendations for marketing practitioners and policymakers. These insights will inform the design and implementation of citizen science initiatives that are not only engaging but are also potent vehicles for fostering pro-environmental citizenship behaviour.

2. Literature review and hypotheses

2.1. Conceptual context of product feedback and improvement for citizen science

The concept of citizen science represents a collaborative effort between scientists and the public to tackle environmental issues, leveraging local knowledge and expertise (Criscuolo et al. 2023; Sauermann et al. 2020). It encompasses enhancing community capabilities for environmental monitoring and observation (Vohland et al. 2021). Often, citizen science describes projects where participants, irrespective of their formal scientific education, collect data for use in recognised scientific research (Haklay 2015). This approach has found applications across various domains, including biological research, ecological conservation, climate change, geographic data collection, and social science research related to environmental and health issues, demonstrating its versatility and breadth (Kullenberg, Kasperowski, and Dorta-González 2016).

Participation in citizen science projects is seen as a means to foster community engagement, enhance social capital, and expand social networks, thus promoting local environmental activism (Haywood 2015; Stepenuck and Green 2015). Citizen scientists engaged in ecological observation often develop a deeper connection to nature (Ganzevoort and Van Den Born 2019; Lynch et al. 2018) and are typically driven by a keen interest or passion for the environmental domain, which can significantly improve the quality of research and data collected (Geoghegan 2016).

Furthermore, citizen science is recognised as an innovative method for involving the public in scientific inquiry, contributing to the scientific process in ways that reshape the role of science within society (Newman et al. 2012). For instance, Movilla-Pateiro et al. (2020) highlight the need for quantitative evaluation of household food waste (Movilla-Pateiro et al. 2020), an area where citizen science methodologies have been instrumental in gathering data across various disciplines and contexts to understand and mitigate food wastage effectively (Pateman et al. 2020).

Integrating the concept of product feedback and improvement, citizen science further extends its potential by engaging consumers directly in the evaluation and enhancement of green products. This participatory approach allows for the collection of valuable feedback on eco-friendly products, enabling manufacturers to make informed improvements. Such collaboration not only accelerates product innovation but also fosters a more sustainable consumption model by aligning product development with environmental goals and consumer expectations. Thus, this study redefines citizen science as a collaborative endeavour between scientists and the public, aimed at gathering data to address and solve sustainable issues. This includes leveraging volunteer contributions in citizen science projects for investigative purposes and publishing findings that contribute to addressing environmental challenges. The inclusion of product feedback and improvement within the citizen science framework exemplifies the concept’s adaptability and its potential to make significant contributions to sustainable development and consumer engagement.

2.2. Pro-environmental citizenship behavior within the context of sustainable consumption

Pro-environmental behaviour is characterised by actions undertaken with the positive intention to benefit the environment (Ghosh and Satya Prasad 2024; Lisboa et al. 2024). The term pro-environmental behavior is frequently utilised in ecological publications to denote a state, activity, attitude, or awareness aimed at protecting the environment from various pollutants (Widayat et al. 2022). Essentially, pro-environmental individuals consider the impact of their consumption on the public welfare and leverage their purchasing power to foster social change (Kautish, Paço, and Thaichon 2022). Recognising the significant role human actions play in environmental degradation, it becomes crucial to encourage environmentally responsible behaviours (Liu, Wu, and Che 2019).

Scholars have coined several interrelated terms to describe behaviours that positively impact the environment, including environmentally responsible behaviour, environmentally conscious behaviour, green consumption behaviour, pro-ecological behaviour, and ecological behaviour (Ghosh and Satya Prasad 2024; Lee et al. 2014; Lisboa et al. 2024). Prior research predominantly treated pro-environmental behaviour as a unidimensional construct, focusing on actions within the private domain, such as recycling (Geiger et al. 2019), using public transportation (Nordfjærn and Rundmo 2019), purchasing eco-friendly products (Kautish, Paul, and Sharma 2019), managing energy consumption (Acheampong 2018), and waste management (Zorpas 2020), which not only benefit consumers but also yield tangible environmental benefits.

Another facet of pro-environmental behaviour, gaining scholarly attention, is environmental citizenship, often characterised by civic engagement activities that advocate for the environment. This includes joining environmental organisations or participating in protests or demonstrations over environmental issues (Ertz, Karakas, and Sarigöllü 2016). In the context of sustainable consumption, this study redefines pro-environmental citizenship behaviour as an awareness-driven beneficial conduct towards environmental issues.

According to Stern’s ABC theory (2000), attitudes significantly influence the likelihood of engaging in pro-environmental behaviour by motivating the desire to act in environmentally friendly ways (Stern 2000). This contrasts with the theory of planned behaviour (TPB), which posits that attitudes first influence intentions, which in turn, affect behaviour (Ajzen 1991, 2011, 2020). Wang et al. (2021) critique TPB for focusing on psychological variables while overlooking external factors that might facilitate or inhibit behaviour (Wang et al. 2021). Guagnano et al. (1995), exploring residential waste recycling behaviour, introduced the attitude-behaviour-context (ABC) model, asserting that pro-environmental behaviour results from the interplay between individual attitudes and external conditions (S. Chen et al. 2021; Guagnano, Stern, and Dietz 1995; Khalil, Horgan, and Zeuthen 2020). The ABC model emphasises that attitudes, contextual factors (e.g. interpersonal influences, social expectations, advertising, government policies, economic incentives, costs), and personal characteristics (e.g. knowledge, actions, time, funds, social status, demographic variables) significantly influence behaviour (Khalil, Horgan, and Zeuthen 2020). Pro-environmental behaviour emerges when both environmental conditions and attitudes are positive (Dong and Hua 2018). Ertz et al. (2016) advocate for the ABC model’s exploration of perceived situational factors, encouraging researchers to examine subjectively perceived situational influences (Ertz, Karakas, and Sarigöllü 2016).

This literature review, culminating in a research framework depicted in Figures 1 and 2, underscores the importance of integrating pro-environmental citizenship behaviour within the sustainable consumption narrative, enhancing our understanding of how individual and collective actions contribute to environmental sustainability.

Figure 1. Conceptual research model.

The research conceptual model representing the relationship between each variable.

Figure 2. Conceptual (mediation) model.

The research conceptual model representing the mediation model.

2.3. Citizen science connected to pro-environmental citizenship behavior

The intersection of citizen science and pro-environmental citizenship behaviour represents a pivotal area of inquiry within the environmental sciences, underscoring the transformative potential of public participation in scientific research for fostering sustainable behaviours. This literature review examines the contributions of citizen science to enhancing environmental awareness and stewardship, while also briefly exploring the role of product feedback and improvement as a component of this relationship.

Research by Kullenberg et al. (2016) and Lin Hunter (2023) suggests that engagement in citizen science projects correlates with increased environmental knowledge and a heightened sense of ecological responsibility among participants (Kullenberg, Kasperowski, and Dorta-González 2016; Lin Hunter, Newman, and Balgopal 2023). This enhanced awareness is a crucial step towards the adoption of pro-environmental behaviours, as noted by McKinley et al. (2017), who emphasise the role of citizen science in fostering community interaction, enhancing social networks, and encouraging local environmental initiatives (McKinley et al. 2017). Such activities underline the capacity of citizen science to cultivate a strong environmental ethos among participants, potentially leading to lasting pro-environmental citizenship behaviour.

