Exploring the Trade-Off Between Materialism and Pro-Environmental Behavior Through the Lens of Narcissism

Certainly societal Discourses shape our individual worldviews, and our behaviors are influenced by our organizations’ quest for legitimacy during stakeholder interactions. However, when individuals communicate about sustainability-related initiatives, part of that exchange is influenced by each person’s environmental values, attitudes, and beliefs. What influences an individual’s pro-environmental values and behaviors? How can communication facilitate individual-level behavioral change? This chapter identifies factors influencing an individual’s pro-environmental values and behaviors; discusses the tentative link between values, attitudes, and behaviors; and identifies how communication can be used to influence individual-level behavioral change. Literature is reviewed which identifies and discusses pro-environmental values and beliefs and defines pro-environmental behaviors. Various persuasion and social influence theories are reviewed to help practitioners better understand how to stimulate pro-environmental behaviors. Key models of pro-environmental behavior are identified. Information is drawn from social marketing, health-related models, stages of change models, energy use reduction models, and communication campaign literatures. At the end of each block of theories, ways these theories can guide practice are highlighted. The chapter ends by focusing on concrete message strategies and the importance of interpersonal communication. Interview data is drawn from Sam’s Club; Bayern Brewing; the South Dakota Bureau of Administration; the State Farm Insurance processing facility in Lincoln, NE; the Neil Kelly Company; the City of Fayetteville; the University of Colorado, Boulder; and the University of Colorado, Denver.

Climate change is a global issue affecting individuals, industries, and economies around the world. Many individuals know the risks of climate change and are willing to change their behaviour, but still contribute to high levels of greenhouse gas emissions. This discrepancy between willingness and action has been described as the attitude-behaviour gap. The current study used the theory of planned behaviour to explore the relationships between risk perception, behavioural willingness, constructive hope, and pro-environmental behaviour. An anonymous online questionnaire was completed by 300 participants (74.0% female) aged 18 years and over (M = 41.5 years). Self-report scales measured levels of risk perception, behavioural willingness, constructive hope, and pro-environmental behaviour. As predicted, risk perception was positively associated with behavioural willingness, risk perception and behavioural willingness were positively associated with pro-environmental behaviour, and constructive hope was positively associated with pro-environmental behaviour. Additionally, the positive relationship between behavioural willingness and pro-environmental behaviour was moderated by constructive hope. This finding may be particularly useful for environmental educators, policy makers, and communicators.

Interactive effects of consumers’ ethical beliefs and authenticity on ethical consumption and pro-environmental behaviors

Social distance modulates the influence of social observation on pro-environmental behavior: An event-related potential (ERP) study

Background: The increasingly severe impacts of climate change require us to find positive ways for people to change their lifestyles and engage in more pro-environmental behaviors. Sport and outdoor activities are increasingly becoming a platform for sustainable development awareness and action. Particularly, the positive environmental effects of outdoor activities have been gaining increased attention. Previous research primarily focused on the theoretical level, lacking empirical studies on whether people who participated in outdoor activities are more pro-environment. Thus, this study aimed to use data to explore the relationship between outdoor activities and pro-environmental behaviors in China. Methodology： Data were based on the China General Social Survey (CGSS) 2021, comprising 2373 valid samples. Outdoor activity (OA) as independent variable, with 1648 participants (69.4%). The mediating variables were environmental knowledge (EK), environmental concerns (EC), and pro-environmental intension (PI). The dependent variable was pro-environmental behaviors (PB). Structural equation modeling was employed to test hypotheses using SPSS 26.0 and AMOS 26.0. Results: Firstly, OA impact EK (β = 0.22, p < 0.001), EC (β = 0.43, p < 0.001) and PI (β = 0.10, p = 0.043). Secondly, PB is influenced by EK (β = 0.33, p < 0.001) EC (β = 0.03, p = 0.076) and PI (β = 0.12, p < 0.001). Thirdly, PI is also influenced by EK (β = 0.46, p < 0.001) and EC (β = 0.17, p < 0.001). Moreover, EK positively impacted EC (β = 0.613, p < 0.001). Finally, EK, EC and PI had a significant mediating effect between OA and PB. The results showed that total effect (β = 0.18, p < 0.001), direct effect (β = 0.07, p < 0.009), and total indirect effect (β = 0.11, p < 0.001) were significant, the mediating effect accounted for 62.5% of the total effect. Discussion: The findings highlight the importance of OA as a potential driver for promoting PI and PB, which helps to protect the environment. We suggest attracting more people to participate in outdoor activities and increasing environmental education to promote PI and PB. In addition, people do need some environmental knowledge to act in a pro-environmental way, but some research has also pointed that too detailed and technical knowledge may have the opposite effect. Moreover, some studies have found that pro-environmental values have no influence over off-trail walking behavior and PI were not associated with PB in snow-sport based on value–action gap. Therefore, more studies on different types of outdoor activities should be conducted in the future.

