Does Subjective Well-Being Promote Pro-Environmental Behaviors? Evidence from Rural Residents in China

The spontaneous pro-environmental behavior (PEB) of rural residents is essential for rural environmental governance. Existing studies have primarily focused on the impact of objective factors on individual PEB, while less attention has been paid to the role of subjective factors, such as rural residents’ subjective well-being, in shaping such behaviors. Based on the Chinese General Social Survey (CGSS) data, this study evaluates the impact of subjective well-being on the PEB of rural residents. The results show that subjective well-being significantly promoted the PEB in both the private sphere with reciprocity and the public sphere with altruistic attributes. Subjective well-being affected PEB mainly by enhancing rural residents’ social interaction and reciprocity with others and raising their fraternity and altruism. Moreover, the positive effect was mainly driven by women and individuals with more environmental knowledge. Therefore, enhancing rural residents’ subjective well-being is not only an important development goal, but also the starting point and foothold of solving the contradiction between economic development and environmental protection and promoting social harmony.