Integrating the concept of product feedback and improvement, citizen science extends its influence beyond traditional environmental monitoring to include consumer engagement in the development of sustainable products. This aspect of citizen science encourages consumers to provide feedback on green products, facilitating iterative improvements that align with environmental sustainability goals. This process not only enriches product development with diverse perspectives but also empowers consumers, fostering a sense of agency and involvement in promoting sustainability through their consumption choices. The literature further indicates that citizen science projects can significantly affect participants’ connection to nature and their commitment to environmental protection (Ganzevoort and Van Den Born 2019; Lynch et al. 2018). This emotional and intellectual engagement is crucial for the development of pro-environmental citizenship behaviour, as it motivates individuals to translate their ecological concerns into actionable behaviours. Given the evidence and insights gleaned from the literature, the study posits the following hypothesis:

H1c:

Engagement in citizen science has a positive effect on pro-environmental citizenship behaviour.

2.4. Citizen science connected to citizen environmental awareness

The intricate relationship between citizen science and citizen environmental awareness forms a critical focal point for research within environmental studies. This literature review explores how citizen science initiatives enhance public understanding and consciousness regarding environmental issues, while also briefly touching upon the role of product feedback and improvement within this context.

Citizen science, as a participatory research paradigm, plays a vital role in elevating environmental awareness among the general public (Froeling et al. 2024). By engaging non-scientists in data collection, analysis, and dissemination, citizen science projects bridge the gap between scientific knowledge and public understanding (Froeling et al. 2024; Sauermann et al. 2020). Haklay (2015) emphasise that this direct involvement in scientific activities not only demystifies scientific research but also makes environmental issues more tangible and comprehensible to participants (Haklay 2015; Hecker et al. 2018; McKinley et al. 2017).

Studies by Kullenberg et al. (2016) and Lin Hunter et al. (2023) have documented the significant impact of citizen science on increasing participants’ awareness of ecological concerns, thereby fostering a more informed and concerned citizenry (Kullenberg, Kasperowski, and Dorta-González 2016; Lin Hunter, Newman, and Balgopal 2023). Furthermore, McKinley et al. (2017) highlight how citizen science projects facilitate deeper connections between individuals and their local environments, potentially leading to heightened awareness and concern for environmental issues (McKinley et al. 2017).

The literature presents a compelling case for the efficacy of citizen science in enhancing environmental awareness. Lynch et al. (2018) and Ganzevoort and van den Born (2019) argue that participation in environmental monitoring and research fosters a sense of stewardship (Ganzevoort and Van Den Born 2019; Lynch et al. 2018). This enhanced awareness is seen as a prerequisite for the development of pro-environmental behaviours and attitudes, underscoring the foundational role of awareness in environmental citizenship (Chase and Levine 2018; Kautish and Sharma 2020). Drawing upon the insights from the literature, this section proposes three interconnected hypotheses aimed at elucidating the relationships between citizen science, environmental awareness, and pro-environmental citizenship behaviour:

H1a:

Engagement in citizen science positively affects citizen environmental awareness.

H1b:

Increased citizen environmental awareness leads to enhanced pro-environmental citizenship behaviour.

H4:

Citizen environmental awareness mediates the relationship between citizen science and pro-environmental citizenship behaviour.

2.5. Citizen science connected to citizen environmental knowledge

The exploration of citizen science as a catalyst for enhancing citizen environmental knowledge offers insightful perspectives into how participatory scientific endeavours can inform and educate the public on environmental issues. This literature review delves into the impact of citizen science on increasing environmental knowledge among participants, while also considering the role of product feedback and improvement in this context.

Citizen science represents a bridge between scientific inquiry and public participation, offering a unique platform for the dissemination and acquisition of environmental knowledge. As highlighted by Hecker et al. (2018) and Haklay (2015), citizen science initiatives provide individuals with the opportunity to engage in scientific processes, from data collection to the analysis and interpretation of findings (Haklay 2015; Hecker et al. 2018). This hands-on experience not only demystifies science but also enriches participants’ understanding of environmental dynamics and challenges (Haklay 2015; Hecker et al. 2018; McKinley et al. 2017; Wu, Washbourne, and Haklay 2023).

Research by Kullenberg et al. (2016) and Lin Hunter et al. (2023) supports the notion that involvement in citizen science projects significantly contributes to enhancing the environmental knowledge of participants (Kullenberg, Kasperowski, and Dorta-González 2016; Lin Hunter, Newman, and Balgopal 2023). Such projects facilitate a deeper understanding of local and global environmental issues, empowering individuals with the information needed to make informed decisions and adopt sustainable practices (Ebitu et al. 2021; Kullenberg, Kasperowski, and Dorta-González 2016; Lin Hunter, Newman, and Balgopal 2023). Beyond improving environmental knowledge, these initiatives serve as vital bridges for communication between citizens and academia-based scientists, fostering a collaborative environment where knowledge and resources are shared (Turrini et al. 2018). Moreover, they offer participants training, guidance, and networking opportunities, which are crucial for personal development and the advancement of collective environmental goals (Ebitu et al. 2021; Turrini et al. 2018).

The body of literature provides robust evidence for the positive impact of citizen science on environmental knowledge. Studies such as those by Lynch et al. (2018) and Ganzevoort and van den Born (2019) illustrate how participation in citizen science projects enhances individuals’ comprehension of ecological phenomena and conservation strategies (Ganzevoort and Van Den Born 2019; Lynch et al. 2018). This increased knowledge is crucial for fostering an informed citizenry capable of engaging in pro-environmental behaviours and contributing to environmental sustainability efforts (Abrahamse and Matthies 2019; Somerwill and Wehn 2022). Based on the insights garnered from the literature review, the following hypotheses are proposed to further investigate the relationships between citizen science, environmental knowledge, and pro-environmental citizenship behaviour:

H2a:

Engagement in citizen science has a positive impact on citizen environmental knowledge.

H2b:

Enhanced citizen environmental awareness leads to increased pro-environmental citizenship behaviour.

H5:

Citizen environmental knowledge mediates the relationship between citizen science and pro-environmental citizenship behaviour.

2.6. Citizen science connected to citizen environmental attitude

Exploring the nexus between citizen science and citizen environmental attitude illuminates the profound influence participatory science has on shaping individuals’ perspectives and dispositions towards environmental conservation. This section of the literature review addresses how engagement in citizen science projects can alter and enhance environmental attitudes, while also touching upon the influence of product feedback and improvement on such attitudes.

In the realm of environmental research, citizen science emerges as a profoundly interactive and enriching platform, inviting everyday individuals to immerse themselves in the intricacies of ecological studies. This unique approach to science, as underscored by scholars such as Bonney et al. and Haklay (2015), goes beyond mere data collection by non-specialists; it deeply democratises the scientific endeavour, making it accessible and engaging for a broader audience (Haklay 2015; McKinley et al. 2017). More significantly, this participatory form of science nurtures a profound sense of stewardship and a shared responsibility towards our environment among its participants (Hadjichambi et al. 2023). It’s this very involvement that serves as a catalyst for a remarkable transformation in how individuals perceive and interact with the natural world around them.

