3 Important Components to Pro-Environmental Behaviour

Introduction to Pro-Environmental Behaviour

Environmental sustainability is one of the most pressing concerns of our time, requiring individuals, communities, and organizations to adopt behaviors that mitigate ecological harm. To understand why people choose to engage in—or refrain from—pro-environmental behaviour, psychologists and social scientists often turn to theoretical frameworks. Among these, the Value-Belief-Norm (VBN) theory stands out as a robust model explaining the psychological drivers of environmentally responsible behavior.

The VBN Theory

The VBN theory, developed by Stern and colleagues, integrates insights from various social-psychological theories, including Schwartz’s Norm Activation Theory (NAT) and value theory. It posits that individuals’ pro-environmental behaviors are primarily shaped by a sequential chain of psychological factors-

The Value-Belief-Norm Theory (Stern, 2000)

1. Values- Deeply held principles that guide how individuals perceive the world and prioritize issues.
2. Beliefs- Cognitive assessments about the state of the environment and humanity’s role in its protection or degradation.
3. Norms- Internalized expectations about appropriate behavior, which are activated when individuals feel morally obligated to act.

The theory emphasizes that these elements are interconnected. Values influence beliefs, which in turn activate personal norms that drive behavior. Importantly, the VBN theory situates pro-environmental behavior within a broader socio-psychological context, recognizing that individual actions are influenced by both personal dispositions and external circumstances (Stern et al., 1999).

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Values

Values are the bedrock of the VBN framework, serving as the lens through which individuals interpret environmental issues. According to Schwartz’s value theory, values can be categorized into broad domains such as altruistic, biospheric, and egoistic orientations (Schwartz, 1992)-

Values in Environmental Attitude

• Altruistic values emphasize concern for the welfare of others, including future generations.
• Biospheric values focus on the intrinsic worth of nature and ecosystems.
• Egoistic values prioritize self-interest, such as financial security or social status.

Research indicates that altruistic and biospheric values are positively associated with pro-environmental behaviors, as they align with concerns about ecological preservation and social responsibility (Steg et al., 2014). Conversely, egoistic values may undermine such behaviors unless they align with personal benefits derived from environmental protection (e.g., saving money through energy efficiency).

For instance, a person with strong biospheric values may prioritize reducing their carbon footprint out of a deep respect for the planet’s ecosystems. Similarly, altruistically inclined individuals might advocate for renewable energy policies to ensure a sustainable future for humanity.

Beliefs

Beliefs act as the intermediary between values and norms, providing the cognitive framework that connects an individual’s principles to specific environmental concerns. Within the VBN theory, three belief systems are particularly influential-

Statements of the New Ecological Paradigm Scale

1. Environmental worldview (NEP Scale)- The New Ecological Paradigm (NEP) scale assesses the extent to which individuals recognize humanity’s interdependence with the natural environment (Dunlap et al., 2000). A strong ecological worldview aligns with greater acceptance of environmental responsibility.
2. Awareness of consequences (AC)- This refers to the belief that environmental issues pose significant risks to ecosystems, human health, and social systems. People who are more aware of the consequences of environmental degradation are more likely to adopt pro-environmental behaviors (Stern, 2000).
3. Ascription of responsibility (AR)- This belief pertains to the extent to which individuals perceive themselves as personally responsible for addressing environmental problems. High AR fosters a sense of moral obligation to act.

These beliefs are critical because they translate abstract values into actionable concerns. For example, a person with strong biospheric values may develop an ecological worldview that recognizes the interdependence between human activity and environmental health. If this individual also believes that climate change poses severe risks (AC) and feels personally responsible for mitigating these risks (AR), they are more likely to engage in behaviors such as reducing energy consumption or supporting environmental policies.

Norms

Personal norms represent the culmination of the VBN chain, serving as the immediate driver of pro-environmental behavior. Norms are internalized standards of behavior, activated when individuals perceive a moral obligation to act in line with their values and beliefs.

Norm Activation Theory (NAT), a precursor to the VBN model, identifies two conditions necessary for norm activation-

The norm-activation theory (as adapted by Hunecke et al., 2001, p. 832)

1. Awareness of need- Recognition that an issue requires attention or intervention.
2. Awareness of efficacy- Belief that one’s actions can contribute meaningfully to addressing the issue (Schwartz, 1977).

