Abstract
It is well known that environmental protection behaviors are influenced by both individual internal motivation and external environmental pressure, but few studies have looked at the two kinds of factors together. In order to study the influence mechanism of these two kinds of factors on the environmental protection behavior of urban residents, especially the difference between these two kinds of factors, we take personal norms and social norms as independent variables into the theoretical model. Results based on survey data of 731 urban residents revealed that personal norms and social norms both are positively associated with environmental protection behavior. Moreover, environmental protection willingness was found to mediate the relationship of personal and social norms with environmental protection behavior. We also found that the direct and indirect influences of personal norms on environmental protection behavior are greater than that of social norms. Further, the study revealed that cost consciousness moderates the relationship between personal norms, environmental protection willingness, and environmental protection behavior. Our results suggest that personal norms have a greater impact on environmental protection behavior than social norms. Therefore, we need to make greater efforts to promote environmental education and cultivate young people’s sense of environmental responsibility from an early age. At the same time, it is necessary to maintain appropriate environmental pressure and reduce the environmental cost in the daily life of residents.
Highlights
Environmental problems have been the constant focus of global attention in recent years
Based on survey data of 731 urban residents our study revealed that personal norms and social norms both were positively associated with environmental protection behavior
Environmental protection willingness was found to mediate the relationship between personal norms, social norms and environmental protection behavior
Summary
Environmental problems have been the constant focus of global attention in recent years. The report states that the damage to the planet is so severe that, unless urgent and stronger action is taken to protect the environment, the planet’s ecosystems and the course of sustainable human development will be increasingly threatened. It is necessary to take some actions to protect our environment [1]. Even though the concept has been continuously advocated and promoted at a global level, many people still practice “free riding” behavior in their daily lives and turn a blind eye to the environmental problems around them. Encouraging every citizen to take positive actions and practice environmental protection is an important link to balancing the ecology and reducing pollution
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