Such engagement has been shown to not only deepen our connection to ecological issues but also to fundamentally alter our attitudes towards them. The findings of Kullenberg et al. (2016) and Lin Hunter et al. (2023) further illuminate this impact, revealing a significant correlation between involvement in citizen science initiatives and positive shifts in environmental attitudes (Kullenberg, Kasperowski, and Dorta-González 2016; Lin Hunter, Newman, and Balgopal 2023). Participants exhibit a growing concern for ecological matters, a renewed enthusiasm to engage in conservation efforts, and an increased propensity to champion sustainable policies.

Empirical studies, such as those conducted by Lynch et al. (2018) and Ganzevoort and van den Born (2019), affirm that involvement in citizen science initiatives is associated with a stronger affiliation with nature and a more pronounced commitment to environmental protection (Ganzevoort and Van Den Born 2019; Lynch et al. 2018). This engagement fosters a transformative learning experience, where participants not only acquire knowledge but also develop attitudes that favour environmental preservation and sustainable living (Ertz, Karakas, and Sarigöllü 2016; Wang et al. 2021). Drawing from the insights presented in the literature review, the following hypotheses are formulated to investigate the impact of citizen science on environmental attitudes and their subsequent influence on pro-environmental behaviour:

H3a:

Participation in citizen science projects positively influences citizen environmental attitude.

H3b:

Enhanced citizen environmental awareness leads to increased pro-environmental citizenship behaviour.

H6:

Citizen environmental attitude mediates the relationship between citizen science and pro-environmental citizenship behaviour.

3. Research methodology

3.1. Data collection and sampling

3.1.1. The ethics statement

This study gathered data from Thai respondents using a quantitative survey questionnaire. An informed consent for participation in the study has been obtained verbally. Respondents have received, read, and kept a copy of the information letter/plain language statement. Also, respondents have had the opportunity to ask questions about this research and are allowed to withdraw anytime. They understand the general purposes, risks and methods of this research. This study has been reviewed and approved by the Khon Kaen University Ethics Committee in Human Research based on the declaration of Helsinki guidelines under the ethics approval no: HE663387.

Thailand was chosen as the locale for this investigation, not only for its tapestry of natural splendour but for its potential as a microcosm of global environmental transition. The nation’s forests, waterways, mineral reserves, and marine ecosystems are integral to its socioeconomic fabric, sustaining traditional lifestyles and economic vitality. Yet, there has been a discernible drift towards unsustainable exploitation, often eclipsing the imperative for conservation (Rigg and Nattapoolwat 2001; Tan and Vickers 2024). However, in recent years, a refreshing trend has emerged: a collective pivot among Thais towards choices that favour the earth, indicating an awakening to sustainable use and consumption models (ONEP 2022; Pimdee 2016; Raineri and Paillé 2016; Srisathan et al. 2023).

In this context, our study utilised purposive sampling to recruit participants for both online and offline questionnaires. This approach allowed for the selection of individual citizens who specifically represent the demographics pertinent to our research objectives. We specifically targeted Thai citizens who not only demonstrate engagement with environmental matters and a preference for eco-friendly products but also actively participate in conservation activities, as their insights would be invaluable for product feedback and improvement.

Participants were selected from key locations – food courts, markets, government and private offices, coffee shops, and universities– across the Central, the Northern, the Northeastern, and the Southern regions of Thailand. These regions were chosen based on a combination of high income, expenditure, and employment rates (Iamtrakul, Klaylee, and Raungratanaamporn 2024), as indicated by the Department of Statistics in Thailand. The inclusion criteria were set to involve respondents from a range of socio-economic backgrounds, with the aim to reflect the diversity within the population concerning environmental engagement. Specifically, we sought individuals who exhibit pro-environmental behaviour, such as habitual recycling, consistent use of sustainable products, and active participation in environmental advocacy or conservation efforts. Individuals from the provinces of Bangkok, Khon Kaen, Lamphun, and Phuket were specifically included due to their high population statistics and potential for varied environmental interaction.

The recruitment strategy involved direct outreach and the dissemination of information about the study through local networks and social media platforms, ensuring that the participants were well-informed about the research’s purpose and the type of data being collected. Informed consent was a prerequisite, with an emphasis on the voluntary nature of participation and the confidentiality of the responses. Respondents were required to be residents of the aforementioned provinces, aged between adolescence and the working-age group, due to their demonstrated openness to change and their potential for influencing societal trends.

Table 1. Sample characteristics.

Demographic	Category	Frequency	Percentage (%)
Gender	Male	150	38.1
	Female	228	57.9
	Not specified	16	4
Age	18–32	289	73.3
	33–47	82	20.8
	48–66	22	5.6
	More than 66 years	1	0.3
Education	Secondary school	15	3.8
	Associate degree	35	8.9
	Bachelor’s degree	292	74.1
	Master’s degree	34	8.6
	Doctorate degree	7	1.8
	Other	11	2.8
Occupation	College student	192	48.7
	Government official	32	8.1
	Office worker	65	16.5
	Self-employed	67	17
	Farmer	7	1.8
	Freelance	17	4.3
	Other	14	3.6
Monthly Income	Less than 5,000 THB	50	12.7
	5,001–15,000 THB	146	37
	15,001–25,000 THB	89	22.6
	25,000–35,000 THB	54	13.7
	More than 35,000 THB	55	14
Province	Bangkok	280	70.8
	Khon Kaen	79	20.3
	Lamphun	18	4.6
	Phuket	17	4.3

Exclusion criteria were defined to maintain the study’s focus; individuals not residing in the selected provinces or outside the age range were not included. Additionally, those who lacked the capacity to provide informed consent or did not express an interest in environmental issues were excluded from the study.

Applying Kline’s (2015) recommended participant-to-question ratio, our study found its rhythm with a minimum sample size of 350 (35 × 10) (Kline 2015; Wolf et al. 2013). This sample size was also selected to accommodate the potential variability within the purposive sampling framework, ensuring a comprehensive analysis of attitudes and behaviours towards sustainable use and consumption. The final sample of 394 respondents was valid and could be used in further analysis.

Table 1 presents data from a sample of 394 valid observations across different regions of Thailand. The respondents were categorised based on their regions, including Bangkok (n = 280), Khon Kaen (n = 79), Lamphun (n = 18), and Phuket (n = 17). The predominant occupation among the respondents is college student, accounting for 48.7%, followed by self-employed (17%), office workers (16.5%), government officials (8.1%), freelancers (4.3%), and others such as healthcare professionals, retail employees, and service industry workers (3.6%), with farmers making up 1.8%. The majority of participants, constituting 73.3%, were aged between 18 and 32 years and identified as female. The net annual personal income of most respondents ranged from 5,001 to 15,001 THB.

3.2. Key variables

All scales employed in this research were derived from established measures. Descriptive statistics were analysed using SPSS, and partial least squares structural equation modelling (PLS-SEM) was conducted with SmartPLS4. This approach allowed for the simultaneous analysis and precise estimation of various statistical parameters, which was a key consideration. The evaluation of reflective measurement models (outer model) served as the initial step, aiming to validate our data collection. This stage involved assessments of convergent validity and reliability, discriminant validity, and multicollinearity.

