Pro-environmental attitude and behaviours: an investigation on the role of pro-sociality

The multifaceted nature of contemporary environmental degradation requires an all-round policy approach, that cannot disregard the role of people's behaviour. To study how to promote environmentally friendly actions, this paper investigates whether pro-sociality triggers pro-environmental behaviours (PEBs). To this aim, we consider not only the direct effect that pro-sociality might have on PEBs but also the indirect effect transmitted through environmental concerns. After outlining a theoretical framework based on the literature on PEBs, we use a Eurobarometer survey to conduct a causal mediation analysis. Our results show that pro social attitudes are actually important, having also a strong indirect effect on PEBs. Furthermore, they suggest that policies promoting pro-social attitudes may be more effective than those simply promoting pro environmental attitudes.