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Home / Regular Issue / JSSH Vol. 32 (2) Jun. 2024 / JSSH-8995-2023

 

Unveiling the Influence of Subjective Norms on Flood Preparedness Among Household Renters: The Moderating Effect of Trust in Public Protection

Mohd Rozaimy Ridzuan, Jamal Rizal Razali, Soon-Yew Ju, Noor Amira Syazwani Abd Rahman and Lai-Kuan Kong

Pertanika Journal of Social Science and Humanities, Volume 32, Issue 2, June 2024

DOI: https://doi.org/10.47836/pjssh.32.2.12

Keywords: Climate change, disaster risk reduction, flood preparedness, renters, social norm theory, trust in public protection

Published on: 28 June 2024

This research builds on the social norms theory to investigate the connection between subjective norms, flood preparedness intention, and flood preparedness behavior. Furthermore, this study investigates how trust in public protection moderates the causal link between subjective norms and flood preparedness intention. Purposive sampling was used in this study by administering an online survey to a random sample of 150 tenants in Malaysia’s East Coast Region. Structured equation modeling (SEM) utilizing Smart Partial Least Squares (SmartPLS) was then used to analyze the data. The results showed that subjective norms (SN) have a positive relationship with flood preparedness intention (INT), and INT has a positive relationship with flood preparedness behavior (FPB). Interestingly, trust in public protection negatively moderates the relationship between SN and INT. The findings will offer valuable insights for policymakers, renters, landlords, and community organizations to develop targeted interventions and bolster flood preparedness among household renters in the East Coast region, ultimately fostering resilience and mitigating the impact of future flood events. This study provides first-hand information on the predictors of flood preparedness behavior among household renters in the East Coast Region, Peninsular Malaysia.

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