The subsequent phase focused on the structural model (inner model), aiming to scrutinise the significance of specified relationships. In the final analysis, SEM was utilised to examine factors in research surveys employing Likert scales, thereby empirically demonstrating theorised relationships. Regarding questionnaire development, 7-point Likert scales were implemented, with each construct utilising various types of 7-point scales. For example, citizen science and environmental attitude featured options ranging from strongly disagree (1) to strongly agree (7). Citizen environmental awareness offered choices from strongly neglect (1) to strongly realise (7), and action-related environmental knowledge ranged from not a cognition (1) to essential cognition (7). The scale for pro-environmental citizenship behaviour was designed to capture the range of how often participants engaged in environmentally friendly actions, from Never (1) to Always (7). This allows for an understanding of participants’ engagement in pro-environmental actions, providing insights into the regularity of such behaviours among the surveyed individuals. Finstad (2010) argues that such scales more accurately reflect respondents’ subjective evaluations (Finstad 2009; Taherdoost 2019).

The crafting of measurement questions was designed with precision to delve into and affirm the dimensions of the model, encompassing citizen sciences, citizen environmental attitude, citizen environmental awareness, pro-environmental citizenship behaviour, and citizen environmental knowledge. A particular spotlight shone on pro-environmental citizenship behaviour, characterised by the regularity of eco-friendly practices. Within the realm of environmental knowledge, the lens widened to include awareness around the choice of ‘ugly’ vegetables, probing into the foundational support for the study’s hypotheses. Moreover, the process actively sought product feedback and pinpointed opportunities for elevating citizen science endeavours. Such feedback becomes the linchpin for honing the effectiveness of these initiatives, aligning them closely with the insights and necessities expressed by participants. These thorough measures, detailed with care in Table 2, were woven into the study’s framework, not merely to solidify the trustworthiness of the outcomes but to deepen the conversation around sustainable consumption patterns and underscore the critical influence of citizen science in cultivating an eco-aware community. This methodology, by integrating the ugly vegetable project as a citizen science initiative, not only provided valuable insights into consumer behaviours but also spotlighted the role of community-driven science in promoting environmental sustainability.

Table 2. Construct, measures, and sources.

Constructs	Indicators	Question content	Sources
Engagement in citizen science (CS)	CS1	On a scale from 1 to 7, how often do you engage in online forums or community groups that discuss sustainable consumption practices?	(Jørgensen and Jørgensen 2021; Kullenberg, Kasperowski, and Dorta-González 2016; Lin Hunter, Newman, and Balgopal 2023; MacPhail and Colla 2020; Pateman et al. 2020; Rubio-Iglesias et al. 2020; Sauermann et al. 2020; Somerwill and Wehn 2022)
	CS2	How frequently, on a scale from 1 to 7, do you participate in local environmental data collection activities related to sustainable use (e.g. water quality testing, recycling rates)?
	CS3	On a scale from 1 to 7, how often do you contribute to crowd-sourced research projects focused on evaluating the effectiveness of sustainable products?
	CS4	Rate from 1 to 7 your level of involvement in educational workshops or webinars aimed at promoting sustainable consumption habits.
	CS5	On a scale from 1 to 7, how would you rate your knowledge on the environmental impact of products you use regularly as a result of your citizen science activities?
	CS6	From 1 to 7, how often do you apply the knowledge gained from citizen science projects to make more sustainable purchasing decisions?
	CS7	On a scale from 1 to 7, to what extent do you agree that your involvement in citizen science has increased your commitment to sustainable consumption?
Citizen environmental awareness (CEA)	CEA1	On a scale from 1 to 7, how aware are you of the environmental impacts of the products you purchase?	(Fu et al. 2020; Liobikienė and Poškus 2019; Safari et al. 2018)
	CEA2	From 1 to 7, how often do you research the sustainability practices of companies before buying their products?
	CEA3	Rate from 1 to 7 your agreement with the statement: I understand the importance of reducing my carbon footprint through sustainable consumption.
	CEA4	On a scale from 1 to 7, how often do you discuss sustainable consumption with friends, family, or colleagues?
	CEA5	From 1 to 7, how much do you agree that personal consumption choices significantly impact environmental health?
	CEA6	How frequently, on a scale from 1 to 7, do you check for eco-friendly labels (e.g. Energy Star, USDA Organic) when shopping?
Citizen environmental knowledge (EK)	EK1	On a scale from 1 to 7, how well do you understand the principles of sustainability that guide responsible consumption?	(Fu et al. 2020; Liobikienė and Poškus 2019; Rustam, Wang, and Zameer 2020)
	EK2	Rate your knowledge from 1 to 7 on the environmental impact of a product’s lifecycle, from production to disposal.
	EK3	From 1 to 7, how familiar are you with your local recycling guidelines and the correct way to recycle various materials?
	EK4	From 1 to 7, how would you rate your knowledge on effective water conservation practices at home and in the community?
	EK5	Rate your understanding from 1 to 7 of how different practices in energy consumption affect the environment.
Citizen environmental attitude (EA)	EA1	I believe that choosing to consume sustainable products is an important step towards protecting the environment.	(Fu et al. 2020; Safari et al. 2018; Yaghoubi Farani et al. 2021)
	EA2	In my view, everyone should be concerned about the environment.
	EA3	Adapting my daily routine to be more environmentally friendly comes easily to me.
	EA4	I feel a sense of duty to support businesses and brands that prioritise sustainability in their products and operations.
	EA5	I am motivated to advocate for policies and initiatives that promote sustainable consumption practices within my community.
Pro-environmental citizenship behavior (PCB)	PCB1	I endeavour to buy products made from recycled materials.	(Fu et al. 2020; Kautish and Sharma 2020; Liobikienė and Poškus 2019)
	PCB2	I value the nutritional quality of a product over its appearance.
	PCB3	I opt for local and seasonal produce to minimise my carbon footprint.
	PCB4	I advocate for environmental sustainability through social media or by participating in community discussions on the topic.
	PCB5	I am inclined to purchase environmentally friendly products at a reasonable-to-premium price.
	PCB6	I use public transportation or walk instead of using a personal vehicle to reduce my environmental impact.

4. Data analysis and results

The statistical analysis was executed using partial least squares structural equation modelling (PLS-SEM), a method chosen for its ability to assess the accuracy of data and detect potential biases within the collected dataset. Confirmatory factor analysis (CFA) is not traditionally part of PLS-SEM due to its focus on prediction and the handling of formative indicators. However, PLS-SEM assesses the measurement model (outer model) by evaluating reliability and validity, including internal consistency reliability, indicator reliability, convergent validity, and discriminant validity. The evaluation of the measurement model in PLS-SEM involves ensuring that each construct’s indicators possess adequate loading values and that the constructs demonstrate both convergent and discriminant validity. Internal consistency reliability is assessed through measures such as composite reliability (CR), with values above 0.7 indicating acceptable reliability (Hair et al. 2017; Hair, Ringle, and Sarstedt 2011, 2020). Convergent validity is supported when the average variance extracted (AVE) for each construct exceeds 0.5, indicating that a majority of the variance in indicators is accounted for by the construct (Hilkenmeier et al. 2020). Discriminant validity in PLS-SEM is typically assessed using the Fornell-Larcker criterion and HTMT criterion (Henseler, Ringle, and Sarstedt 2015; Hilkenmeier et al. 2020). Goodness of fit indices such as Chi-Square/df, CFI, IFI, TLI, and RMSEA are not directly applicable in PLS-SEM as in covariance-based SEM. PLS-SEM prioritises predictive relevance (Q²) over traditional goodness-of-fit measures.

