Pro-environmental Behavior Research Articles

Who is sufficient, and why? A mixed-methods approach to the social determinants of sufficiency lifestyles in the pursuit of decarbonisation

Sufficiency consists of less materially intensive consumption patterns that focus on wellbeing rather than material wealth. Such consumption patterns are commonly referred to as sufficiency lifestyles and are increasingly seen as a key driver for achieving decarbonisation. However, while research finds that sustainable consumption and environmental behaviour are often associated with high social status, lower carbon footprints and lower consumption more broadly are associated in the literature with poverty and deprivation. This article aims to investigate whether a combination of low carbon footprint and high wellbeing exists, what socio-demographic characteristics are associated with it, and to explore the actual experiences of people engaged in sufficiency lifestyles through initiatives and their characteristics. We use a mixed-methods design with data from demographically representative surveys in Denmark, Germany, Italy and Latvia (N=5,080), and in-depth interviews with participants from sufficiency-oriented intentional communities (N=90). We find that sufficiency lifestyles are linked to a stronger inclination towards sufficiency orientation or a heightened stronger environmental identity, accompanied by a negative correlation with social deprivation aspects. Drawing on the interviews, we find that individuals engaged in sufficiency-oriented practices tend to benefit from economic, social and cultural resources that allow them to overcome energy dependency and constraints, and that their motivations are not limited to pro-environmental behaviour. Based on these empirical findings, we explore potential avenues for the diffusion of sufficiency-oriented lifestyles, including the establishment of binding rules through a democratic process that curb overconsumption while providing attractive low-carbon lifestyles for all.

Corporate sustainability communication to promote pro-environmental behaviour: lessons learned from Balinese women in Indonesia

PurposeThis study aims to (1) examine corporate sustainability communication that promotes pro-environmental behaviour and (2) explore women’s experiences and expectations in relation to sustainability communication. Based on the findings, the study proposes a sustainability communication model that can facilitate the needs of both companies and women.Design/methodology/approachA case study was conducted to examine sustainability communication within the support waste management project of one company in Bali, Indonesia. Following the appreciative inquiry method, focus group discussions involving Balinese women and in-depth interviews were conducted to discover the best experiences and most appropriate ways to participate in waste management initiatives.FindingsThe findings show a gap between women’s understanding of sustainability issues and the information provided by the company. The company and women construct their own understandings of sustainability issues, and each has different capacities, needs, interests and values. This study contends sustainability communication as a process for co-creating meaning. It should begin by using the livelihoods and tangible impacts on women groups as the entry point.Research limitations/implicationsThe proposed framework suggests communication intervention that acknowledges the importance of community participation and empowerment as well as three levels of impact: for themselves, their environment, and their communities. This study also recommends further studies in different contexts, as this study was conducted in collectivist rural communities.Originality/valueThe proposed framework accentuates the value of communication processes and management as well as sustainability outcomes, and considers women as actors, rather than as objects.

The interplay of identity fusion, social norms, and pro-environmental behavior: an exploration using the dictator game

ABSTRACT This research investigated how identity fusion with environmental issues interacts with social norms to shape pro-environmental behaviors, elucidating the psychological structure underlying environmental ideological engagement. Building upon a measure of identity fusion that captures both relational and doctrinal components of Zmigrod ideology framework, we found that higher identity fusion positively predicted donations to an environmental association in a Dictator Game paradigm. Importantly, results revealed an interaction between identity fusion and norm source on donation amounts. For individuals lower in environmental identity fusion, pro-environmental norms had a greater impact when originating from a sourcesharing their worldview (low-fused) compared to a distant group (high-fused). However, for individuals with high fusion, norm source proximity did not significantly impact donations. By illuminating this interplay between the relational and doctrinal facets of ideological thinking, this research advances understanding of the social and psychological motivators of environmental actions. These findings highlight the importance of considering identity alignment and social dynamics in fostering ecological engagement.

