Pro-environment behavior in China: unveiling the role of self and collective efficacy, individual and social norms

Abstract

Purpose: This study examined the determinants of pro-environmental behavior (PEB) in China, drawing on Social Cognitive Theory and Norm Activation Theory to explore how psychological and social factors—namely self-efficacy, collective efficacy, individual norms, and social norms—influence environmentally responsible actions. Methodology: Based on social cognitive theory, a self-administered online survey was conducted with 476 Chinese individuals. The target population consisted of residents of China aged 18 years and above, including both urban and rural participants. A convenience sampling technique was utilized and Structural Equation Modeling (SEM) was applied to examine the relation among self-efficacy, collective efficacy, individual norms, social norms, and pro-environmental behavior. Findings: Results indicate that self-efficacy, collective efficacy, individual norms, and social norms significantly and positively influence PEB. Moreover, self-efficacy mediates the relationship of personal norms, collective efficacy and PEB. Enhancing collective efficacy and aligning it with supportive social norms emerge as effective strategies to foster environmental sustainability behaviors. Implications: The findings suggest that policies and programs aiming to enhance collective efficacy and strengthen pro-environmental social norms can effectively promote sustainable behaviors in China. Educational campaigns and community-based initiatives emphasizing collective responsibility may significantly improve environmental outcomes. Originality/value: This study advances understanding of collective efficacy’s role in shaping PEB within the Chinese context, offering empirical insights for policy development and community-level interventions.