4.1. Outer model evaluation

Diving into the sea of data, the analysis reveals a story woven with the threads of citizen science, awareness, knowledge, and environmental citizenship behaviour. The empirical landscape is marked by notable factor loadings across constructs such as citizen science (CS), citizen environmental awareness (CEA), citizen environmental knowledge (EK), citizen environmental attitude (EA), and pro-environmental citizenship behaviour (PCB). Each construct mentioned in Table 3, demonstrating factor loadings that comfortably exceed the 0.5 threshold and range from 0.527 to 0.836, coupled with p-values signalling significance at less than 0.001, stands robust under statistical scrutiny. Manifest variables with outer loadings of 0.7 or higher are considered highly satisfactory, indicating strong associations with their respective constructs (Hair et al. 2014, 2017, 2020). While a loading value of 0.5 is deemed acceptable, indicating a sufficient level of construct representation, manifest variables with loading values less than 0.5 should be considered for removal from the model to enhance its validity and reliability (Cheung et al. 2023). This approach ensures that the constructs within the model accurately reflect the underlying theoretical concepts they are intended to measure, contributing to the overall rigour and interpretability of the findings.

Table 3. Evaluation of reflective measurement model for reliability and validity.

Constructs	Indicators	Outer loadings	AVE	Cronbach’s alpha	CR ($\mathit{rh}{\mathit{o}}_{\mathit{a}}$)	VIF
Engagement in citizen science (CS)	CS1	0.773				2.006
	CS2	0.785				2.207
	CS3	0.769				2.085
	CS4	0.803				2.230
	CS5	0.613				1.579
	CS6	0.761				1.938
	CS7	0.527	0.526	0.844	0.849	1.438
Citizen environmental awareness (CEA)	CEA1	0.794				1.897
	CEA2	0.750				1.610
	CEA3	0.675				1.513
	CEA4	0.691				1.494
	CEA5	0.770				1.820
	CEA6	0.789	0.557	0.840	0.847	1.888
Citizen environmental knowledge (EK)	EK1	0.717				1.581
	EK2	0.783				2.198
	EK3	0.836				2.569
	EK4	0.817				2.001
	EK5	0.827	0.636	0.858	0.873	1.971
Citizen environmental attitude (EA)	EA1	0.755				1.616
	EA2	0.812				2.072
	EA3	0.801				2.094
	EA4	0.821				2.075
	EA5	0.681	0.602	0.833	0.834	1.448
Pro-environmental citizenship behavior (PCB)	PCB1	0.786				1.907
	PCB2	0.795				1.959
	PCB3	0.702				1.494
	PCB4	0.730				1.632
	PCB5	0.784				2.249
	PCB6	0.806	0.590	0.860	0.862	2.322

AVE = average variance extracted; VIF = variance inflation factor; CR = composite reliability.

Internal consistency is demonstrated through Cronbach’s Alpha scores that range from 0.713 to 0.802 and composite reliability (CR) values between 0.834 and 0.873, both surpassing the 0.7 benchmark, thus confirming reliable measurement of the constructs. Additionally, the average variance extracted (AVE) values, lying between 0.526 and 0.636, underscore a strong convergence of items within each construct. This indicates that the scales harmonise, with each scale reflecting a unique aspect of the environmental engagement narrative. When assessing the Heterotrait-Monotrait (HTMT) ratio, the reflection is clear and distinct as shown in Table 4. Relationships between constructs show ratios ranging from 0.425 to 0.806. These ratios fall well below the 0.90 threshold (Henseler, Ringle, and Sarstedt 2015), emphasising the distinctiveness of each construct pair and substantiating discriminant validity. They, far from abstract metrics, are the story of separation and clarity among the variables, ensuring that when one speaks of awareness, it is not mistaken for attitude, nor is knowledge conflated with behaviour.

Table 4. Heterotrait-monotrait ratio (HTMT) matrix.

	PCB	CEA	CS	EA	EK
PCB
CEA	0.795
CS	0.646	0.721
EA	0.761	0.806	0.792
EK	0.716	0.726	0.425	0.580

5. Discussion and hypothesis testing (inner model)

This current study focuses on investigating the influence of citizen science on environmental attitudes, awareness, knowledge, and pro-environmental citizenship behaviour (see Table 5 and Figure 3). In this model (see Table 6 and Figure 4), the analysis also examines how citizen environmental awareness, knowledge, and attitudes mediate the relationship between engagement in citizen science and individuals’ overall pro-environmental behaviour. This study weaves the test results of proposed hypotheses into a rich discussion, shedding light on the multifaceted relationship between individual engagement with environmental issues and their consequent behaviours in Thailand.

Table 5. Structural model assessment.

H	Path relationships			95% bootstrapping confidence intervals				Adjusted ${\mathit{R}}^2$	${\mathit{Q}}^2$	${\mathit{f}}^2$	Remark
				β	2.5%	97.5%	P
H1a	Engagement in citizen science	→	Citizen environmental awareness	0.612	0.520	0.701	***	0.374	0.203	0.600	Supported
H2a		→	Citizen environmental knowledge	0.378	0.283	0.474	***	0.141	0.081	0.166	Supported
H3a		→	Citizen environmental attitude	0.669	0.559	0.763	***	0.446	0.267	0.810	Supported
H1b	Citizen environmental awareness	→	Pro-environmental citizenship behavior	0.304	0.156	0.454	***	0.570	0.334	0.094	Supported
H2b	Citizen environmental knowledge	→		0.291	0.163	0.411	***			0.119	Supported
H3b	Citizen environmental attitude	→		0.288	0.146	0.436	***			0.102	Supported

p = p-value; ***p-value < 0.001.

Table 6. Mediation effect tests.

H	Path	Direct effect (c)	Indirect effect (a*b)	Total effects (a*b + c)	VAF	Results
H4	CS → CEA → PCB	0.489	0.186	0.675	27.58%	Partial Mediation
H5	CS → EK → PCB	0.489	0.110	0.599	18.36%	No Mediation
H6	CS → EA → PCB	0.489	0.193	0.681	28.28%	Partial Mediation

VAF = variance accounted for.

Figure 3. Tested structural model.

The structured model results from PLS-SEM program representing tested values.

Figure 4. Tested mediation model.

The tested mediation model representing the mediating effects in each hypothesis.

Hypothesis 1c

(H1c) unravels the dynamic interplay between citizen science engagement and pro-environmental citizenship behaviour, presenting novel insights that contribute significantly to the environmental psychology and citizen science literature. By revealing a strong direct influence of citizen science on pro-environmental behaviour (β = 0.489), this research underscores the pivotal role of active participation in scientific endeavours in fostering sustainable actions among individuals. This research positions citizen science as a critical component of environmental engagement strategies, a stance that is only beginning to gain traction in recent literature (Fraisl et al. 2022; Ghosh and Satya Prasad 2024; Hecker et al. 2018; Jørgensen and Jørgensen 2021; Rubio-Iglesias et al. 2020). The study amplifies the call for recognising and leveraging citizen science not just for data collection but as a key driver of societal change towards sustainability.

