Measuring Pro-Environmental Behavior Triggered by Environmental Values

Pro-environmental behavior in addressing climate change is influenced by multi-dimensional factors—knowledge, values, intention and sociodemographic background. Correlational studies between environmental values and environmental behaviors have not been able to determine values or behaviors that need to be given priority in future interventions. Therefore, this study firstly determined the environmental values and pro-environmental behavior that are easy or difficult to embrace by 152 respondents with low socioeconomic background. Secondly, we identified the extent pro-environmental behavior is triggered by environmental values. This survey study employs the Rasch analysis model. The respondents had difficulty in associating themselves with biospheric values however readily demonstrated consideration toward altruistic values, especially related to concerns for future generations. In terms of environmental conservation behavior, the respondents were not willing to relinquish comfort easily, such as giving up self-driving and taking public transportation or reducing usage of electricity. In addition, adults of low socioeconomic background find it difficult to endorse statements such as getting involved in campaigns related to environmental conservation. Thus, younger family members must be educated about conservation behaviors such as environmental campaigns commonly offered at schools, and these youngsters can be encouraged to extend their role by educating their parents.