Personality Traits as Predictors of Pro-Environmental Behavior: Evidence from the Philippines

One of the objectives within the 2030 Agenda for Sustainable Development set by the United Nations General Assembly is to enhance global awareness about sustainable development by disseminating precise information to people worldwide and encouraging lifestyles that harmonize with nature. Pope Francis's Laudato Si' is considered by many as a landmark document urging major change because it criticizes the consumer-centered way of life and argues that protecting the Earth requires a complete shift in our priorities. It is believed that pro-environmental behaviors play an important role in achieving the goals of the SDGs, UNESCO, and Laudato Si'. Previous studies have shown relationships between pro-environmental behavior and personality traits. However, these studies were conducted in foreign contexts, and to the best of the researcher's knowledge, there was no published local study that explains the connection between personality traits and pro-environmental behavior among Filipinos, particularly those in the workforce. This is the gap that this study aimed to address. This study determined the link between personality traits and pro-environmental behavior of Filipino workers in the National Capital Region (NCR). This utilized a cross-sectional predictive design. The participants were comprised of 644 Filipino workers from the NCR. In terms of gender, there were 256 (39.8%) males, 374 (58.1%) females, and 14 (2.2%) undisclosed. Two sets of self-report questionnaires were administered online: the Brief HEXACO Inventory and the adapted General Ecological Behavior Scale. Results of the main analysis suggest that only Extraversion, Conscientiousness, and Openness to Experience as personality traits positively predict pro-environmental behavior; while Honesty-Humility, Emotionality, and Agreeableness did not. This may suggest that individuals who score high on these personality dimensions are more likely to engage in behaviors that benefit the environment. Therefore, strategic interventions aimed at developing these qualities could potentially contribute to a significant shift towards sustainability among Filipino workers.

Defeminizing sustainability: How to boost men’s motivation for proenvironmental behavior.

Defeminizing sustainability: How to boost men’s motivation for proenvironmental behavior.

Enhancing tourism and hospitality organizations’ ESG via transformational leadership and employee pro-environmental behavior: The effect of organizational culture

Existing literature on environmental, social, and corporate governance (ESG) primarily focuses on outcomes, neglecting strategies to enhance its predictors. Drawing upon the competing values framework (CVF) and self-determination theory (SDT), this study investigates the interactive impact of transformational leadership (TFL) and two types of external-focused organizational cultures (OCs) on employee pro-environmental behaviors (PEBs) and subsequently ESG performance in the context of tourism and hospitality industry. By employing a time-lagged field investigation involving 57 Chinese hospitality organizations, this multilevel study draws several findings. First, TFL promotes PEBs among hospitality employees, which in turn contributes to enhanced ESG performance. Second, the adoption of an adhocracy culture in hospitality organizations can further enhance the positive impact of TFL on employee PEBs. Finally, this study also reveals the serial mediating roles of intrinsic and extrinsic motivation, that is, psychological empowerment (PE) and perceived insider status (PIS), in the relationship between TFL and employee PEBs.

Exploring climate-reproductive concern: factors influencing hesitancy towards parenthood in the context of the climate crisis

ABSTRACT The uncertainty surrounding the future influences significant life decisions, including the choice to have children, and previous research has raised concerns about how climate change might impact young adults’ reproductive plans. This study, conducted through an online survey, aims to provide insight into factors that distinguish individuals with high climate-reproductive concern. Specifically, we investigate the relationship between different levels of climate-reproductive concern and various psychographic factors such as attitudes towards reproduction and parenthood, the desired number of children, climate anxiety, depressive symptoms, values, environmental concerns (including overpopulation and resource use), pro-environmental behaviors, and a range of socio-demographic variables. Using a sample of 334 childless Americans aged 18 to 44, we found no significant differences across levels of climate-reproductive concern in parenthood attitudes, pro-reproductive attitudes, or the socio-demographic variables except for political leaning. Notable discrepancies existed for anti-reproductive attitudes, the preferred number of children, overpopulation concerns, altruistic values, and pro-environmental behaviors. Climate anxiety emerged as a crucial factor distinguishing between levels of climate-reproductive concern, whereas general depressive symptoms did not play a significant role. Our research provides a nuanced understanding of adults who hesitate to have children due to climate change concerns and offers implications for various stakeholders and research disciplines.