Regarding the relationship between citizen science and environmental awareness (β = 0.612), Hypothesis 1a (H1a) was confirmed. When questioned about their awareness of the environmental impacts of the products they purchase, respondents demonstrated a moderate to high level of consciousness. This suggests that a substantial number of individuals are cognisant of the environmental footprint of their consumer choices, though there remains room for growth in awareness. 37.4% of the variability in environmental awareness among the participants can be attributed to their level of engagement in citizen science activities ($R^2$ = 0.612). This lends support of Froeling et al. (2024), suggesting that through active participation, community building, and direct experience, citizen science transforms participants from passive observers to informed, concerned, and motivated stewards of the environment. This shift in awareness is critical for fostering a society that values and actively works towards sustainable use and consumption (Froeling et al. 2024). Citizen science initiatives, recognised for their capacity to elevate environmental awareness and conservation efforts, notably shine through activities such as ecosystem observation (Chase and Levine 2018). The provision of adequate training and support for participants in these initiatives plays a crucial role. Such educational enrichment enables citizen scientists to disseminate scientific knowledge more widely (Rambonnet et al. 2019), fostering a deeper collective understanding of environmental issues. This broadened awareness, in turn, aids in refining environmental legislation and enhancing the monitoring of conservation practices (Rubio-Iglesias et al. 2020).

Evidence from testing Hypothesis 2a (H2a) underscores the relationship between citizen science and environmental knowledge (β = 0.378). This finding aligns with Abrahamse and Matthies (2019), who observed that through citizen science, participants could tangibly improve their local ecosystems within hybrid educational settings (Abrahamse and Matthies 2019). This form of engagement allows citizen scientists to not only delve into research but also to share insights and discuss matters of environmental preservation with a broader audience, including peers, family, and colleagues through social networks (Abrahamse and Matthies 2019; Safari et al. 2018; Somerwill and Wehn 2022). Furthermore, the act of disseminating natural science knowledge online, as highlighted by Forrester et al. (2016), plays a crucial role in fostering wider public engagement and interest in environmental issues (Forrester et al. 2016).

However, the relatively modest coefficient observed in H2a suggests a nuanced landscape of environmental knowledge among the study’s participants in Thailand. Approximately 14.1% of the variance in environmental knowledge among participants can be explained by their level of engagement in citizen science activities ($R^2$ = 0.141). Specifically, it may point to gaps in awareness or understanding related to specific areas such as waste management practices and the significance of eco-labels and carbon labels. This interpretation of the data suggests that while there is a foundational level of environmental knowledge fostered by citizen science, there exists an opportunity to deepen this knowledge and address informational gaps. Addressing these areas could further empower individuals, equipping them with the information needed to make more informed decisions and take actions that contribute positively to environmental sustainability.

The results show the significant influence of citizen science on shaping environmental attitudes (β = 0.669), affirming Hypothesis 3a (H3a). This outcome resonates with the findings of scholars like Kullenberg et al. (2016) and Lin Hunter et al. (2023), who have addressed the profound impact that experts and structured social practices can have on moulding individuals’ attitudes towards environmental stewardship (Kullenberg, Kasperowski, and Dorta-González 2016; Lin Hunter, Newman, and Balgopal 2023). Moreover, Ertz et al. (2016) highlight how participation in citizen science not only enriches individuals with knowledge and skills pertinent to environmental conservation but also empowers them to confront and navigate environmental challenges more effectively (Ertz, Karakas, and Sarigöllü 2016). The strength of this relationship is further quantified by the finding that nearly 44.6% of the variance in participants’ environmental attitudes can be attributed to their engagement in citizen science activities ($R^2$ = 0.446). This significant percentage underscores the vital role that citizen science plays in not only disseminating environmental knowledge but also in cultivating a deeper emotional and cognitive connection to environmental issues. Such engagement transforms participants from passive recipients of information to active contributors and advocates for environmental sustainability. It suggests that the hands-on, participatory nature of citizen science projects – ranging from local biodiversity surveys to global climate change studies – serves as a powerful catalyst for changing attitudes. This shift is crucial for fostering a community of informed and motivated individuals who are not only aware of environmental issues but are also prepared to take meaningful actions to address them.

The findings from this study offer robust support for the interconnectedness of environmental attitudes, awareness, knowledge, and pro-environmental citizenship behaviour. Hypothesis 1b (H1b) further unravels the significance of environmental awareness, indicating a notable influence on pro-environmental citizenship behaviour (β = 0.304). This finding aligns with studies suggesting that a clear understanding of the adverse effects of inaction can propel individuals towards sustainable and eco-friendly consumer behaviours (Khaleeli & Jawabri, 2020). The growing recognition of brands that prioritise environmental responsibility, coupled with strategic marketing, plays a pivotal role in steering consumers towards sustainable choices (Cherian & Jacob, 2012).

Moreover, Hypothesis 2b (H2b) establishes a direct link between environmental knowledge and pro-environmental citizenship behaviour (β = 0.291), emphasising the critical role of informed awareness in promoting green practices. The effectiveness of environmental knowledge in encouraging eco-conscious consumer behaviours is evident, with initiatives promoting eco-labels leading to increased support for environmental policies and practices aimed at reducing waste and energy consumption (Alamsyah et al., 2020; Sharpe, Perlaviciute, and Steg 2021). Additionally, the potential for enhancing environmental education programmes, especially at the primary level, highlights the opportunity to instil a foundation of environmental responsibility from an early age (Amoah & Addoah, 2021).

Hypothesis 3c

(H3c) was affirmed, demonstrating that environmental attitudes significantly influence pro-environmental citizenship behaviour (β = 0.288). This lends credence to Stern’s ABC theory (2000), which posits that human behaviour is the outcome of intricate interactions between internal dispositions and external stimuli. Such a relationship is mirrored in the dynamics where a heightened comprehension of environmental challenges leads individuals to shift their attitudes, thereby fostering more eco-conscious consumption patterns (Cherian & Jacob, 2012). It is supported by evidence showing that increased awareness through educational initiatives enhances individuals’ environmental actions, including recycling and adopting sustainable consumption practices (Ahmad, 2015; Opatha & Arulrajah, 2014).

The predictive power of these variables on pro-environmental citizenship behaviour is underscored by the finding that approximately 57% of the variance in pro-environmental citizenship behaviour among the study participants can be explained by their environmental attitudes, awareness, and knowledge ($R^2$ = 0.570). This explanatory capacity emphasises the significance of fostering a holistic understanding and engagement with environmental issues to enhance proactive environmental behaviours, painting a comprehensive picture of the pathways through which knowledge, awareness, and attitudes collectively shape and bolster environmentally responsible actions. The reference to Cohen’s ${\mathrm{f}}^2$ values adds another layer of depth to the analysis, affirming the substantial effect size of the independent variables on the dependent variable. Cohen’s ${\mathrm{f}}^2$ values above 0.02 indeed indicate that the effects are not trivial (Fey, Hu, and Delios 2023), reinforcing the model’s validity in explaining pro-environmental citizenship behaviour. This inclusion effectively bridges the gap between mere statistical significance and practical significance, providing a clearer picture of the model’s explanatory power. Additionally, the study’s application of the cross-validated redundancy index (${\mathrm{Q}}^2$) for endogenous reflective constructs firmly establishes the model’s predictive relevance. With ${\mathrm{Q}}^2$ values greater than 0, the model demonstrates its capability to predict outcomes based on the observed variables, further validating the predictive accuracy and relevance of the constructed model. In essence, this study not only validates the instrumental role of environmental attitudes, awareness, and knowledge in driving pro-environmental behaviour but also highlights the model’s efficacy in explaining and predicting such behaviour. By integrating the evaluation of effect sizes and predictive relevance, the findings offer a comprehensive and robust foundation for understanding the dynamics of environmentally responsible actions, paving the way for informed strategies in environmental education and policy-making. Integrating product feedback and improvement mechanisms into citizen science can significantly enhance the efficacy of these initiatives in fostering environmental awareness, knowledge, and attitudes, thereby influencing pro-environmental citizenship behaviour more effectively. This approach, rooted in continuous learning and adaptation, holds the potential to make citizen science projects more responsive to participants’ needs and environmental challenges, thereby maximising their impact on participants’ behaviours and attitudes towards sustainability.

