Predicting sustainable behaviours on building construction sites in Nigeria using the value-belief-norm theory

Upholding sustainable behaviours in pursuit of the Sustainable Development Goals (SDGs) among construction site workers in developing countries necessitated this study. This study investigated the predictive influence of values, beliefs and norms on construction-related sustainable behaviours (SBs) in 13 states across Nigeria. An explanatory research design was adopted with a cross-sectional survey questionnaire across 358 building construction site workers. Preliminary data assessment showed adequacy and strong suitability of the population, scale and responses. Data analysis involved descriptive statistics, correlations, and regression modelling, while mediation effects were tested using PROCESS Macro (Model 6), a statistical procedure for estimating multiple mediators in a single model with bootstrap confidence intervals. A total of 10 hypotheses were tested, and results showed that personal values, beliefs, and norms were all positively associated with SBs, and each significantly predicted these behaviours. Beliefs partially mediated the relationship between personal values and SBs, whereas norms (personal, social, or combined) did not serve as significant mediators. This suggests a context-specific dynamic in which workers prioritize immediate project demands over abstract normative considerations. The findings extend the application of the values-beliefs-norms (VBN) theory to the Nigerian construction sector, offering theoretical insight into value-driven behaviour under resource and time pressures. The findings also have practical implications for designing targeted organizational policies, training programmes, and incentive schemes to strengthen pro-environmental practices in construction sites.