Normative influence on intention to segregate household waste: Reflections from a low-middle income city in urban Africa

ABSTRACT Household waste segregation is crucial for better domestic waste management, successful material recovery programs, environmental pollution reduction, and the promotion of circular economies. While prevalent in developed nations, global adoption of household waste segregation is lacking, particularly evident in emerging economies where city authorities grapple with mounting volumes of mixed waste. Our study, conducted in the Greater Accra Metropolitan Area, surveyed 1,245 households using a multi-stage sampling technique. Employing structural equation modeling, we assessed how descriptive, injunctive, and moral norms influence individuals’ intention to segregate household waste, considering sociodemographic attributes and policy effectiveness. Findings underscore the significance of descriptive and moral norms, affirming their impact on pro-environmental behaviors. The study reiterates the influential role of education, age, and neighborhood characteristics in moderating these norms and recommends the implementation of persuasive policies, like waste-for-cash incentives, backed by logistical support, infrastructure, and public education to foster household waste segregation and elevate waste management practices.

How to boost college students’ pro-environmental behavior: the implicit theory perspective

Purpose This study aims to examine how higher education can overcome some of the psychological barriers to pro-environmental behavior among college students by cultivating growth mindset of nature and to investigate whether, how and when growth mindset of nature can enhance pro-environmental behavior. Design/methodology/approach A three-wave survey was conducted to collect quantitative data on growth mindset of nature, connectedness with nature, pro-environment behavior and pro-environmental school climate among 283 undergraduate college students at two universities in China. This study used the Process Macro for SPSS (models 4 and 14) to reveal the effects of direct, mediating and moderated mediation. Findings The findings showed that growth mindset of nature positively affected students’ pro-environment behavior. Moreover, growth mindset of nature contributed to pro-environment behavior through the beneficial effects of connectedness with nature. In particular, positive pro-environmental school climate strengthens the mediating effects of connectedness with nature on the relationship between growth mindset of nature and pro-environment behavior. Practical implications Growth mindset of nature provides a vital impetus for facilitating college students’ pro-environmental behavior so that universities can incorporate sustainable development, climate change and environmental sustainability into curricula to cultivate students’ growth mindset of nature. Furthermore, educators could develop students’ connectedness with nature through environmental education by directly exposing them to nature. Finally, the pro-environmental school climate is the essential social-environmental nourishment for college students’ pro-environmental behavior. Originality/value This study advances implicit theory by introducing implicit beliefs to the environmental realm. Meanwhile, this study solves the puzzle concerning why people are aware of increasingly serious environmental issues, yet few are really engaged in pro-environmental behavior. A second contribution lies in extending the application of the pro-environmental climates into educational contexts to uncover the “black box” of how growth mindset of nature promotes college students’ pro-environmental behavior. Finally, this study enriches the literature on connectedness with nature by exploring the mediating mechanism of connectedness with nature between growth mindset of nature and pro-environmental behavior.

Exploring the Role of Tourist Pro-Environmental Behavior in Autonomous Vehicle Adoption: A TPB and PLS-SEM Approach

As businesses and governments increasingly explore innovative strategies to promote pro-environmental behavior, autonomous vehicles (AVs) have emerged as a key initiative for fostering sustainable communities. However, the specific norms—personal, descriptive, and subjective—that influence behavioral intentions regarding AV adoption remain underexplored. This research addresses this gap by integrating the extended theory of planned behavior (TPB) with pro-environmental variables to examine both direct and indirect influences on behavioral intentions. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the proposed model was validated with data from 516 domestic Chinese tourists. The findings highlight that subjective norms and trust significantly shape positive intentions toward adopting autonomous vehicles. Furthermore, environmental knowledge and concerns exert a significant indirect impact on these intentions, underscoring the complex interplay of factors that drive pro-environmental behavior. These results provide valuable insights for policymakers and practitioners aiming to enhance the acceptance of AVs in China and offer a foundation for future research on the role of norms in technology adoption.

Pro-Environmental Behavior of Tourists in Ecotourism Scenic Spots: The Promoting Role of Tourist Experience Quality in Place Attachment

Pro-Environmental Behavior of Tourists in Ecotourism Scenic Spots: The Promoting Role of Tourist Experience Quality in Place Attachment

Linking green transformational leadership and employee pro-environmental behavior: The role of intention and work environment

There are number of research studies conducted on transformational leadership and its significance on non-green outcomes, therefore there is a need to explore the impact of green transformational leadership (GTL) on employees’ green behavioral outcomes. This study examines the mediating role of intention and the moderating effect of work environment (WE) on the relationship between GTL and PEB via intention. In this study 418 responses were collected from employees working in pharmaceutical sector operating in Pakistan. Comprehensive analysis was conducted using structural equation modeling in Smart PLS-3, and the SPSS PROCESS MACRO (Model 14) was utilized to validate the moderated mediation hypotheses.

