Green identity,green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviours

Policy-makers are interested in cost-effective and socially acceptable ways of encouraging the public to adopt more environmentally-friendly lifestyles. One area which UK policy-makers are focussing on is ‘catalyst behaviour’, the notion that taking-up a new behaviour (such as recycling) may cause people to adopt other pro-environmental behaviours. Yet, evidence for such ‘spill-over’ effects is so far limited, and it is unclear when and how cross-situational motivations (e.g., pro-environmental identity) may predict behaviour and when contextual factors are more important. We report on a postal survey (N = 551) of pro-environmental behaviours amongst the UK public. We assess the influence of pro-environmental self-identify on consistency across a range of behaviours. Pro-environmental values, perceived behavioural control, subjective norm, attitudes, and demographic factors were also measured. Findings show self-identity to be a significant behavioural determinant over and above theory of planned behaviour variables for carbon offsetting behaviour. However, pro-environmental self-identity was only a significant predictor for certain other pro-environmental behaviours; background variables were also important predictors. Limitations of the study, and implications for theory and policy, are discussed.     

The role of parental behaviour for the development of behaviour specific environmental norms – The example of recycling and re-use behaviour

Based on the norm activation theory we developed assumptions about how parents may influence specific pro-environmental behaviours (i.e. re-use of paper and recycling) of their children (age 8–10). A sample of 206 parent-child-dyads were investigated using questionnaires recording norm activation model variables for children (i.e. awareness of need, awareness of consequences, personal norm, subjective norm, pro-environmental behaviour), as well as communication behaviour and actual behaviour of parents. For both behaviours (re-use and recycling) two separate structural equation models were tested (N = 206 and N = 194). Model fit statistics indicate a good fit of empirical data and model structure for both behaviours, supporting our assumption that the norm activation model can be applied to pro-environmental behaviour of young children. Communication behaviour of parents had a different influence on the two respective behaviours. While parents seemed to influence their children's recycling behaviour via sanctions and their own behaviour, re-use of paper was mainly influenced via communication of problem knowledge.     

The relations between natural and civic place attachment and pro-environmental behavior

The relation between place attachment and pro-environmental behavior is unclear. Studies have reported that place attachment is associated both with more and less pro-environmental behavior. To help clarify this, we distinguished two dimensions of place attachment: civic and natural, and explored their respective influences on pro-environmental behavior. A community sample of residents (N = 104) from two proximate towns with different environmental reputations reported the strength of their civic and natural place attachment, their performance of various pro-environmental behaviors, and a number of sociodemographic characteristics. Regression analyses revealed that natural, but not civic place attachment predicted pro-environmental behavior when controlling for the town, length of residence, gender, education and age. This demonstrates that research and theory on place attachment should consider its civic and natural dimensions independently.     

The role of place identity and place attachment in breaking environmental protection laws

Place identity and place attachment have been related to several environmental variables such as appropriation, residential satisfaction, physical care taken of the neighbourhood, restorativeness, environmental attitudes and, especially, pro-environmental behaviour. However, the role of place identity and place attachment has not been analyzed in relation to anti-ecological behaviours such as transgressions of environmental protection laws. The aim of this study is to analyze the relationship of place identity, place attachment and environmental attitudes to the personal and social norms that explain the likelihood of illegal behaviours against the environment. The sample was composed of men and women, aged from 19 to 70 years, who were resident in rural, urban or tourist areas of a territory under high environmental protection. The strongest predictor of environmental transgression is personal norms, whereas place identity and place attachment have no direct relation with future transgression or personal norms. Place identity influences environmental attitudes and social norms, which are both antecedents of personal norms. The results led us to reconsider the efficacy of interventions aimed at encouraging compliance with environmental laws by only emphasizing individuals' bonds with the environment, and the need to extend the study of the role of personal and social norms in environmental protection.     

