The impact of air pollution on environmentally friendly behavior: evidence from China

In the context of the severe environmental pollution, it is of significant academic and practical value to study the environmental protection behavior of individuals. This paper uses the ordinary least squares method (OLS) and utilizes the data of Chinese General Social Survey (CGSS2013) and the air pollution monitoring data provided by Columbia University’s International Earth Science Information Network Center (CIESIN), the findings demonstrate a positive and significant impact of air pollution on environmentally friendly behavior. Furthermore, the stepwise regression method reveals that environmental knowledge is a crucial mediating variable in the relationship between air pollution and environmental behavior. Heterogeneity analysis reveals that age, income, gender, health status, and place of residence significantly impact environmentally friendly behavior. The results remain robust even after controlling for urban fixed effects. The implications of this research suggest that it is opportune to leverage adverse macro events such as regional environmental pollution to promote and enhance public environmental awareness and behaviors, especially for those who are susceptible to environmental pollution. This is crucial for promoting public environmental behaviors and ultimately building an environment-friendly society.