Can pro-environmental behavior in the private sphere drive such behavior in the public domain? Behavioral feedback mechanisms based on the Chinese General Social Survey

Abstract

Pro-environmental behavior is crucial for protecting the ecological environment system. Pro-environmental behaviors in the private sphere (PEBPr), such as household energy conservation and recycling, face fewer structural barriers and are primarily driven by personal agency and self-efficacy, making them generally more accessible to adopt than pro-environmental behaviors in the public sphere (PEBPu). It is thus worth exploring how to guide people to cultivate PEBPu to form a green synergy and jointly build sustainable cities and communities. Based on questionnaire data from the China General Social Survey (CGSS) in 2021, this study found that (1) PEBPr can not only promote PEBPu directly, but also form a unidirectional facilitative evolution mechanism by enhancing Perceived behavioral control (PBC) and Environmental concern (EC). It can be considered that after participating PEBPr, PEBPu can be cultivated iteratively through feedback on attitude cognitive variables. (2) Under the moderation of Marital status (MARS) and Educational level (EDU), the impact of PEBPr on PBC shows a non-linear accelerated growth, and its marginal effects significantly increase with the increase of participation. Among them, unmarried (non-solitary) groups are more likely to obtain PBC enhancement through PEBPr, and undergraduate and graduate groups show a “scissors - gap” advantages. The research results can provide targeted feedback as well as theoretical and practical support for cultivating PEBPu.