This investigation focused on the antecedents and impacts on volunteer pro-environmental behavior, and explored the effects of meaningfulness through pride and environmental passion according to the cognitive appraisal theory of emotions. A mixed method research design was used, consisting of interviews, observations, and surveys with volunteers. The research was conducted at Danxia Mountain in Guangdong Province, China, a protected area, UNESCO World Heritage List site, and Geopark. Based on a survey of 302 volunteers, a sequential mediating model was tested through bootstrapping. It was found that perceived volunteering meaningfulness improved sustainable pro-environmental behavior, and pride and environmental passion played sequential mediating roles between meaningfulness and pro-environmental behavior. Compared with pride, environmental passion was the more significant and proximal antecedent of pro-environmental behavior. In addition, awe of the place strengthened the effects of pride and environmental passion on pro-environmental behavior. Theoretical and managerial implications for sustainable development practices in protected areas are outlined.

The daily habits and behaviors of modern society people harm the environment more than expected. It is well known that in order to protect the inherent values of the natural assets of the world we live in, and to sustain the mutual interaction of people with the environment in a productive manner, necessary precautions should be taken to establish and maintain pro-environmental behaviors. However, people act in different levels of pro-environmental behavior. Although most of the people state that they have a pro-environmental attitude, they cannot transform their attitudes into actual behaviors in their daily lives for various reasons. Examining the mechanisms underlying this phenomenon, known as the attitude-behavior gap, may contribute to the development of interventions that can help to understand how these behaviors differ among individuals and to eliminate this difference between the observed pro-environmental behaviors. At this point, neuroscience studies can provide a more comprehensive explanation of the reasons for the behavioral differences between these individuals, by comparing the performance of individuals with and without pro-environmental behaviors and those who have adopted and not adopting the environmentalist view, on behavioral tasks, and by simultaneously examining the physiological responses that may be related to sustainable behavior. This article will discuss how neuroscience and neuropsychological approach can provide an explanation for these questions through their unique methods.

Great scientific effort has been devoted to understanding what drives pro-environmental behaviour, yet the question of the environmental attitude–behaviour gap remains unanswered. Studies have indicated that self-regulation and executive functions may reduce such a gap by increasing individuals’ ability to maintain attention on present actions and to resist goal-conflicting temptations. Given the inherent association of self-regulation and executive functions with dispositional mindfulness, we carried out a cross-sectional study to test the hypothesis of the role of dispositional mindfulness in explaining the phenomenon. Our results showed that higher levels of dispositional mindfulness, measured via the Five Facets Mindfulness Questionnaire (FFMQ), are related to a higher tendency to perform pro-environmental behaviour, and that the observing facet of the construct would predict higher pro-environmental behaviour scores. Interestingly, we also found the acting with awareness and nonjudging factors to be moderators of the relationship between pro-environmental attitudes and behaviours, suggesting that enhanced awareness of the present moment may favour higher congruence between attitudes and behaviours, and that higher acceptance may favour more adaptive coping strategies to the climate challenge. Our findings provide a novel contribution to the understanding of the relationship between mindfulness and pro-environmental behaviour and support the perspective that self-regulation skills would contribute to reducing the environmental attitude–behaviour gap.

The imperative for pro-environmental behavior is growing globally, with green advertising encouraging sustainable choices. However, acting pro-environmentally often comes with negative monetary or behavioral consequences for individuals (i.e. costs). Because using a foreign language (vs. native language) changes how people make decisions, language interventions have been proposed as a possible way to nudge people toward more sustainable behavior. This research presents two experimental studies. Study 1 shows a higher willingness to choose a more sustainable product in response to a foreign language advertising message. Study 2 provides evidence that using a foreign language increases individuals’ willingness to engage in pro-environmental behavior that does not benefit themselves. We attribute these finding to the fact that communicating to consumers in a foreign language attenuates perceived behavioral costs associated with pro-environmental behavior. Our study is among the first to demonstrate language-induced effects on consequential sustainable behavior. However, the effect decreases with higher levels of individual environmental motivation.

