Pro-environmental behaviour in China: analysing the impact of attitudinal and contextual factors (Comportamiento proambiental en China: analizando el impacto de los factores actitudinales y contextuales)

ABSTRACT This research analyses pro-environmental behaviour (considering four categories: transport and mobility, waste management, ecological consumption and activism) according to environmental attitudes and certain contextual factors regarding the neighbourhood of residence. In addition, based on the assumptions of ABC theory, we evaluate the moderating effects of context on the relationship between attitudes and pro-environmental behaviours. The study sample consists of 218 people living in China who completed a questionnaire distributed to an online panel. The data obtained are analysed by means of iterative regressions, t tests for independent samples and regressions using the PROCESS macro for moderating effects. The results show that the four categories of pro-environmental behaviours are explained by different attitudinal dimensions. It is also noted that contextual factors directly impact the four behavioural categories considered and further moderate the relationship between the attitudinal dimensions and two types of behaviours (waste management and ecological consumption). Implications for the design of strategies to promote pro-environmental behaviour among the Chinese population are discussed.