Does Climate Change Worry Decrease during Armed Conflicts?

Abstract: Climate change stands out as an especially pressing global concern. The aim of the present study was to explore whether climate change worry decreases during armed conflicts, using two time-points: before and during an armed conflict. Guided by the Transactional Theory of Stress and Coping (TTSC), we examined the interplay between risk appraisal, pro-environmental behaviors (PEBs), and climate change worry. A sample of 202 Israeli adults participated in two waves of data collection, completing self-report measures addressing climate change worry, risk appraisal, and PEBs. Results revealed a significant decline in climate change worry and risk appraisal during the armed conflict, whereas PEBs remained unchanged. Contrary to expectations, the associations between risk appraisal, PEBs, and climate change worry did not weaken during the conflict. Mediation analyses indicated that the decline in risk appraisal led to a decline in PEBs, which subsequently contributed to a decline in climate change worry. However, this mediation effect was partial, with most of the association remaining direct. These findings imply that the psychological impact of armed conflict may temporarily overshadow environmental concerns, emphasizing the need for strategies to maintain environmental awareness and behavior even during an armed conflict.

Influence of corporate social responsibility, green practices and organizational politics on sustainable business performance: the importance of employee pro-environmental behavior

Influence of corporate social responsibility, green practices and organizational politics on sustainable business performance: the importance of employee pro-environmental behavior

Shaping pro-environmental behavior through CSR messaging: Insights from the norm activation model

Encouraging consumers to adopt environmentally responsible behaviors is essential for achieving sustainability goals in hospitality and tourism. Service providers can leverage the norm activation model (NAM) and anthropomorphism to activate consumers’ personal norms and motivate pro-environmental actions. While NAM has been widely applied to pro-environmental intentions in tourism and hospitality, two critical research gaps remain (i) the role of message framing valence and (ii) the influence of anthropomorphism in shaping personal norms. We conducted two experiments where participants were exposed to CSR messages framed based on positive or negative consequences and anthropomorphic vs. non-anthropomorphic depictions of the Earth. Results showed that message framing alone did not significantly influence personal norms or pro-environmental behaviors. However, when positive consequence framing was combined with anthropomorphism, the effectiveness of the messages significantly increased, leading to greater pro-environmental intentions. These findings suggest that hospitality players can enhance the impact of their CSR messages by incorporating anthropomorphism and emphasizing positive outcomes.

Investigating Sense of Place and Geoethical Awareness among Educators at the 4th Summer School of Sitia UNESCO Global Geopark: A Quasi-Experimental Study

Anthropogenic global challenges and environmental pressures are increasingly significant. Developing pro-environmental behavior and geoethics is crucial for enhancing awareness, action capability, and respect for natural systems. UNESCO Global Geoparks (UGGps) play a vital role in conserving geological and biological diversity while aligning with the United Nations’ Sustainable Development Goals. This quasi-experimental study, conducted during the 4th Summer School of Environmental Education on Geotopes and Sustainability at the Sitia UGGp, uses a pre–post design and comprehensive questionnaire to explore changes in participants’ sense of place and geoethical awareness. Results indicate significant improvements in place attachment, place meaning, and geoethical awareness. These findings suggest that stronger emotional bonds and deeper personal meanings related to the Sitia UGGp correlate with increased geoethical awareness. This research highlights the role of psychological connections in influencing geoenvironmental ethics and underscores the importance of place-based emotional and cognitive bonds in fostering geoethical thinking. However, this study’s limited sample size and the specific geographic context of Sitia UGGp may limit the generalizability of the findings. Despite these limitations, this study provides insights into the interplay of emotions, meanings, and geoethics within the sustainability and resilience spectrum.

