Abstract
Pro-environmental behavior depends on the behavior of others. For a UK panel data set, we find that individuals’ pro-environmental behavior increases in the behavior of peers in their region. This happens the more so, the greener the self-image of an individual. Diversity of regional green behavior plays a further role, with fractionalization negatively related to pro-environmental behavior and polarization positively so: peer pressure exerts a less strong influence when behaviors are diverse, and a stronger influence when behaviors are very polarized.
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