The measurement of place attachment: Personal,community, and environmental connections

Place attachment has been researched extensively in the social and behavioural sciences over the past two decades. However, it is challenging for researchers to assimilate the mixed messages presented in the place attachment literature and to understand the multiple place attachment terms. In this study, a four-dimensional model of rural landholder attachments to their natural resource management region was conceptually and empirically developed with the aim of developing an integrated approach to the measurement of place attachment that clearly distinguishes between different elements of place scholarship. A 29-item place attachment scale with the dimensions of place identity, place dependence, nature bonding, and social bonding was tested on a random sample of rural landholders in the Adelaide and Mount Lofty Ranges in South Australia (N = 320). The majority of respondents were male (69.3%) and the average age was 59 years. The scale was reduced to 20-items and then administered simultaneously and in the same response format to rural landholders in two other areas of South Australia: the Northern and Yorke region (N = 664) and South Australian Murray-Darling Basin region (N = 659). In both studies, the majority of respondents were male (85%) and the average age was 55 years. Exploratory factor and reliability analyses of Adelaide and Mount Lofty Ranges and Northern and Yorke datasets produced a five-dimensional model of place attachment with high reliabilities. Social bonding divided into the constructs of family bonding and friend bonding. The refined five-dimensional model was then examined for convergent validity, with moderate but significant correlations found between individual attachment constructs and dependent variables expected to be related to the construct, such as place identity and length of residence, and nature bonding and time currently spent in nature. We used confirmatory factor analysis to test the goodness-of-fit of the South Australian Murray-Darling Basin (SAMDB) dataset to the proposed five-dimensional model and then compared its fit to the traditional two-dimensional model of place identity and place dependence. The five-dimensional model provided moderate fit for the SAMDB data. We conclude with a discussion of the validity and reliability of the five-dimensional model and its future role in place attachment research.     

Environmental attitudes and behaviour of secondary school students in Hong Kong

Summary A postal survey of 992 secondary students in Hong Kong using the Weigel and Weigel environmental concern scale was conducted to investigate their environmental attitudes which were reflected in a readiness to engage in various pro-environmental behaviours including paper recycling at school and at home and the use of less tissues and plastic bags. The results indicated that students' expressed great concern about the environment and exhibited a strong willingness to participate in pro-environmental behaviour. However, students' overoptimism towards technological development and the perceived importance of the benefits of modern consumer goods were two major factors that contradicted their concern for environment. The Pearson correlation coefficient between environmental concern and comprehensive behavioural intention was strong and positive (0.52). Television and school were cited as major sources of environmental information. Mass media were more important than personal media in the dissemination of environmental information. Female students, older students and students living in private housing held more positive environmental attitudes and were more willing to engage in pro-environmental behaviour. Factor analysis indicated that the environmental concern scale was composed of two factors, personal sacrifice and optimism/issue.Ms Kara K.W. Chan is currently an assistant professor in the Department of Communication Studies, School of Communication, Hong Kong Baptist University. She has previously worked in the advertising and public relations profession and as a statistician for the Hong Kong Government. She is actively involved in research on Hong Kong and China's mass communication and advertising industry, consumer behaviour and the promotion of pro-environmental behaviour.     

Emotions,habits and rational choices in ecological behaviours: The case of recycling and use of public transportation

Two field studies examined the role of attitudes, subjective norms, perceived control, anticipated emotions, past behaviour and desire in the prediction of pro-environmental behavioural intention. The model of goal-directed behaviour (MGB) was applied to predict intentions to use public transportation instead of the private car for going to work (Study 1, N=180), and to recycle household waste (Study 2, N=154). Multiple regression and structural equation modeling were used to test the hypotheses in studies 1 and 2, respectively. As expected, results of the two studies indicate that negative anticipated emotions and past behaviour are significant predictors of desire to engage in pro-environmental action. Desire, in turn, positively predicts pro-environmental behavioural intentions. A direct link between past behaviour and intentions was also detected. Implications of the results for the promotion of pro-environmental behaviour are discussed.     

Engaging with the natural environment: The role of affective connection and identity

Research has shown pro-environmental behaviour to be positively associated with the strength of emotional connection towards the natural environment. The present study (N=199) investigated the predictive utility of an extended model of the theory of planned behaviour (TPB) [ Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50, 179–211] for people's intentions to engage with the natural environment. It was hypothesised that both affective connection and identification with the natural environment would contribute significantly to the prediction of people's intentions. A secondary hypothesis was that participants who had grown up in rural areas would report more positive orientations towards engaging with the natural environment than would urban participants. The research found that affective connection was a significant independent predictor of intentions to engage with the natural environment. Environmental identity was only a significant predictor in the absence of affective connection in the regression model. As predicted, rural and urban participants differed significantly along the measured variables.     

