Nationwide response to air pollution: Environmental behavior model based on self-identity and social identity process
Environmental problems such as air pollution are global, and are created by human collective behavior. Accordingly, their remedies call for residents to transform their Pro-environmental behavior (PEB) from individual level to collective level. Based on the perspective of self-identity process and social identity process, this research proposes a comprehensive model by integrating elements from theory of planned behavior (TPB), self-identity theory and social identity theory. To assess the model, we have designed questionnaire and collected the survey data using Questionnaire Star (a professional data platform in China). The data were analyzed using both structural equation model (AMOS) and regression analysis (SPSS). It is found that there exist interactions between individual and collective factors, and their positive influence on PEB of the individuals with varying strengths. The broader view of the model can enhance our understanding regarding the intricate internal structure of ecological behavior, and it can also offer valuable reference when formulating environmental policies and education strategies.