The importance of survey content: Testing for the context dependency of the New Ecological Paradigm Scale

• We investigate whether survey context affects responses to the NEP Scale.
• Environmental concern is affected by which species are included in surveys.
• Environmental concern is affected by respondents' concern about species.
• Facets of environmental concern are also shown to be influenced by survey context.

Using a regression-based analysis of a survey of U.S. households, we demonstrate that both environmental concern, as measured by the New Ecological Paradigm (NEP) Scale, and facets of environmental concern, as measured by three NEP factors, are influenced by survey context. Survey respondents were presented with detailed information about two to four threatened and endangered marine species in the United States, including the Endangered Species Act listing status of the species and threats to the survival of the species. All else being equal, measures of environmental concern are influenced by both which species were included in the survey and by the concern expressed about these species. As such, measures of environmental concern are found to be context dependent since they are correlated with the species included in each survey. We also demonstrate that NEP-based measures of environmental concern are affected by socio-demographic variables, opinions about government spending, and environmental knowledge. Given the wide, multi-disciplinary use of the NEP Scale, it is important for researchers to recognize that NEP-based measures of environmental concern may be sensitive to information included in surveys.