Earlier I mentioned about how identity can inform us about our self-concept, how to think or feel, as well as how to react across different settings.
The Theory of Planned Behavior (TPB) serves as a strong backing in explaining the relationship between attitudes and behavior. Recent studies reported that adding identity into the model of TPB increases its ability to explain behavior. When applied to environmental identity, we can expect that having a strong environmental identity can contribute to protective behaviors toward our nature.
In addition, the Value-belief-norm model (VBN) describes the process of how values can influence worldviews and beliefs, which in turn affects personal norms and behavior. Although the relationship between values and behavior is mainly indirect, environmental identity can come in as a mediator and explain why some people with high environmental identity engage in environmentally responsible behaviors (as cited in Clayton and Myers, 2009).
Identity can serve as a focusing mechanism which results in greater sensitivity to information about the environment. If something is relevant and important to the self, such as one’s home, pets, or other possession, one will pay more attention to it and engage in activities to protect that thing. This protective behavior may then generalize to other environmentally responsible behaviors. A study by Dillahunt et al. (2008) proposed that an interactive virtual polar bear may increase environmentally responsible behaviors, especially when emotional attachment takes place.
The environmental social identity also suggests that people may or may not engage in environmental responsible behaviors due to the image portrayed to others. The need to belong and feel accepted is inherent in human nature. If the in-group promotes environmentally responsible behaviors, one’s own environmental identity can be strengthened too. Thus, broader societal frameworks and discourses that support or inhibit such an identity have to be considered when implementing measures to promote environmentally responsible behaviors.