To test our mediation hypotheses (H4 – H6), we adopted the analytical approach to mediation analysis in partial least squares path modelling as delineated by Nitzl et al. (2016). This involved specifying and contrasting the indirect effects through the mediators – citizen environmental awareness, knowledge, and attitude – as illustrated in Table 6. For assessing the indirect effects, the bootstrapping procedure was employed, utilising both percentile and bias-corrected confidence intervals. Figure 4 elucidates that engagement in citizen science significantly impacts pro-environmental citizenship behaviour directly.

The results showed that citizen environmental awareness mediates the relationship between engagement in citizen science and pro-environmental citizenship behaviour, thus validating Hypothesis 4 (H4). This mediation is reinforced by the variance accounted for (VAF) index, which assesses the proportion of the indirect effect in relation to the total effect (Nitzl, Roldan, and Cepeda 2016). With a VAF outcome of 27.58%, partial mediation is indicated. The role of environmental awareness as a mediator underscores the transformative potential of citizen science. By integrating product feedback mechanisms, citizen science projects can evolve based on participants’ insights and experiences, ensuring that the projects remain relevant and impactful. This could involve adapting projects to focus on environmental issues that participants feel most connected to or modifying activities to better communicate the environmental implications of their findings. Implications: Environmental policies and educational programmes that incorporate feedback loops can more effectively tailor their content and methodologies to enhance participants’ awareness and understanding. Such dynamic approaches can deepen participants’ engagement and commitment to addressing environmental challenges.

Conversely, the relationship between engagement in citizen science and pro-environmental citizenship behaviour is not mediated by citizen environmental knowledge, as evidenced by a VAF of 18.36%, which does not support the criterion for mediation, thereby not supporting Hypothesis 5 (H5). Acknowledging that environmental knowledge alone does not automatically translate into pro-environmental behaviour highlights a crucial area for improvement in citizen science projects. Incorporating structured feedback mechanisms where participants can express what knowledge they find most actionable or areas where they seek more information can help bridge the gap between knowledge and action. Implications: Revisiting environmental education strategies to include participant feedback on the applicability of knowledge could lead to more targeted and practical learning experiences. Programmes might then focus on converting abstract environmental concepts into concrete, actionable steps, guided by participant input.

Furthermore, the relationship between engagement in citizen science and pro-environmental citizenship behaviour is mediated by citizen environmental attitude, indicated by a VAF of 28.28%, confirming partial mediation and thereby supporting Hypothesis 6 (H6). The mediation effect of environmental attitude benefits significantly from the integration of feedback and improvement processes in citizen science. By soliciting and incorporating participants’ feedback on their attitudinal shifts and barriers to adopting sustainable practices, projects can tailor their approaches to more effectively influence attitudes. Implications: Designing citizen science projects that are iterative and responsive to participant feedback can facilitate deeper attitudinal changes. Engaging participants in the development process, from project design to the evaluation of outcomes, can foster a sense of ownership and commitment to environmental conservation. Community discussions and reflective sessions that explore participants’ feedback can enhance the projects’ relevance and impact on environmental attitudes.

6. Implications

This section delves into the theoretical, practical, and policy implications of the study. Given that the primary theoretical framework of this investigation is rooted in the field of citizen science research for fostering pro-environmental citizenship behaviour, it’s here that the study makes its most significant contributions. Viewing citizen science research as a collaborative field (Jørgensen and Jørgensen 2021; Kullenberg, Kasperowski, and Dorta-González 2016; Sauermann et al. 2020; Vohland et al. 2021), this study also embraces perspectives from citizen sustainability. Consequently, the findings contribute to research in these areas such as (Alfaro-Ponce et al. 2024; Froeling et al. 2024; Hadjichambis et al. 2024) as well.

6.1. Theoretically conceptual implications

Based on the findings of the individual constructs and the understanding gained during the structural relationship test, this study makes new contributions to the existing literature as follows. In the previous literature, citizen science is noted as a vehicle for promoting creativity, scientific literacy, innovation (Chandler et al. 2012; Hadjichambi et al. 2023; Kullenberg, Kasperowski, and Dorta-González 2016; Vohland et al. 2021), and sustainability (Alfaro-Ponce et al. 2024; Fraisl et al. 2022; Hadjichambis et al. 2024; Jørgensen and Jørgensen 2021; Rubio-Iglesias et al. 2020).

This study established that beyond the traditional focus on environmental conservation, emphasising sustainable use and consumption unveils a significant pathway through which citizen science projects can propel citizen-level sustainability. Specifically, projects driven by circular economy principles, such as those assessing the feasibility of consuming ‘ugly’ vegetables to reduce waste, highlight this shift. Within the realm of environmental knowledge, the investigation broadened its scope to encompass awareness around the choice of ‘ugly’ vegetables, providing foundational support for the study’s hypotheses. This expanded lens not only enriches our understanding of sustainable practices but also underscores the pivotal role that citizen science can play in fostering a comprehensive approach to sustainability, bridging the gap between knowledge acquisition and practical application in daily consumption decisions.

The citizen science process, as the main contribution, is reconceptualised as an inclusive and collaborative endeavour that not only bridges the gap between scientific inquiry and public participation but also integrates product feedback and improvement for citizen science. This enhanced framework emphasises the active role of citizens not just in contributing to scientific knowledge but also in refining and improving citizen science projects themselves through feedback mechanisms. This process encourages the implementation of sustainable practices in their daily lives, ensuring that citizen science initiatives remain responsive to community needs and perspectives, thereby increasing their efficacy and impact.

Addressing the complexity of fostering sustainable behaviours requires adopting new perspectives on sustainability and pro-environmental actions. First, sustainability in this context refers to the integration of practices that ensure environmental preservation, economic viability, and social equity. Second, sustainable behaviours should be dissected into specific domains such as consumption patterns, waste management, and community engagement to more effectively target interventions.

Given that pro-environmental citizenship behaviour is subjectively perceived by multiple stakeholders, who often have divergent interests, it is imperative to acknowledge that tensions, trade-offs, and conflicts are inherent in this process. Acknowledging these complexities not only underscores the potential of citizen science in fostering economic, environmental, and social benefits but also highlights the need for approaches that are inclusive, equitable, and capable of navigating the myriad challenges associated with promoting sustainable behaviours among diverse communities.

