Pro-environmental Behavior Research Articles

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.

Influence of socio-demographic and psychological factors on shaping farmers’ pro-environmental behavior in Dinajpur, Bangladesh

Influence of socio-demographic and psychological factors on shaping farmers’ pro-environmental behavior in Dinajpur, Bangladesh

A Typology of Pro-Environmental Behaviors: Demographic Correlates and Reasons for Limited Public Engagement in Pro-Environmental Behaviors

A Typology of Pro-Environmental Behaviors: Demographic Correlates and Reasons for Limited Public Engagement in Pro-Environmental Behaviors

Exploring the role of identity in pro-environmental behavior: cultural and educational influences on younger generations.

It is of paramount importance to gain an understanding of pro-environmental behavior if we are to successfully tackle the climate crisis. The existing body of research provides evidence that identity influences pro-environmental behavior. However, such research is often over-generalised and researchers are challenged to conduct robust analyses with regard to specific local, cultural and educational factors. The present study aims to investigate whether personal or social identity has a distinct effect on three different dimensions of pro-environmental behavior, using the principles of self-categorisation theory. Additionally, the study seeks to determine whether one of these two factors, the individual or the social factor, is predominant over the other. The study group consisted of cooperative students in Germany, typically a group with high professional ambitions. The data was collected in a cross-sectional survey with a total of 568 cooperative students from academic disciplines in engineering and economics. The reliability of the scales is satisfactory (ω = 0.76-0.88), and the hypotheses are tested by estimating structural equation models. Our research demonstrates that while social identity exerts a stronger influence on activist behavior than personal identity, personal identity has a more pronounced effect on consumer behavior than social identity. Nevertheless, no general statement can be made regarding the relative strength of the effects of personal and social identity on pro-environmental behavior dimensions.

Predicting Pro-Environmental Behaviours in the Public Sphere: Comparing the Influence of Social Anxiety, Self-Efficacy, Global Warming Awareness and the NEP

Environmental sustainability depends highly on our ability to identify the determinants of various types of pro-environmental behaviours (PEBs). However, so far, public sphere pro-environmental behaviours (PBS-PEBs) have received little attention in the scientific literature. This paper aims thus to fill this gap by exploring the role of dispositional (i.e., social anxiety and self-efficacy) and social psychological factors (i.e., environmental concern and global warming awareness) in the prediction of PBS-PEBs. An online questionnaire, including measures of these factors, was administered to residents (N = 199) of various Italian cities. The results indicated that (1) dispositional social anxiety (but not self-efficacy) directly (and negatively) predicts PBS-PEBs and that its effect is comparable to that of the social psychological factors considered (environmental concern and global warming awareness); (2) global warming awareness (positively) predicts PBS-PEBs directly, while (3) environmental concern, measured through the NEP scale, does it indirectly. Implications of the results for modelling the role of dispositional anxiety, environmental concern and global warming awareness in studies on PBS-PEBs are briefly outlined.

The effects of resident-tourist interaction quality on residents’ pro-environmental behaviour through improved relationships: a combination of symmetric and asymmetric analysis

Cultivating residents’ pro-environmental behaviours (PEBs) is crucial for tourism destinations to promote sustainable development. While residents’ PEBs has become a popular area of research, limited consideration has been given to whether and how interactions between residents and tourists influence residents’ PEBs, leaving this research domain underexplored. Based on self-determination theory and complexity theory, this research explores how social antecedents affect residents’ PEBs by conducting Partial Least Squares Structural Equation Modelling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) analyses. An empirical survey was conducted among 535 residents of the West Lake Scenic Area, a major tourism destination in China. The PLS-SEM results demonstrated that high-quality resident-tourist interaction facilitated residents’ closeness with tourists and their attachment to the destination, which, in turn, contributed to residents’ active engagement in PEBs. The results from fsQCA indicated that relying exclusively on PLS-SEM may be insufficient for achieving a comprehensive understanding of the proposed research model. According to fsQCA, this study identified 11 distinct solutions that sufficiently explain high levels of residents’ PEBs, demonstrating how various antecedents work in unison to facilitate residents’ PEBs. This research concluded by proposing theoretical and practical implications of facilitating residents’ PEBs.

Towards green hospitality: exploring the consumer perceived value of pro-environmental star-graded accommodation

PurposeThis paper explores the effect of pro-environmental measures and green behaviour of star-graded accommodation establishments on the consumer perceived value that domestic tourists associate with them. From our study’s perspective, value creation via green hospitality may promote more responsible and environmentally friendly consumptive behaviour amongst domestic tourists.Design/methodology/approachDesigned as a cross-sectional deductive study, data were generated from an online panel sample of 440 South African domestic tourists. The hypotheses were tested using SmartPLS 4 via partial least squares–structural equation modelling. Further, multi-group analysis assessed and exposed gender-based differences.FindingsThe findings imply that green hospitality positively influences the value perceptions of tourists. More in-depth analyses indicate gender-based heterogeneity in the effect of green hospitality aspects on consumer perceived values. Our findings establish pro-environmentalism within the accommodation sector as an approach to initiating pro-environmental behaviour change through value creation.Originality/valueOur study extends the theory around pro-environmental behaviour and provides empirical evidence from domestic tourists as an under-researched population within the debate around tourism sustainability and green hospitality. The study sheds new light on the importance of supply-side green interventions in tourist behaviour and highlights the potential influence of gender differences. It explores this in the context of an emerging tourism destination in the Global South.

Attitudes towards Climate Change among Wilderness Seekers

The aim of the study was to explore attitudes towards climate change among wilderness seekers. The subjects were 273 (M = 23.15, SD = 7.72) adults. These included: 189 women, 80 men and 4 people who identified as non-binary. The respondents completed four questionnaires: Wilderness Novelty Seeking Scale, Wilderness Self-Efficacy Sale, Wilderness Courage Scale, and Attitude Towards Climate Changes Scale. There were three distinct profiles of the respondents: Curious, who are interested in the wilderness but lack the skills and courage to explore dangerous wilderness places; Adventurous, who actively seek experiences in dangerous wilderness places and have survival skills; and Indifferent, who have little interest in the wilderness. The participants in these profiles differed in terms of attitude toward climate change. The Curious and Adventurous groups were significantly more concerned about climate change. In addition, they were more likely to believe that climate change is already having a negative impact on the lives of people in the places where they live. Furthermore, The Curious group felt less positive about climate change than the Adventurous group. They also felt more negative about it. Finally, wilderness seekers (Curious and Adventurous) were statistically more likely to engage in pro-environmental behaviors in the context of climate change compared to the Indifferent group.