Theory of planned behaviour, identity and intentions to engage in environmental activism

This study incorporated identity constructs into the theory of planned behaviour (TPB) to investigate intentions to engage in environmental activism. First year students and participants of a students of sustainability conference (n=169) were administered a questionnaire survey that measured standard TPB constructs as well as environmental group membership and self-identity as an environmental activist. Consistent with predictions, environmental group membership and self-identity were positive predictors of intentions. Thus, greater involvement in environmental groups and a stronger sense of the self as an environmental activist were associated with stronger intentions to engage in environmental activism. There was also evidence that self-identity was a stronger predictor of intentions for participants with low rather than high environmental group membership. In accordance with the standard TPB model, participants with more positive attitudes toward and a greater sense of normative support for environmental activism also had greater intentions to engage in the behaviour. The implications for groups seeking to harness support for activities to protect the environment are discussed.     

Relationships between value orientations, self-determined motivational types and pro-environmental behavioural intentions

We examined the predictive power of egoistic, altruistic and biospheric value orientations and six types of self-determined motivations (i.e. intrinsic motivation, integrated regulation, identified regulation, introjected regulation, external regulation, and amotivation) toward acting pro-environmentally for explaining two types of pro-environmental intentions in two questionnaire studies among student samples (N = 304 and N = 520). The two pro-environmental intentional measures included choosing a car based on environmental performance and donating to an environmental organisation. Values were more predictive of pro-environmental intentions than were self-determined motivational types, although these differences were not always statistically significant. Furthermore, we explored how value orientations are related to self-determined motivational types. The more respondents were altruistically and biospherically oriented, the more they were self-determined to act pro-environmentally. When respondents endorsed egoistic values, they were less self-determined towards acting in a pro-environmental way. When altruistic and especially biospheric values were important predictors of pro-environmental intentions, stronger types of self-determined motivations were also important to explain intentions. And, when egoistic values contributed uniquely to the explanation of pro-environmental intentions, amotivation and external regulation (i.e. less self-determined motivational types) were most relevant for explaining intentions.     

Pro-environmental behaviours and park visitors: The effect of place attachment

The purpose of this study was to explore the ability of place attachment to predict place-specific and general pro-environment behavioural intentions. The study sample (n = 355) consisted of visitors to a Canadian national park, Point Pelee National Park. The place attachment scale utilized in this study was designed to measure three subdimensions: place identity, place dependence, and place affect. Exploratory factor analysis of data measured by these scales revealed two place attachment subdimensions. Place affect, an individual’s emotions and feelings for a place, acted as a more generalized or pervasive phenomenon. Place affect items loaded on both the place identity (an individual’s cognitive assessment of a place) and place dependence (an individual’s functional assessment of a place). Structural equation modeling confirmed the strength of place attachment’s ability to predict place-related pro-environment intentions. It also identified place attachment’s prediction of pro-environment behavioural intensions related to everyday life. Place identity mediated the effects of place dependence in predicting pro-environment intentions. Further research which utilizes in-depth and longitudinal case studies is suggested to explore the role of place-specific emotion and feelings, as well as place identity in fostering environmentally-responsible action as these factors are theorized to play an important role in promoting pro-environmental behaviour. Studies of place attachment to everyday settings rather than iconic national parks are also called for.     

Disruption to place attachment and the protection of restorative environments: A wind energy case study

Deepening understanding of public responses to large-scale renewable energy projects is of academic and practical importance, given policies to lessen fossil fuel use in many countries. Although the NIMBY (Not In My Back Yard) concept is commonly used to explain public opposition, the concept has been extensively critiqued. This study applies an alternative approach based upon the notion of disruption to place attachment, and the theory of social representations, with a focus upon the symbolic meanings associated with a proposed project and the places affected by it. Empirical data is provided from a case study of a proposed 750 MW offshore wind farm in North Wales, using group discussions and questionnaires distributed to local residents in two coastal towns (n = 488). Results indicate significant differences between each town's residents in their responses to the project, and how opposition arises from nature/industry symbolic contradictions: between a place represented in terms of scenic beauty that provides a restorative environment for residents and visitors, and a wind farm that will industrialise the area and ‘fence’ in the bay. In one of the towns, the data suggests that contradiction between project and place was experienced as a threat to identity for those with strong place attachment, leading to negative attitudes and oppositional behaviour. Levels of trust in key actors moderated the relation between place attachment and negative attitudes to the wind farm. The results provide further evidence of the role of place attachment in shaping so-called ‘NIMBY’ responses to development proposals, and challenge the assumption that offshore wind farms will prove less controversial than those onshore.     

