PRO-ENVIRONMENTAL BEHAVIOR IN AN URBAN SOCIAL STRUCTURAL CONTEXT

Research into environmental concern and behavior has been extensive in the past few decades. The connection between the two, as well as other related variables, has however remained somewhat elusive. This study attempts to refine our understanding of how concern for the environment is related to pro-environmental behavior such as buying ecologically friendly products, driving less, conserving resources at home, recycling, etc., by considering the role played by social structural context and self-efficacy. Furthermore, through principle component analysis a particular dimension of pro-environmental behavior is identified so as to produce more robust and consistent results. Social structural context and self-efficacy are found to be powerful mediators of the relationship between environmental concern and pro-environmental behavior. Lastly, social structural context, as measured by the availability of curbside recycling, is shown to act as a gateway to additional pro-environmental behaviors beyond recycling.