HUBUNGAN STEWARDSHIP BELIEF DAN PRO-ENVIRONMENTAL BEHAVIOUR DENGAN ENVIRONMENTAL GUILT SEBAGAI MEDIATOR

Environmentally friendly behaviour is a critical component of environmental
sustainability. This study aims to examine the relationship between stewardship belief and proenvironmental behaviour, with environmental guilt as a mediating variable. A quantitative
approach was employed using a survey method to collect data from respondents. The results
indicate that stewardship belief has a significant and positive effect on both pro-environmental
behaviour and environmental guilt. In addition, environmental guilt positively influences proenvironmental behaviour, suggesting its role as an internal motivational mechanism. Mediation
analysis further reveals that environmental guilt partially mediates the relationship between
stewardship belief and pro-environmental behaviour, indicating the presence of both cognitive
(belief-based) and affective (emotion-based) pathways in shaping behaviour. These findings
highlight the importance of integrating moral beliefs and emotional responses in promoting
environmentally responsible behaviour.