The influence of place attachment, and moral and normative concerns on the conservation of native vegetation: A test of two behavioural models

This study examines the influence of place attachment, values, beliefs and personal norms about environmental action on the conservation of native vegetation in two primary production settings in South Australia. We use regression and multiple mediation analyses to test a base model of pro-environmental behaviour which includes variables from value-belief-norm (VBN) theory and then compare it to an expanded model which includes the same variables and five dimensions of place attachment. The expanded model including place attachment explained up to twice the amount of variance in native vegetation planting than the base model when controlling for all variables preceding behaviour, but the overall explanatory power was low (<22%). Place attachment had a stronger influence on the antecedents of behaviour compared with the behaviour itself, particularly nature bonding which was a significant moderate predictor of both personal norms and awareness of consequences in the two study regions. We assert that place attachment has statistically significant direct and indirect effects on variables included in VBN theory. Future studies may reveal stronger effects in settings where there are fewer resource and monetary costs associated with pro-environmental behaviour.     

Interdependence with the environment: Commitment,interconnectedness, and environmental behavior

Do individuals’ perceptions of their interdependence with the natural environment affect their environmental behaviors? From the perspective of interdependence theory, we introduce a scale to measure commitment to the natural environment. In Study 1, higher levels of commitment to the environment and greater inclusion of nature in the self separately predicted higher levels of pro-environmental behavior, even when controlling for social desirability and ecological worldview. In Study 2, participants primed to experience high commitment to the environment reported greater levels of pro-environmental behavioral intentions as well as pro-environmental behavior relative to participants primed to experience low commitment to the environment. Commitment to the natural environment is a new theoretical construct that predicts environmental behavior.     

More than good intentions: the role of conditions in personal transportation behaviour

Engaging individuals in pro-environmental behaviours is critical to addressing today’s environmental challenges. This study examines how conditions – or an individual’s context – influence action. Through semi-structured narrative interviews and document analysis, we examined the influence of conditions in five individual cases involving attempted change in personal transportation behaviour. The cases, studied over the course of one year, are derived from participants in a sustainability institute, representing a range of attempted behaviours, and highlight numerous potential barriers to desired pro-environmental behaviours. We found that the degree of engagement with sustainable transportation primarily was influenced by the amount and intensity of supportive conditions relative to barriers. Participants who successfully engaged in their desired transportation-related pro-environmental behaviours experienced physical, social, and learning conditions that promoted competence and satisfaction. We discuss the implications for designing interventions that encourage pro-environmental behaviours.     

Wasting ways: Perceived distance to the recycling facilities predicts pro-environmental behavior

The present study aims at providing an improved understanding of the environmental factors affecting pro-environmental behavior. To this end, we introduce the economic concept of bounded rationality to the domain of recycling behavior, hypothesizing that the subjective costs of recycling are a better predictor of an individual's tendency to recycle than the objective costs. At the chosen study site, recyclables needed to be disposed of at collection centers distributed throughout the city, allowing for the analysis of recycling-related costs by assessing the distance between participants’ residence and the nearest collection center. Results from an online questionnaire completed by N = 306 citizens indicate that the perceived distance to the recycling facilities is more closely related to recycling behavior than the actual distance. By means of hierarchical regression analyses, we demonstrate that the perceived distance explains unique variance in recycling behavior while the actual distance conveys only redundant information. Surprisingly, the predictive potential of participants’ distance estimates appeared to be significantly larger for recycling behavior than for recycling intention. The implications of our results are discussed with regard to potential opportunities to promote recycling behavior by targeting individuals’ biased perception of recycling-related costs.     

