Pro-Environmental Behaviors and Environmental Improvement

Abstract

Fostering pro-environmental behaviors (PEBs) among the young generation is imperative. Based on a micro-survey of Chinese college students, the authors used Logit and ordered Logit model to obtain empirical information on perceived past environmental quality and current PEBs. The authors found that environmental improvement positively impacted various PEBs, including green travel, plastic bag use, garbage sorting, and energy conservation. Better perceived environmental quality leads to increased environmental expectations, motivation to adopt PEBs, and awareness of environmental responsibility. The positive effect is more pronounced for individuals engaged in environmental protection activities, familiar with environmental advocacy, and with a family consensus on environmental protection. These findings were corroborated through robustness tests of alternative methods, samples, and measures. There is a positive feedback loop between a sustainable environment and human behavior. Policy recommendations are offered to further strengthen this symbiotic relationship.