Team GHRM and Team Pro-environmental behavior

Team GHRM and Team Pro-environmental behavior

Research on the Influence Mechanism of Tourists’ Pro-Environmental Behavior in Globally Important Agricultural Heritage Sites: A Case Study of the Anxi Tieguanyin Tea Culture System in China

The harmonious coexistence of humanity and nature stands as a paramount objective in the global endeavor towards ecological civilization. By vigorously promoting eco-friendly recreational activities within World Agricultural Heritage sites, we can evoke tourists’ emotional understanding and empathy towards environmental protection. This approach presents an optimal solution to the challenges faced in realizing the ecological value of these heritage sites, thereby fostering an even deeper harmony between people and nature. For this study, the Anxi Tie Guan Yin Tea Cultural System, a site of global agricultural heritage significance, was chosen as the case study. Employing structural equation modeling (SEM) analysis, a survey was administered to 452 local tourists for empirical testing. The research reveals several key findings: (1) Tourists’ environmental concern exerts a notably positive influence on their pro-environmental behaviors; (2) both nature empathy and ecological anxiety serve as mediators in the relationship between environmental concern and tourists’ pro-environmental behaviors; (3) furthermore, nature empathy and ecological anxiety exhibit a sequential, or chain, mediation effect between environmental concern and pro-environmental behaviors; and (4) lastly, the impact of nature empathy and ecological anxiety on tourists’ pro-environmental behaviors differs according to gender. Consequently, managers of agricultural heritage sites should aim to evoke tourists’ sense of nature empathy while appropriately stimulating their ecological anxiety, thereby providing guidance for ensuring a harmonious blend of human activities and the ecological environment and ultimately fostering the sustainable development of World Agricultural Heritage sites.

Green financing and sustainability reporting among SMEs: The role of pro-environmental behavior and digitization

Despite the iconic contribution of SMEs to national and international development, it is widely recognized that they could threaten the circular economy due to their inadequate resources. In light of this, the paper put forward the resource-based view theory in order to comprehend the motivations behind SMEs' engagement in environmentally-friendly activities and, consequently, to get to the bottom of their sustainability disclosure. To this end, the study examined the effect of green financing on sustainability reporting phenomenon. Secondly, the mediation effect of pro-environmental behavior in the relationship between green financing and sustainability reporting was assessed. Finally, the research determined the moderation effect of digitization in the relationship between pro-environmental behavior and sustainability reporting. Data from 352 SMEs from Ghana were collected between May and June 2024, by employing the structured questionnaire. The data was analyzed through Structural Equation Modeling, performed with Amos (v.23). The study found the effect of green financing on sustainability reporting to be positive and significant. Pro-environmental behavior was revealed to partially mediate the relationship between green financing and sustainability reporting. The relationship between pro-environmental behavior and sustainability reporting was also found to be positively moderated by digitization. The study's findings facilitate the integration of digitization in SMEs' operations, and could be used to foster the promotion of green financing policies among SMEs, governments, and non-governmental agencies. The outcomes of the study aim at guiding and stimulating further studies on the promising relationship between digitization and sustainability reporting in the context of SMEs in emerging economies. Future studies are encouraged to investigate how business activities are influenced by specific green financing policies such as green bond since the present research considered the general perspective of green financing.

Barriers to Pro-Environmental Behavior Change: A Review of Qualitative Research

In recent decades, reports of deforestation, mass extinctions, biodiversity loss, and emergencies like floods and droughts have clearly highlighted the impact of human activities on climate change. This underscores the need for significant lifestyle changes to mitigate this impact. Pro-environmental behavior (PEB) change involves adopting actions that protect the environment and reducing environmentally harmful activities to promote sustainability. While qualitative research may provide unique insights into PEB barriers that are challenging to capture through quantitative methods, reports of qualitative studies are scattered across different literatures with little integration. With the present review, we bring together qualitative studies on PEB barriers and examine whether those studies reveal barriers compatible with existing barrier frameworks from environmental psychology. We identified 38 qualitative studies on barriers to PEB change. Our analysis revealed that most of the barriers to individual pro-environmental action identified in qualitative studies align with environmental psychology frameworks. These barriers were experienced not only by individuals in their role as consumer or citizen, but also by community-level actors (e.g., seeking to implement pro-environmental policies) and industrial decision-makers (e.g., aiming to reduce the ecological footprint of their business activities). Our findings underscore the multifaceted nature of barriers to PEB change and emphasize the importance of addressing structural and institutional factors alongside individual-level interventions.