6.2. Practical implications

Understanding that consumers with more disposable time or financial resources are more inclined to adopt pro-environmental behaviours, as they see these actions as both crucial and cost-effective, offers a valuable insight for marketers. This awareness can guide the development of pro-environmental citizenship behaviour campaigns that not only underscore the potential time and cost savings but also incorporate feedback mechanisms from citizen science initiatives to tailor these campaigns more effectively. By recognising the challenges and barriers to green consumption, marketers can refine their product and marketing strategies, ensuring they resonate with the evolving environmental consciousness of consumers (Kautish, Paço, and Thaichon 2022). These are detailed below in the form of key recommendations as developed from the key statistical findings of relationships/constructs:

1. Encourage feedback and participation in (environmental) product development [CS1–7].

2. Foster a culture of environmental awareness [H1a].

3. Monitor pro-environmental citizenship behaviour [PCB1 – 6].

Furthermore, by incorporating product feedback from citizen science activities, companies can identify and address consumer preferences for sustainability in real-time. Retailers, for instance, could introduce campaigns that feature imperfectly shaped food, using feedback to normalise and promote the purchase of such products (Kautish and Sharma 2020). This strategy not only appeals to environmentally conscious consumers but also plays a critical role in reducing food waste, thereby contributing to broader environmental conservation efforts. As highlighted by Ertz et al. (2016), influencing consumer behaviour through targeted marketing strategies, especially those informed by direct consumer feedback and involvement in sustainability initiatives, emerges as a powerful tool for driving sustainable change (Ertz, Karakas, and Sarigöllü 2016).

6.3. Policy implications

The positive impact of citizen science on environmental attitudes, awareness, and knowledge underscores a compelling case for governmental support in forging a new vision for environmental protection and sustainable development. The government could initiate campaigns to engage consumers, fostering pro-environmental behaviour through positive attitude reinforcement, heightened awareness, and educational endeavours. For example, policymakers could implement policies that increase tariffs on environmentally detrimental activities, making actions in the private sphere financially viable. Presenting information on the economic implications of certain environmental decisions could correct any prevailing misconceptions (Abrahamse and Matthies 2019). Our study suggests that without sufficient motivation, the potential of citizen science and environmental knowledge to foster pro-environmental behaviour may not be fully realised. Hence, there’s a need for governments and academic institutions to collaborate closely to bridge the knowledge gap regarding environmental issues. Developing environmental education campaigns that actively apply and integrate environmental knowledge can inspire individuals towards environmental responsibility.

7. Conclusion, contributions, research limitations, and future research directions

The journey through this study has unfolded the multifaceted impact of engagement in citizen science on enhancing environmental awareness, attitudes, knowledge, and subsequently, pro-environmental citizenship behaviour. To answer the first research question, namely, in what ways does engagement in citizen science enhance environmental awareness, knowledge, and attitude among Thai citizens? We find that engagement in citizen science significantly boosts environmental awareness, knowledge, and attitude among Thai citizens by providing experiential learning opportunities that directly connect them with environmental issues. For the second research question, how do environmental attitudes, knowledge, and awareness, fostered through citizen science, contribute to pro-environmental citizenship behaviour in Thailand? Our findings highlight the significant role that education and awareness play in moulding environmental stewardship, drawing attention to the power of citizen science as a conduit for engaging communities in environmental conservation efforts. By dissecting the pathways through which citizen science influences environmental behaviour, our study observed a partial mediation effect, suggesting that while direct interventions are effective, their impact is substantially magnified when filtered through the lens of environmental awareness and attitude. This revelation not only enriches our understanding of the dynamics at play but also serves as a cornerstone for developing strategies aimed at fostering more sustainable interactions between humans and the environment.

The findings argue for a reimagined perspective on citizen science – not just as a method for data collection but as a transformative educational tool that fosters environmental awareness, knowledge, and attitudes conducive to pro-environmental citizenship behaviours (or sustainable behaviours). This research contribution is a clarion call to educators, policymakers, and community leaders, advocating for the integration of citizen science into broader environmental education and policy frameworks to leverage its full potential in cultivating an environmentally conscious citizenry. One of the key recommendations emanating from this current study is the integration of citizen science initiatives into the broader environmental education framework. There’s a need for educational programmes specifically designed to enhance circular literacy (Zwiers, Jaeger-Erben, and Hofmann 2020), encouraging individuals to take proactive steps towards sustainable use and consumption. Such programmes should not only aim to inform but also to inspire action. This is to leverage the curiosity and concern for the environment that resides within communities. Furthermore, policy frameworks could benefit from incorporating insights garnered from citizen science activities, using them as a basis for crafting more effective and inclusive environmental policies. By doing so, we acknowledge and harness the potential of citizen science as a powerful tool for societal change.

However, our research was not without its limitations. The study encountered limitations, including potential provincial limitations that may affect the generalisability of the findings. The focus on specific environmental behaviours also limits the scope of our conclusions, suggesting that there’s a broader spectrum of actions and impacts to be explored. Moreover, the complexity of measuring environmental attitudes and the subjective nature of behavioural change pose inherent difficulties in quantitatively assessing the influence of citizen science initiatives. Future studies could aim to transcend the geographical limitations of this research by exploring the impact of citizen science across diverse cultural contexts, thereby enriching our understanding of global environmental engagement strategies. Additionally, there’s a need to delve deeper into the spectrum of environmental behaviours, exploring not only the actions individuals are prompted to take but also the long-term sustainability of these behaviours. Investigating the psychological and social factors that influence the transition from awareness to action could yield valuable insights into how best to design citizen science and environmental education programmes that effectively motivate behavioural change. Moreover, future research could benefit from employing longitudinal study designs to track changes in environmental attitudes and behaviours over time, providing a more nuanced understanding of the enduring impacts of citizen science initiatives. Collaborations between researchers, policymakers, educators, and communities are essential to developing a holistic approach to environmental education and conservation efforts. Such partnerships could facilitate the creation of innovative citizen science projects that not only contribute to scientific knowledge but also empower individuals and communities to act as stewards of their environment.

Author Contributions

Wutthiya A. Srusathan: Analysis and interpretation of the data; the drafting of the paper and revising of the paper. Kanokorn Malai, Natananan Narathawaranan, Kiadtikun Coochampoo: The drafting of the paper and collecting data.

Phaninee Naruetharadhol: The conception and design, or, revising it critically for intellectual content; and the final approval of the version to be published. All authors agree to be accountable for all aspects of the work.

Ethical declaration

This study was conducted in accordance with the ethical standards. All procedures involving human participants were reviewed and approved by the Ethics Committee of Khon Kaen University with the approve ethical no. HE663387

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

All data related to this work will be available upon request.

Additional information

Funding

This research project has been funded by Khon Kaen University (Fundamental Fund: fiscal year 2024 by National Science Research and Innovation Fund (NSRF))” and Khon Kaen University International College

Notes on contributors

Wutthiya A. Srisathan

Wutthiya A. Srisathan is a lecturer at Department of Global Business, Khon Kaen University International College (KKUIC) where his area of interests are innovation management, organizational behavior, business and product development, and cost estimation in accounting and finance. In parallel he is a business analyst in open innovation project.

Kanokorn Malai

Kanokorn Malai is a graduate assistant researcher at Department of International Marketing, Khon Kaen University International College (KKUIC).

Natananan Narathawaranan

Natananan Narathawaranan is a graduate assistant researcher at Department of International entrepreneurship, Khon Kaen University International College (KKUIC).

Kiadtikun Coochampoo

Kiadtikun Coochampoo is a graduate assistant researcher at Department of International Marketing, Khon Kaen University International College (KKUIC).

Phaninee Naruetharadhol

Phaninee Naruetharadhol is Associate Professor at Department of International Technology and Innovation Management, Khon Kaen University International College (KKUIC). Her research interests are Organizational Behavior, Innovation Management, and Financial Planning shown at her ongoing research articles.