How Subjective Socioeconomic Status Influences Pro-Environmental Behavior: The Mediating Role of Sense of Control and Life History Strategy.

Abstract

Understanding the psychological drivers of pro-environmental behavior across different socioeconomic statuses (SESs) is crucial for effectively addressing environmental challenges. To assist businesses and management departments in adequately identifying the psychological characteristics of target consumer groups from different SES backgrounds, our research manipulated subjective SES through three experimental studies to investigate the influence of subjective SES on pro-environmental behavior. Studies 1 and 2 adopted online experiments to examine the influence of subjective SES on pro-environmental behavior within the private sphere and the public sphere. Subsequently, Study 3 further investigated the psychological mechanisms through which subjective SES influences pro-environmental behavior. These results indicated that individuals from high SES backgrounds exhibit a greater propensity for green consumption behavior and contribute more financially to environmental organizations than those from low SES backgrounds. In addition, these studies further elucidated that the sense of control and life history strategy sequentially mediate the relationship. These findings provide empirical evidence for understanding whether and how subjective SES influences pro-environmental behavior, and enriching the theoretical framework of the relationship between subjective SES on pro-environmental behavior.