Body Shop Indonesia is a company that upholds environmental values. These pro-environmental values are also applied in their organizational culture, including in existing regulations or policies. In this study, researchers are interested in describing the employee’s pro-environmental behavior who have instilled pro-environmental values. This research was conducted in industries that promote pro-environmental behavior. With a culture that focuses on environmental sustainability, the pro-environmental behavior of its employees will be more visible.Previous research was conducted in a particular area or organization in general. Measurement of pro-environmental behavior uses the Pro-Environmental Behavior (PEB) scale constructed by Blok, et al and adopted in the organizational context by Sanyal and Pal. The reliability of this scale is 0.810. Research on 150 employee respondents shows that they have a pro-environment that tends to be high. The results of this research can be used as a reference or basis for implementing a pro-environmental organizational culture

Public concern for the environment has increased in the past four decades (Kim and Choi 2005), leading to consumer demand for pro-environmental products and services. Research on the drivers of green consumption among Hispanic and other minorities is scarce (Lee 2008), focusing mainly on comparing Hispanics to other demographic groups in terms of environmental worldviews, knowledge or attitudes (e.g., Lynch, 1993; Noe and Snow, 1990; Whittaker et al. 2005). Little is known about whether these attitudes or concerns are translated into actual green consumption; this study intends to bridge that gap. People’s pro-environmental behaviors are often determined by what they know about the environment, how they feel about it, and what commitment they are willing to make (Maloney and Ward 1973). This notion is rooted in the cognition-affect-behavior (CAB) paradigm that has long been central to flow models of consumer behavior. In line with this paradigm, we propose a model that portrays a flow from environmental knowledge, green attitudes, and ecological affect, to green behavioral intent and actual green purchase behavior (Fishbein and Azjen 1975).The literature views increased environmental knowledge as an antecedent to more positive environmental attitudes (Chan 2001), but not necessarily to behavior. Conceptualized as beliefs about the environment (Banerjee and McKeage 1994) and environmental concern (e.g., Alwitt and Pitts 1996; Stone et al. 1995), pro-environmental attitudes were found to be associated with green consumers (Banerjee and McKeage 1994). In line with the CAB paradigm, which views attitudes as predicting affect and, in turn, actual behavior, the proposed model portrays positive relationship between environmental affect and behavior (e.g., Maloney & Ward, 1973; Chan and Lau, 2000). The literature indicates that the attitude-behavior relationship is stronger when the attitude considered is favorability toward performing a specific green behavior as opposed to attitudes toward general environmental issues (e.g., Hines et al. 1987). Additionally, previous studies showed significant positive relationship between ecological behavioral intention and actual behavior (e.g., Li, 1997; Maloney and Ward 1973; Schahn and Holzer, 1990).Survey data were collected from a convenience sample of 425 students of Hispanic ethnicity from a large Southeastern university. The survey included previously validated scales to measure environmental knowledge (Mohr, Eroglu and Ellen’s 1998), environmental attitude (Banerjee and McKeage’s 1994); Kim and Choi’s 2005), environmental affect (Maloney and Ward 1973), attitude toward green purchase (Taylor and Todd 1995), green purchase intention (Li 1997), and green purchase behavior (Kim and Choi 2005). Demographic data were also obtained.A structural equation modeling analysis was performed with modeling results indicating a satisfactory fit (x2 (933) = 1907.66, p < .001, CFI = .90, TLI = .90, RMSEA = .05, SRMR = .068). The values of CFI, TLI, RMSEA, and SRMR indicated that the proposed model adequately fitted the data. Results revealed that environmental knowledge was positively associated with environmental attitudes (β =.63), which in turn, was positively associated with attitude toward green purchase (β =.83), green purchase intention (β =.29) and green purchase behavior (β =.48). Additionally, environmental attitude was associated with environmental affect (β =.84), that was associated with green purchase intention (β =.44) and green purchase behavior (β =.48).Results confirm that the path between knowledge about the environment and green purchase behavior among young Hispanics is moderated by attitudes and emotional involvement with the issue. It confirms that behavioral intent is an antecedent to actual behavior. This study contributes to the literature on green consumption by examining the moderating effect of emotional involvement and attitude toward purchasing green. The model suggests that environmentally-friendly attitudes lead to green purchase behaviors via two possible paths. One is by activating “eco-affect” or the emotional involvement with environmental issues; the second path is through attitude towards purchasing green products. Although both paths were significant, the path that includes affect was found to be stronger. Results from this study have useful implications for marketers in terms of the type of message appeal that might resonate with the audience. Selecting between emotional appeal and the favorability of purchasing green products would activate different attitude-behavior mechanisms and should not be considered interchangeable.KeywordsEnvironmental AttitudeGreen ConsumptionEnvironmental KnowledgeStructural Equation Modeling AnalysisEmotional InvolvementThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