Improving Pro-environmental Behaviours in Spain. The Role of Attitudes and Socio-demographic and Political Factors

Over the last 30 years, Spain has witnessed great economic growth. Nevertheless, in spite of an increasing degree of environmental concern, environmentally friendly attitudes and behaviours are still clearly below the European average. In this context, this paper analyses the impact of personal control and attitudes, and of certain socio-demographic, economic and political variables in the development of two environmentally friendly behaviours in Spain: consumption and purchase. The data were provided by a survey carried out in 2007 by the Centro de Investigaciones Sociológicas (Centre for Sociological Research) in Spain. The results show the importance of personal control, level of environmental information, political ideology, age and educational level variables to explaining the development of pro-environmental-related consumption behaviours. Personal attitudes, work situation, female gender and level of environmental information influence pro-environmental purchase behaviour in a positive way. Taking into account that personal attitudes are more determining of pro-environmental purchase than consumption behaviour, policy measures such as informal education, tax measures, social and individual norms and interpersonal and institutional trust are discussed to increase the development of pro-environmental behaviours in Spain.     

Light rail use is more likely on “walkable” blocks: Further support for using micro-level environmental audit measures

The primary purpose of the study was to address the claim that people are more likely to walk to a transit stop if they live on a “walkable” block. An additional purpose was to evaluate the Irvine Minnesota Inventory (IMI) as an environmental audit tool. The IMI was used to measure walkability features of 19 blocks in a revitalizing neighborhood. We hypothesized that residents who walked to a light rail TRAX stop (n = 22) would live on blocks with higher walkability ratings compared to residents who did not walk to TRAX (nonriders, n = 15), or who walked only after a closer TRAX stop was built (new users, n = 11). A MANCOVA indicated the IMI scales differentiated the blocks; the strongest differences were obtained in subscales that measured the block's diversity, safety from crime and density (marginally significant). Participants' perceptions of their complete walk to the transit stop were consistent with the home block IMI scores, with the continuing riders having more positive views than the other two groups. The results show the ability of the IMI to distinguish among blocks in walkability, and support further use of this audit tool in environmental analyses and active living research. We end with a discussion of conceptual and methodological issues in the use of audit tools and provide recommendations for using these measures for local, immediate interests, as well as for building a broader science of environmental measurement.     

Are we counting what counts? A closer look at environmental concern,pro-environmental behaviour,and carbon footprint

Three parallel lines of inquiry regarding individuals' support for the environment have developed within the environmental social sciences. These include individuals' concern for the environment, research on private sphere pro-environmental behaviour (PEB), i.e. household actions seeking to improve the environment (e.g. buying better light bulbs), and more recently, ecological and carbon footprints. Researchers have noted that the correlates of this third form of support for the environment are not necessarily the same as the predictors of the first two forms. Using Canadian survey data, this study examines the relationships among, and predictors of, all three forms. Evidence that there is not a link between private sphere PEB and household carbon footprints, and that measures of socio-economic status (education and income) have different effects on different types of support for the environment, invites a discussion of whether environmental social scientists are really counting what counts.     

Mesoscale survey of western and northwestern Irish lakes – Spatial and aestival patterns in trophic status and phytoplankton community structure

Inland water bodies are considered as integrated parts of the landscape and the monitoring of water quality and aquatic resources need to be addressed on a regional basis for optimal assessment and management. In this study, a simple stratified sampling scheme was applied to a mesoscale survey of western and northwestern Irish lakes, which was carried out to identify, based on the distribution patterns of phytoplankton biomass, potential associations between lake trophic state and land cover attributes. Phytoplankton community analysis was also performed to determine whether taxa associations reflected meteorology-linked aestival succession or specific spatial distributions. The assessment was based on the typology of hydrogeomorphological and land cover attributes of river catchments through ArcGIS analysis. Sampling was carried out in 50 lakes and during a 15-week period in summer 2009. Results showed a general longitudinal gradient in the trophic status of the lakes sampled, with a greater frequency of mesotrophic lakes in the eastern part of the study area where land cover is dominated by agricultural surfaces. Significant relationships (p < 0.010) were found between chlorophyll-a concentration and the proportion of river catchment surface covered by agriculture land and wetlands, findings which might be considered further as proxies for developing an eutrophication risk index. Multivariate analysis of phytoplankton community data clustered the sampled lakes into three assemblages, with ordination along axis 1 being significantly correlated to time and temperature (p < 0.006). There was greater frequency of occurrence of diatoms in lakes from cluster III (Kruskal–Wallis, p < 0.05, H = 6.34, df = 2, n = 49), concomitant to lower chlorophyll-a concentrations, lake surface temperatures and Secchi depths, reflecting meteorological conditions dominated by precipitations. Those results support the potential of mesoscale surveys to assess water quality variables and detect environmental patterns at regional scales.