Environmental concern, attitude toward frugality, and ease of behavior as determinants of pro-environmental behavior intentions

This study investigates relations between environmental concern, attitude toward frugality, perceived ease of behavior, and stated intentions to engage in four different types of pro-environmental behavior, i.e., reductions in electricity and gas use, garbage, and automobile use, using data from 341 Japanese respondents. Environmental concern, attitude toward frugality and perceived ease of implementation were considered possible determinants. A structural equation analysis indicated that perceived ease of implementation had effects for all of the pro-environmental behaviors. It also indicated that environmental concern had a positive effect solely for garbage reduction, while attitude toward frugality had positive effects for gas and electricity reduction. For automobile use reduction, neither environmental concern nor attitude toward frugality had significant effects. The relationship between attitude toward frugality and mottainai, that is a Japanese concept indicating respect for resources, is then discussed, and it is suggested that educating people to have not only a high level of environmental concern but also a positive attitude toward frugality would be an effective means of promoting pro-environmental behavior.