Cultural antecedents of green behavioral intent: An environmental theory of planned behavior *

Abstract While ecological awareness and behaviors are slowly improving, we need worldwide action to ameliorate and counteract humanity's aversive impact on nature. Our study develops, validates, and evaluates an environmental theory of planned behavior model aimed at predicting green (i.e., environmentally-friendly) behavioral intentions using a bi-national sample (n = 162). Then, a second, primarily bi-national sample (n = 144) is used to expand the theory and examine the effects of identity, operationalized as independent and interdependent self-construal, on green behavioral intentions. The results indicate that how we define our self has a substantial impact on our intents to protect the environment. Our findings add to previous work on the role of self-identity and provide a new theoretical perspective to guide green policy and changes aimed at increasing sustainability.