PurposeThis study aims to fill the gap on proenvironmental behavior studies among consumers in bottom of the pyramid (BOP) market by examining the relationship between values, beliefs and norms among Ghanaian consumers.Design/methodology/approachA sample of 324 Ghanaian consumers (responses rate of 64%) was used to estimate the model. The data was analyzed using maximum likelihood robust approach of Lavaan package for structural equation modeling in R.FindingsThe findings show that there is no significant relationship between values and the new ecological worldview, which also does not affect awareness of environmental consequences. However, awareness of consequences, likely based on personal experiences, significantly impacts perceived ability to reduce threats to the environment. Ghanaian consumers are mainly influenced by personal experiences with local environmental consequences that affect their perceived ability to reduce threats to their environment and their willingness to engage in proenvironmental behavior. The study supports the argument that proenvironmental behavior is the result of complex decision-making that might be influenced by a country’s economic situation, infrastructure, culture and institutions.Research limitations/implicationsThis study focuses on a single country in Africa. More studies are needed among other base of the pyramid countries, and in comparison to developed countries’ consumers.Originality/valueThe study adds to the limited knowledge regarding sustainable consumption in the neglected context of the bottom of the pyramid market.

PurposeMechanisms behind employees’ pro-environmental behaviors have increasingly been attracting scholarly attention. The purpose of this study is to examine how environmentally specific servant leadership contributes to employees’ organizational citizenship behavior for the environment (employee OCBE).Design/methodology/approachIn this research, employees from resort hotels in Central Vietnam were selected as participants. The data analysis was conducted through structural equation modeling and bootstrapping test.FindingsEnvironmentally specific servant leadership exhibited the positive association with employee OCBE through employee environmental engagement as a mediator. Two moderation mechanisms – organizational support for green behaviors and person-group fit – were also found to serve as enhancers for the effect of environmentally specific servant leadership on employee OCBE.Practical implicationsThe research results provide hospitality organizations with a premise for the focus of servant leadership and organizational support around pro-environmental values. It is also vital for practitioners to build the fit between employees and the organization’s pro-environmental values so as to further promote their positive reaction to environmentally specific servant leadership and engagement in pro-environmental behaviors.Originality/valueThe present study marks the confluence between environmentally specific servant leadership and employee OCBE research streams and provides a moderated mediation mechanism to shed light on such a relationship.

Green identity, green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviours

Connectedness to nature influences the well-being and health of individuals, communities, and the planet. Although many validated scales exist, none includes the three fundamental aspects of any attitude: the affective, behavioural, and cognitive components. The study’s main objective was to develop and validate an integral tool, the ABC Connectedness to Nature Scale (ABC-CNS), which would enable the measurement of the affective, behavioural, and cognitive aspects of this construct. The questionnaire was administered to 1,375 students (878 Ecuadorian and 497 Spanish). Exploratory factor analysis retained the three expected factors. Confirmatory factor analyses confirmed a robust adjustment for the tridimensional structure, but cross-cultural invariance was not attained: Although the ABC-CNS is valid for both Ecuador and Spain, the scores cannot be compared in both cultural contexts analysed. The pattern of relations with other psychological variables (proenvironmental values, appreciation and preservation of nature, and individual and classmates’ proenvironmental behaviours) provided evidence of the structure and construct validity. The ABC-CNS scale is an integral, reliable, and short tool to measure connectedness to nature through the proposed dimensions. The tool is suitable for environmental professionals and researchers to assess individuals’ connectedness to nature, a psychological variable that may affect a person’s mental health and proenvironmental behaviour.