Theory of planned behaviour, identity and intentions to engage in environmental activism

This study incorporated identity constructs into the theory of planned behaviour (TPB) to investigate intentions to engage in environmental activism. First year students and participants of a students of sustainability conference (n=169) were administered a questionnaire survey that measured standard TPB constructs as well as environmental group membership and self-identity as an environmental activist. Consistent with predictions, environmental group membership and self-identity were positive predictors of intentions. Thus, greater involvement in environmental groups and a stronger sense of the self as an environmental activist were associated with stronger intentions to engage in environmental activism. There was also evidence that self-identity was a stronger predictor of intentions for participants with low rather than high environmental group membership. In accordance with the standard TPB model, participants with more positive attitudes toward and a greater sense of normative support for environmental activism also had greater intentions to engage in the behaviour. The implications for groups seeking to harness support for activities to protect the environment are discussed.