The VBN theory builds on NAT by highlighting how values and beliefs shape the activation of norms. For instance, someone who believes that climate change poses dire consequences (AC) and feels personally responsible (AR) may experience an activated norm to reduce their carbon footprint, leading them to adopt energy-efficient technologies or participate in environmental advocacy.

Importantly, norms are not static; they can be reinforced or weakened by social and cultural factors. Social norms, or shared expectations within a group, often interact with personal norms to either amplify or suppress pro-environmental behavior. For example, in communities where recycling is a widely accepted practice, individuals may feel a stronger personal obligation to recycle due to the reinforcement of social norms.

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Pro-Environmental Behavior

The ultimate outcome of the VBN process is the adoption of pro-environmental behaviors, which can range from simple actions like conserving water to more complex commitments like advocating for systemic policy changes. These behaviors are often categorized as-

1. Private-sphere behaviors- Actions taken within the household, such as reducing energy use, composting, or purchasing eco-friendly products.
2. Public-sphere behaviors- Activities that influence broader societal outcomes, such as voting for green policies, participating in environmental organizations, or engaging in activism.
3. Policy support- Advocacy for or acceptance of regulations aimed at environmental protection.

The likelihood of engaging in these behaviors depends on the strength and alignment of values, beliefs, and norms. For instance, individuals with strong biospheric values, a clear understanding of environmental risks, and a sense of personal responsibility are more likely to engage in behaviors that benefit the environment, even when such actions involve personal costs.

Empirical Evidence Supporting the VBN Theory

Numerous studies have validated the VBN theory’s effectiveness in predicting pro-environmental behavior across diverse cultural and geographic contexts. For example:

• Dietz et al. (2005) found that altruistic and biospheric values, mediated by ecological worldviews and personal norms, significantly predicted support for environmental policies.
• Hansla et al. (2008) demonstrated that values influence energy-saving behaviors through the activation of personal norms, with beliefs about the consequences of energy use playing a mediating role.
• Steg et al. (2014) highlighted the role of biospheric values and ecological worldviews in promoting sustainable transportation choices, such as cycling and public transit use.

These findings underscore the importance of addressing the entire VBN chain when designing interventions to promote environmental sustainability.

Critiques of the VBN Theory

While the VBN theory provides a comprehensive framework, it is not without limitations. Critics argue that-

• The model underestimates the role of external factors, such as economic constraints and infrastructure availability, which can inhibit pro-environmental behavior even when values, beliefs, and norms are aligned.
• Cultural differences may affect the salience of certain values and beliefs, suggesting a need for localized adaptations of the theory.
• The linear progression of values to behavior may oversimplify the complex interplay between psychological and contextual factors.

Addressing these challenges requires integrating the VBN theory with broader socio-ecological models that account for structural and cultural influences.

Conclusion

The Value-Belief-Norm (VBN) theory offers a nuanced understanding of how norms, beliefs, and values shape pro-environmental behavior. By emphasizing the sequential interplay between these psychological factors, the theory provides a roadmap for fostering sustainable actions at both individual and collective levels. While challenges remain, the VBN framework continues to inspire research and practice aimed at addressing the urgent environmental crises of our time.

References

Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmental concern. Human Ecology Review, 6(2), 81-97.

Schwartz, S. H. (1977). Normative influences on altruism. Advances in Experimental Social Psychology, 10, 221-279.

Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25, 1-65.

Dunlap, R. E., Van Liere, K. D., Mertig, A. G., & Jones, R. E. (2000). Measuring endorsement of the new ecological paradigm: A revised NEP scale. Journal of Social Issues, 56(3), 425-442.

Steg, L., & Vlek, C. (2009). Encouraging pro-environmental behavior: An integrative review and research agenda. Journal of Environmental Psychology, 29(3), 309-317.

Hansla, A., Gamble, A., Juliusson, A., & Gärling, T. (2008). Psychological determinants of attitude towards and willingness to pay for green electricity. Energy Policy, 36(2), 768-774.