Explaining Proenvironmental Behavior: a Qualitative Study into the Motivations of Swedish Environmentalists

Abstract: In the quest to solve environmental problems it is crucial that we understand the basic willingness of people to adopt relevant behavior changes. This study aims to make a qualitative contribution to research in this field by analyzing influencing factors for proenvironmental behavior particularly in Western society. The analysis unfolds in two steps. Firstly, relevant theoretical insights to explain proenvironmental behavior or the lack thereof are presented. The study finds that there are several possible biological and cultural limitations to the potential of humans to behave in proenvironmental ways. It also finds that quantitative studies that have attempted to explain proenvironmental behavior have rendered rather weak correlations and have thus been relatively unsuccessful. As a second step, semi-structured interviews are conducted with a sample of Swedish environmentalists in order to learn more about motivations and influencing factors for proenvironmental behavior. The study identifies as the main influencing factors those that are either of long duration or offer a visual aspect. It also finds that values are important and their place amongst the aforementioned factors in influencing proenvironmental behavior is discussed. Based on the findings, recommendations are made for further research as well as practical steps in which proenvironmental behavior might be encouraged.