What’s with the Attitude? Unravelling the Dynamics of Pro-Environmental Action in India

Environmental degradation has become one of the most significant threats for humanity. Insights on individual’s pro-environmental actions remain insufficiently investigated in India. The study aims to explore the effect of attitude, injunctive and descriptive norms, self-efficacy, controllability and behavioural intentions on individual’s pro-environmental action. Drawing on a sample of individuals from India (n = 308), the study conducts multilinear regression and correlation analysis to explore the association between the variables. The results indicate that individual pro-environmental action is significantly affected by behavioural intentions, descriptive and injunctive norms. In contrast, attitude show a close-to-significant impact, while self-efficacy and controllability show negligible effects. Overall, these factors explain 35.6% of the variance in individual pro-environmental action. The present analysis provides an important overview of pro-environmental actions in India, essential in addressing environmental degradation. The study end by highlighting the necessity of localised research, and advancement of research in pro-environmental action in India.